Advertising Research
The Internet, Consumer Behavior, and Strategy
Published on 1. July 2000
Book
Paperback/Softback
281 pages
978-0-87757-288-6 (ISBN)
Description
The Internet has revolutionized the way advertising research is conducted. From traditional research problems, such as ethics, to brand new issues, such as online advertising, every aspect of advertising research has changed to adjust to the advent of the Internet and its related technologies. The articles in this reader are intended to stimulate fresh insights and provide even seasoned readers with a new perspective on traditional topics.
The Internet has revolutionized the way advertising research is conducted. From traditional research problems, such as ethics, to brand new issues, such as online advertising, every aspect of advertising research has changed to adjust to the advent of the Internet and its related technologies. The articles in this reader are intended to stimulate fresh insights and provide even seasoned readers with a new perspective on traditional topics.
The Internet has revolutionized the way advertising research is conducted. From traditional research problems, such as ethics, to brand new issues, such as online advertising, every aspect of advertising research has changed to adjust to the advent of the Internet and its related technologies. The articles in this reader are intended to stimulate fresh insights and provide even seasoned readers with a new perspective on traditional topics.
More details
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Elsevier Science & Technology
Target group
College/higher education
Dimensions
Height: 274 mm
Width: 213 mm
Thickness: 15 mm
Weight
714 gr
ISBN-13
978-0-87757-288-6 (9780877572886)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
I. A NEW MEDIUM: THE INTERNET 1. Conducting Advertising and Marketing Research on the World Wide Web 2. The Theory of flow: Applications to Advertising and Consumers? Internet Experiences 3. Promoting and Selling on the Internet: The Case of Real Estate 4. An Exploratory Study of the Web?s Early Adopters II. CONSUMER BEHAVIOR AND BEHAVIORAL RESPONSE TO ADVERTISING 5. A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Advertising Responses 6. An Informal, Qualitative analysis of shortages and Abundances in Academic Advertising Research 7. Advertising Modification Strategies: Appealing to Minority Customers III. ADVETISING APPEALS 8. A Theoretical Model of Incongruity Between Sexy Pictures and Advertised Products 9. Green Advertising and its Relationship to Consumers? Environmentally Responsi8ble Behaviors 10. The Soapbox Versus the Soap: The Application of Negative Political Advertising Tactics In the NonPolitical Marketplace IV. CREATIVITY V. STRATEGIC ISSUES IN ADVERTISING 11. Research Issues in Targeting Neglected Segments 12. The Fusion of Design and Marketing: Implications for Merchandising, Consuming, and Ownership 13. Environmentalist-Business Collaborations: Social Responsibility, Green Alliances, and Beyond 14. Marketing Activities and Organizational Success: An Application to the Health Care Industry 15. Carving a Path to dominance While Avoiding the Graveyard: Consumers? Brand Knowledge and Genericism VI. ETHICAL ISSUES IN ADVERTISING 16. Potential Ethical Issues Associated with Qualitative Research Conducted Face to Face and in Cyberspace 17. Advertising Ethics: More Than Avoiding Deception and Protecting Children VII. SUMMARY AND A LOOK TO THE FUTURE 18. Advertising and Societal Trends in the New Millennium