Advertising And The World Wide Web

327 Pages·1999·2.734 MB·English

by  Esther Thorson, David W. Schumann

Advertising and the
World Wide Web
ADVERTISING AND
CONSUMER PSYCHOLOGY
A series sponsored by the Society for
Consumer Psychology
AAKER/BIEL (1993) • Brand Equity & Advertising: Avertising’s
Role in Building Strong Brands
CLARK/BROCK/STEWART • Attention, Attitude, and Affect in
(1994) Response to Advertising
ENGLIS • Global and Multi-National Advertising
(1994)
KAHLE/CHIAGOURIS • Values, Lifestyles, and Psychographics
(1997)
MITCHELL • Advertising Exposure, Memory,
(1993) Choice and
SCHUMANN/THORSON • Advertising and the World Wide Web
(1999)
THORSON/MOORE • Integrated Communication: Synergy
(1996) of Persuasive Voices
WELLS • Measuring Advertising Effectiveness
(1997)
Advertising and
the World
Wide Web
Edited by
David W.Schumann
University of Tennessee—Knoxville
Esther Thorson
University of Missouri—Columbia
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
Mahwah, New Jersey London
This edition published in the Taylor & Francis e-Library, 2010.
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helps to make publication of this kind of scholarship possible.
Copyright © 1999 by Lawrence Erlbaum Associates, Inc.
All rights reserved. No part of the book may be reproduced in
any form, by photostat, microform, retrieval system, or any other
means, without the prior written permission of the publisher.
Lawrence Erlbaum Associates, Inc., Publishers
10 Industrial Avenue
Mahwah, New Jersey 07430
Cover design by Kathryn Houghtaling Lacey
Library of Congress Cataloging-in-Publication Data
Advertising and the World Wide Web/edited by David W.Schumann,
Esther Thorson.
p. cm.
“Edited versions of papers presented at the 1996 Advertising and
Consumer Psychology Conference… Bloomfield Hills, Michigan”—Introd.
Includes bibliographical references and index.
ISBN 0-8058-3148-7 (alk. paper)
1. Internet advertising—Congresses. I.Schumann, David W.
II. Thorson, Esther. III. Conference on Advertising and Consumer
Psychology (15th:1996:Bloomfield Hills, Mich.)
HF6146.I58A38 1999
658.8’00285’4678—dc21 99–17344
CIP
ISBN 1-4106-0206-0 Master e-book ISBN
Contents
Preface ix
Introduction 1
Part 1: Definition, History, and Theoretical Foundations 3
1 Web Advertising’s Birth and Early Childhood as Viewed 5
in the Pages of Advertising Age
Esther Thorson, William D.Wells, and Shelley Rogers
2 Understanding Interactivity of Cyberspace Advertising 27
Harper A.Roehm and Curtis P.Haugtvedt
3 Current Advertising on the Internet: The Benefits and Usage 41
of Mixed-Media Advertising Strategies
Ann E.Schlosser and Alaina Kanfer
4 “New and Improved!” Advertising in Cyberspace: Using 63
Specific Conduits to Access Browsers and Seekers
David R.Fortin
Part 2: Structure, Function, and Effectiveness 71
5 Children, Advertising, and the Internet: An Exploratory Study 73
Lucy L.Henke
v
vi Contents
6 Effectiveness of Internet Advertising by Leading National 81
Advertisers
Judy Foster Davis
7 Interactive Media: A Means for More Meaningful Advertising? 99
Glen J. Nowak, Scott Shamp, Barry Hollander, and
Glen T.ameron
8 Sophistication on the World Wide Web: Evaluating Structure, 119
Function, and Commercial Goals of Web Sites
Charles Frazer and Sally J.McMillan
9 Scaling the Web: A Parasocial Interaction Scale for 135
World Wide Web Sites
John Hoerner
10 Cyberhate: Extending Persuasive Techniques of Low 149
Credibility Sources to the World Wide Web
Megan McDonald
11 Online Newspaper Advertising: A Study of Format 159
and Integration With News Content
Ann M.Brill
12 The Adoption of the World Wide Web by Marketers 175
for Online Catalogs: A Diffusion Analysis
Jennifer K.Meyer
13 Advertising in an Interactive Environment: A Research 197
Agenda
Eloise Coupey
Part 3: Public Policy Issues 217
14 Cyber-Cookies: How Much Should the Public Swallow? 219
Sandra Davidson
15 From Spam to Stern: Advertising Law and the Internet 133
Sandra Davidson
Contents vii
Part 4: Applications 265
16 Old-Fashioned Salesmanship in a Newfangled Medium 267
Keith Reinhard
17 An Audience Survey From the First Gridiron Cybercast 275
Lynn R.Kahle, Robert Madrigal, Nancy P.Melone,
and Kerry Szymanski
18 Conversations With Practitioners 287
Edited by David W.Schumann
Fifty Million Data Points—Consumer Behavior on the Web
Michael G.Samet
Loopy: Keeping You In the Loop
Carole Walters and Teresa Denova
Interactive Media: An Agency Perspective
Bruce Goerlich
Relevance, Originality, and Impact: A New Marketing
Communications Model
David King
19 Thoughts Regarding the Present and Future of Web 301
Advertising
David W.Schumann and Esther Thorson
Author Index 309
Subject Index 315

Preface
This volume is the result of a series of papers presented at the 15th annual
Advertising and Consumer Psychology Conference held at DMB&B,
Bloomfield Hills, Michigan, on May 17–18, 1996. The conference was
sponsored by DMB&B and the Society for Consumer Psychology, the 23rd
Division of the American Psychological Association. The coeditors served as
chairpersons for the conference.
We sincerely appreciate the efforts of the authors of these chapters,
most of who presented original papers at the conference. We would also
like to thank Keith Rinehard, the President and CEO of DDB Needham,
whose chapter provided insightful thoughts on the past, present, and future.
Professors Sandra Davidson of the University of Missouri, and William
Wells of the University of Minnesota, were each asked to contribute original
chapters that significantly enhanced the coverage of the topic.
The World Wide Web is a revolutionary environment that holds both
excitement and challenge. Advertising has found a whole new medium with
which to communicate to customers. With technological advances occurring
daily, it will be most curious to see how the growth of this technology-based
medium unfolds in the future.
Finally, we would like to dedicate this book to our families. Their patience
and encouragement was instrumental in completing this task.
To my wife, Jane, and my sons, Matthew and Jason
DWS
To my two younger children, Kylie and lan
ET
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