Advertising Research The Internet, Consumer Behavior, and Strategy

Name: Advertising Research The Internet, Consumer Behavior, and Strategy
Price: 7.01 USD
Availability: InStock
ISBN: 9780877572886

ISBN-10: 0877572887

ISBN-13: 9780877572886

Edition: 2000

Authors: George M. Zinkhan, American Marketing Association Staff

List price: $37.95

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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.

Book details

List price: $37.95
Copyright year: 2000
Publisher: Cengage South-Western
Publication date: 7/1/2000
Binding: Paperback
Pages: 281
Size: 8.25" wide x 10.50" long x 0.75" tall
Weight: 1.430
Language: English



Preface



Introduction to Advertising Research




A New Medium: The Internet



Conducting Advertising and Marketing Research on the World Wide Web




The Theory of Flow: Applications to Advertising and Consumers' Internet Experiences




Promoting and Selling on the Internet: The Case of Real Estate




An Exploratory Study of the Web's Early Adopters




Consumer Behavior and Behavioral Response to Advertising



A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Advertising Responses




An Informal, Qualitative Analysis of Shortages and Abundances in Academic Advertising Research




Advertising Modification Strategies: Appealing to Minority Consumers




Advertising Appeals



A Theoretical Model of Incongruity Between Sexy Pictures and Advertised Products




Green Advertising and its Relationship to Consumers' Environmentally Responsible Behaviors




The Soapbox Versus the Soap: The Application of Negative Political Advertising Tactics In the NonPolitical Marketplace




Creativity


Creativity




Strategic Issues in Advertising



Research Issues in Targeting Neglected Segments




The Fusion of Design and Marketing: Implications for Merchandising, Consuming, and Ownership




Environmentalist-Business Collaborations: Social Responsibility, Green Alliances, and Beyond




Marketing Activities and Organizational Success: An Application to the Health Care Industry




Carving a Path to Dominance While Avoiding the Graveyard: Consumers' Brand Knowledge and Genericism




Ethical Issues in Advertising



Potential Ethical Issues Associated with Qualitative Research Conducted Face to Face and in Cyberspace




Advertising Ethics: More Than Avoiding Deception and Protecting Children




Summary and a Look to the Future



Advertising and Societal Trends in the New Millennium



Notes on Contributors