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Advertising Research The Internet, Consumer Behavior, and Strategy

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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.
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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