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Advertising research the internet, consumer behavior, and strategy George Zinkhan, editor.
Detalles de publicación: Chicago, Ill. American Marketing Association 2000.Descripción: vii, 281 p. ill 28 cmISBN:- 0877572887
- HF5814 .A33 2000
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | HF5814 .A33 2000 (Navegar estantería(Abre debajo)) | Disponible | 50000002140613 |
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Descripciones mejoradas de Syndetics:
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.
Includes bibliographical references.
Tabla de contenidos provista por Syndetics
- Preface(p. 1)
- Introduction to Advertising Research(p. 2)
- I A New Medium: The Internet(p. 9)
- Chapter 1 Conducting Advertising and Marketing Research on the World Wide Web(p. 11)
- Chapter 2 The Theory of Flow: Applications to Advertising and Consumers' Internet Experiences(p. 23)
- Chapter 3 Promoting and Selling on the Internet: The Case of Real Estate(p. 32)
- Chapter 4 An Exploratory Study of the Web's Early Adopters(p. 39)
- II Consumer Behavior and Behavioral Response to Advertising(p. 49)
- Chapter 5 A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Advertising Responses(p. 51)
- Chapter 6 An Informal, Qualitative Analysis of Shortages and Abundances in Academic Advertising Research(p. 75)
- Chapter 7 Advertising Modification Strategies: Appealing to Minority Consumers(p. 82)
- III Advertising Appeals(p. 95)
- Chapter 8 A Theoretical Model of Incongruity Between Sexy Pictures and Advertised Products(p. 97)
- Chapter 9 Green Advertising and its Relationship to Consumers' Environmentally Responsible Behaviors(p. 104)
- Chapter 10 The Soapbox Versus the Soap: The Application of Negative Political Advertising Tactics In the NonPolitical Marketplace(p. 119)
- IV Creativity(p. 145)
- Creativity(p. 147)
- V Strategic Issues in Advertising(p. 153)
- Chapter 11 Research Issues in Targeting Neglected Segments(p. 155)
- Chapter 12 The Fusion of Design and Marketing: Implications for Merchandising, Consuming, and Ownership(p. 161)
- Chapter 13 Environmentalist-Business Collaborations: Social Responsibility, Green Alliances, and Beyond(p. 170)
- Chapter 14 Marketing Activities and Organizational Success: An Application to the Health Care Industry(p. 193)
- Chapter 15 Carving a Path to Dominance While Avoiding the Graveyard: Consumers' Brand Knowledge and Genericism(p. 227)
- VI Ethical Issues in Advertising(p. 239)
- Chapter 16 Potential Ethical Issues Associated with Qualitative Research Conducted Face to Face and in Cyberspace(p. 241)
- Chapter 17 Advertising Ethics: More Than Avoiding Deception and Protecting Children(p. 253)
- VII Summary and a Look to the Future(p. 269)
- Chapter 18 Advertising and Societal Trends in the New Millennium(p. 271)
- Notes on Contributors(p. 277)