The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age
. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter.
What the reader will encounter in Advertising and the World Wide Web
is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.
This volume is composed of edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference. In addition to the conference papers, several distinguished authors were invited to submit chapters covering topics not included at the conference. Although many of these papers were initially conceptualized two years ago, they have all been updated. These chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and the World Wide Web. The book is organized into five sections. Section 1 examines definitions of basic terms like interactivity, icons, banners, hotlinks, hits, advertorials, editorial environment, and shovelware. Section 2 looks at the structure of Web advertising, how it presumably functions to sell products or services, and how well it works. Section 3 looks at four specific applications of Web advertising, including a measurement device for ascertaining parasocial responses to sites, an examination of how cyberhate sites look and operate, how advertising fits into inline newspapers, and how catalogue marketers are moving onto a Web format.
Section 4 examines in detail the legal state of Internet advertising and also looks at the issue of how cybercookies operate and what problems of privacy and content are involved with cookie-based marketing. Section 5 is the voice of practitioners -those who have pioneered Web advertising and promotion, and report back from the frontlines on what works and what fails.