Advertising and the World Wide Web / edited by David W. Schumann, EstherThorson.

"Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introd.

Web advertising's birth and early childhood as viewed in the pages of Advertising age / Esther Thorson, William D. Wells, and Shelley Rogers -- Understanding interactivity of cyberspace advertising / Harper A. Roehm and Curtis P. Haugtvedt -- Current advertising on the Internet : the benefits and usage of mixed-media advertising strategies / Ann E. Schlosser and Alaina Kanfer -- "New and improved!" Advertising in cyberspace : using specific conduits to access browsersand seekers / David R. Fortin -- Children, advertising, and the Internet : an exploratory study / Lucy L. Henke -- Effectiveness of Internet advertising by leading national advertisers / Judy Foster Davis -- Interactive media : a means formore meaningful advertising? / Glen J. Nowak ... [and others] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Websites / Charles Frazer and Sally J. McMillan -- Scaling the Web : a parasocial interaction scale for World Wide Web sites / John Hoerner -- 'Cyberhate'