An edition of Advertising research
(2000)
Advertising research
the Internet, consumer behavior, and strategy
by George M. Zinkhan
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| Edition | Availability |
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1
Advertising research: the Internet, consumer behavior, and strategy
2000, American Marketing Association
in English
0877572887 9780877572886
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Book Details
Table of Contents
Machine generated contents note: I
I
A New Medium: The Internet 9
Chapter 1
Conducting Advertising and Marketing Research on the
W orld W ide W eb 11
Vanitha Swaminathan
Chapter 2
The Theory of Flow: Applications to Advertising and Consumers' Internet
Experiences 223
Margy P. Conchar
George M. Zinkhan
Chapter 3
Promoting and Selling on the Internet: The Case of Real Estate 32
Alex Gray
George M. Zinkhan
Ellen Day
Chapter 4
An Exploratory Study of the Web's Early Adopters 39
Traci A. Carte
Barbara H. Wixom
Richard T. Watson
II Consumer Behavior and Behavioral Response to Advertising 49
Chapter 5
A Meta-Analysis of Relationships Between Ad-Evoked Feelings and
A dvertising Responses51
Steven P. Brown
Pamela M. Homer
J. Jeffrey Inman
Chapter 6
An Informal, Qualitative Analysis of Shortages and Abundances in Academic
A dvertising Research 75
James H. Leigh
Chapter 7
Advertising Modification Strategies: Appealing to Minority Consumers 82
Gail Ayala Taylor
Miriam Stamps
III Advertising Appeals 95
Chapter 8
A Theoretical Model of Incongruity Between Sexy Pictures and Advertised
Produ cts 9 7
Andrea J.S. Stanaland
Chapter 9
Green Advertising and its Relationship to Consumers' Environmentally
Responsible Behaviors 104
Erika Matulich
Diana L. Haytko
Jon R. Austin
Chapter 10
The Soapbox Versus the Soap: The Application of Negative Political
Advertising Tactics In the NonPolitical Marketplace 119
Paul Hensel
Karen James
IV Creativity 145
Creativity 147
George M. Zinkhan
V Strategic Issues in Advertising 153
Chapter 11
Research Issues in Targeting Neglected Segments 155
Subodh Bhat
Chapter 12
The Fusion of Design and Marketing: Implications for Merchandising,
Consum ing, and Ownership .161
Angela H. Patton
Chapter 13
Environmentalist-Business Collaborations: Social Responsibility, Green
Alliances, and Beyond 170
Edwin R. Stafford
Cathy L. Hartman
Chapter 14
Marketing Activities and Organizational Success: An Application to the Health
C are In dustry 193
Misty K. Ritchie
Chapter 15
Carving a Path to Dominance While Avoiding the Graveyard: Consumers'
Brand Knowledge and Genericism 227
Gillian Oakenfull
VI Ethical Issues in Advertising 239
Chapter 16
Potential Ethical Issues Associated with Qualitative Research Conducted Face
to Face and in Cyberspace 241
Denise DeLorme
Chapter 17
Advertising Ethics: More Than Avoiding Deception and Protecting
Children 253
Michael R. Hyman
VII Summary and a Look to the Future 269
Chapter 18
Advertising and Societal Trends in the New Millennium 271
George M. Zinkhan
Notes on Contributors 277.
Edition Notes
Includes bibliographical references.
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