Organizational Perception Management or Internet Advertising

Organizational Perception Management

Author: Kimberly Elsbach

This new authored book summarizes research findings from a new domain of study called "organizational perception management"(OPM). Organizational perception deals with tactics designed to affect preceptions of an organizations image, identy or reputation

New interesting textbook: The Making of National Money or Companion to Business Ethics

Internet Advertising: Theory and Research

Author: David W Schumann

Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, an

Table of Contents:

Preface     ix
Foundations of Internet Advertising Theory     1
The Internet Waits for No One   Esther Thorson   Margaret Duffy   David W. Schumann     3
Internet Advertising: One Face or Many?   Sally J. McMillan     15
Theoretical Approaches in Internet Advertising Research   Anca C. Micu     37
Internet Integrated Marketing Communications (I-IMC): Theory and Practice   James R. Coyle   Stephen J. Gould     69
Consumer Response Associated With Internet Advertising     89
Motivations for Using the Internet and Its Implications for Internet Advertising   Steven M. Edwards     91
Computer Agents as Sources of Trust in Internet Advertising   Eun-Ju Lee     121
Segmenting Internet Markets   Shelly Rodgers   Hugh M. Cannon   Jensen Moore     149
The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising   Karen Hood   David W. Schumann     185
Examining the Effectiveness of Internet Advertising Formats   Hairong Li   John D. Leckenby     203
Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations   David W.Stewart   Paul A. Pavlou     225
The Interactive Advertising Model: Additional Insights Into Response to Spamming   Shelly Rodgers   Qimei Chen     259
Special Topics     285
Global Issues in Online Advertising   Carrie La Ferle     287
Internet Advertising in Online Newspapers   Clyde H. Bentley     313
The New Online Campaign: Translating Information Into Action   Kjerstin Thorson   Brendan Watson     323
Internet Advertising and Children   Sabrina M. Neeley     343
Health Marketing and the Internet   Patricia A. Stout   Jennifer G. Ball   Jorge Villegas     363
Advertising Hate on the Internet   Michael S. Waltman   John W. Haas     397
From Spam to Stern: Advertising Law and the Internet   Sandra Davidson     427
Conclusion: A Look Toward the Future     473
Where Are Our Trends Leading Us? Questions About the Future   David W. Schumann   Esther Thorson     475
Author Index     485
Subject Index     503