Internet Advertising

Preface. Part 1. Foundations of Internet Advertising Theory. E. Thorson, M. Duffy, D.W. Schumann, The Internet Waits for No One. S.J. McMillan, Internet Advertising: One Face or Many? A.C. Micu, Theoretical Approaches in Internet Advertising Research. J.R. Coyle, S.J. Gould, Internet Integrated Marketing Communications (I-IMC): Theory and Practice. Part 2. Consumer Response With Internet Advertising. S.M. Edwards, Motivations for Using the Internet and Its Implications for Internet Advertising. E-J. Lee, Computer Agents as Sources of Trust in Internet Advertising. S. Rodgers, H.M. Cannon, J. Moore, Segmenting Internet Markets. K. Hood, D.W. Schumann, The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising. H. Li, J.D. Leckenby, Examining the Effectiveness of Internet Advertising Formats. D.W. Stewart, P.A. Pavlou, Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations. S. Rodgers, Q. Chen, The Interactive Advertising Model: Additional Insights Into Response to Spamming. Part 3. Special Topics. C. La Ferle, Global Issues in Online Advertising. C.H. Bentley, Internet Advertising in Online Newspapers. K. Thorson, B. Watson, The New Online Campaign: Translating Information Into Action. S.M. Neeley, Internet Advertising and Children. P.A. Stout, J.G. Ball, J. Villegas, Health Marketing and the Internet. M.S. Waltman, J.W. Haas, Advertising Hate on the Internet. S. Davidson, From Spam to Stern: Advertising Law and the Internet. Part 4. Conclusion: A Look Toward the Future. D.W. Schumann, E. Thorson, Where Are Our Trends Leading Us? Questions About the Future.