Web Advertising


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Atkin, D. J., Leo W. J., and Kimberly, A. N. (1998), "Understanding Internet Adoption as Telecommunications Behavior," Journal of Broadcasting & Electronic Media, Vol. 42(4), pp 475-490.

Berthon, P., Leyland, F. P., and Richard , T. W. (1996), "The World Wide Web as An Advertising Medium," Journal of Advertising Research, Vol. 1996 (Jan./Feb.), pp. 43-54.

Briggs, R. and N. Hollis (1997), "Advertising on the Web: Is There Are Response Before Click-Through?," Journal of Advertising Research, Vol. 1997 (Mar./Apr.), pp. 33-45.

Bush, A. J., V. Bush, and S. Harris (1998), "Advertising Perceptions of the Internet as a Marketing Communication Tool," Journal of Advertising Research, Vol.1998 (Mar./April.), pp. 17-27

Eighmey, J. (1997), "Profiling User Response to Commercial Web Site," Journal of Advertising Research, Vol. 1997 (May/Jun.), pp. 59-66.

Frazer, C. and S. J. McMillan (1999), "Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites," In D. W. Schumann and E. Thorson (eds.), Advertising and the World Wide Web, Mahwah, NJ: Lawrence Erlbaum Associates, Publishers. pp. 119-134.

Ghose, S. and W. Dou (1998), "Interactive Functions and Their Impacts on the Appeal of Internet Presence Sites," Journal of Advertising Research, Vol. 1998 (Mar./April), pp. 29-43

Hoffman, D. L., T. P. Novak, and P. Chatterjee (1995), "Commercial Scenarios for the Web: Opportunities and Challenges (online)," Journal of Computer Mediated Communication, Vol. I (3). (Online) Available: http://www.usc.edu/dept/annenberg/vol1/issue3/hoffman.html.

Hyland, T. (2000), "Web Advertising A Year of Growth," http://www.iab.net/advertise/content/webgrowth.html.

Internet Advertising Bureau (1998), "Internet Advertising Revenues More Than Double In 1998," http://www.iab.net/news/content/1998results.html.

Internet Advertising Bureau (1999), "First Quarter 1999 Internet Advertising Revenues Double over First Quarter 1998 for the First Time," http://www.iab.net/adrevenue/aug99.html.

Internet Advertising Bureau and Millward Brown Interactive, (1997), "1997 Online Advertising Effectiveness Study," http://www.mbinteractive.com/site/iab/study.html.

Leckenby, J. D. and J. Hong (1998), "Using Reach/Frequency for Web Media Planning," Journal of Advertising Research, Vol. 1998 (Jan./Feb.), pp. 7-20.

Lin, A. C. (1999), "Online-Service Adoption Likelihood," Journal of Advertising Research, Vol. 1999 (Mar./Apr.), pp. 79-89.

Reuters (1999), "Worldwide Internet Use Predicted to Reach 130.6 Million," http://www.internetnews.com.

Schumann, D. W. and E. Thorson (1999), "Thought Regarding the Present and Future of Web Advertising," In Schumann, D. W. and E. Thorson (eds.), Advertising and The World Wide Web, Mahwah, NJ:Lawrence Erlbaum Associates, Publishers, pp. 301-308.

Thorson, E., W. D. Wells, and S. Rogers (1999), "Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age," In Schumann, D. W. and E. Thorson (eds.), Advertising and The World Wide Web, Mahwah, NJ:Lawrence Erlbaum Associates, Publishers, pp. 5-25.

Williamson, D. A. (1995), "Searching for a pot of gold; Profiting on the Net is still a long-term bet for online marketers, and a risky one as well," Advertising Age, Vol. 1995 (Nov, 20), S2.



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