Subject Index
 

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment. This paper proposes an integrated model of advertising clutter that addresses the uniq ...

This article describes ROI-Positive Brand Advertising, based on the idea that branding and direct response advertising are not alternatives, but need to go together. Increasingly, direct marketers nee ...

Digital media forms one of the key elements of the changing communications landscape. This paper assesses how digital agencies can establish the sort of culture which will enable them to prove their s ...

Web sites are based on information and communication technologies that enable easy, rapid interactions between consumers and advertisers and thus represent more durable and common communication activi ...

This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits according to the theory of planned behavior and applying the Rossiter-Percy grid to onli ...

Sarah Morning, a planner at OgilvyAction, explores the ways people are using the internet. She argues that it is no longer an 'information superhighway' (if it ever was), but a world of unmapped and e ...

Suzanne Moorey-Denham, managing director of the European division of Dynamic Logic, and Ann Green, senior v-p of marketing solutions at Millward Brown North America, discuss the growing importance of ...

Jim Gregory, founder and CEO of CoreBrand, describes how to build a system and culture that supports the company's most valuable asset - its corporate brand. He argues that signing off the brand strat ...

In 2007, the internet is predicted to account for over 10% of all US adspend. But, according to John Wood of Beechwood, this undervalues the dramatic effect that the medium is having on all aspects of ...

This paper looks at the various approaches of measuring online and internet advertising, its difference from tradition media and whether metrics such as reach and frequency are sufficient. It notes th ...

This paper discusses the 'click-thu', the primary way that users interact with the worldwide web mainly through moving and clicking their mouse. Since clicking represents a conscious decision to view ...

In this article we investigated whether a company’s recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld’s (2001) r ...

The internet is a rapidly maturing advertising medium, and now attracts greater levels of adspend than more traditional formats such as outdoor and cinema in the UK. Online advertising offers distinct ...

This paper applies traditional models of attitude formation, based on the elaboration likelihood model, to the internet. Specifically, the dual mediation hypothesis and the affect transfer hypothesis ...

Existing standards for the audience measurement and vehicle valuation of a website depend heavily on the traffic information of separate web pages. As a result, the hyperlink structure of a website ha ...

In this issue of 'Best Practice' Roderick White turns his attention to the web and internet advertising. Starting by describing the characteristics of the medium, and most frequently used types of ad ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.

The literature of marketing communication in the latter half of the 1990s offers evidence that interactive marketing is a significant presence in the field of marketing communication, and that control ...

Demonstrates how peer-to-peer communication through the internet is fast transforming how people shop and make choices and is bypassing traditional media. Consumers through magnified opportunities for ...

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The adverti ...

This paper describes a completely new way of measuring Internet audience behavior and combining it with a full cross media survey covering all major media categories and a full TGI database. The reall ...

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement. The paper underlines the problems inherent to the control – exposed method ...

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or ...

Discusses the advantages of search engine marketing on the internet (SEM), which is set to grow enormously (revenues of $23 billion by 2009). Speciality SEM firms help advertisers and agencies to get ...

Describes how Sony Electronics are successfully using the internet to generate sales, both directly and through affiliate partners. Interactive websites and content are key. All Sony advertising now u ...

Earl J Wilkinson, executive director of the International Newspaper Maerketing Association, sees the digital age pushing newspapers into new, innovative grey areas, and making fundamental changes to t ...

Describes how the weblog (blogging) is becoming an important marketing tool. Microsoft’s image has improved (after a sever battering) largely as a result of unofficial corporate blogging. Microsoft no ...

This study looks into different types of interactive functions, and the associative relationship between these interactive functions and website ranking. Six types of interactive functions are identif ...

Advertisers are recognizing the internet's potential for helping firms directly communicate with consumers using media rich emails. Though the efficiency of such emails cannot be denied, their effecti ...

This study investigated determinants of internet users' willingness to pay for online content. A survey of internet users of a clip art website found that they did conduct benefits/costs analysis when ...