Subject Index
 

Maz Darvash, chief executive of the Internet Business Group and AffiliateFuture, explains how to get the best out of affiliate marketing. Affiliate marketing involves promoting products on-line using ...

Mark Joy, joint MD of sales promotion agency, Gasoline, sees 'brand activation' as bringing the brand experience to life in an enjoyable, relevant and engaging way. He describes the factors driving 'B ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

Danny Meadows-Klue, chief executive of the Interactive Advertising Bureau (a think tank and trade association for the commercial interactive industry), traces the short history of the web, and shows ...

Ian Johnson outlines the growth of game playing on interactive TV. He differentiates between hardened gamers who use Play-Station type games and those who play on iTV whom he defines as playing simpl ...

This article is the latest best practice piece and focuses on internet advertising. It covers the three different but related advertising channels of the medium:- (1) conventional advertising, typifi ...

Default opening of pages are often used by internet novices who have yet to discover how to change them. Large numbers of people visit them and advertising here can raise awareness. More sophisticat ...

This article examines the present state of on-line communication. There is a fundamental argument that can undermine advertisers', agencies' and site owners' relationships. This is about whether onli ...

The author examines the impacts of immersion in a virtual shop and its impact on consumer behaviour. Intuitively, consumers should prefer a immersive virtual shop because of its aestheticism and more ...

This advertiser, from the Campbell Soup Company, peers into his crystal ball and considers long-term and shorter-term futures for advertisers, agencies, media buyers and researchers.

Saatchi & Saatchi's Digital Panel research reveals current consumer attitudes to interactive TV, and how usage varies between age groups. Children are leading the way in adopting and learning to use i ...

Discusses how brands are visually perceived on the Internet - packs, colours, logos, names etc. - and how this differs from the shopper's experience in a real store. Implications are drawn about the w ...

This paper argues that the shift away from mass-media advertising and its underlying message to consume, towards micro-marketing, has the potential to erode society's current motivation to consume.

The author describes how Branders.com, a company supplying promotional gifts, has gone on-line to simplify viewing, selecting and ordering promo items.

Internet penetration is increasing massively with the emergence of interactive TV, allowing broadband internet access from the home, the market for digital interactive advertising is about to explode. ...

The single biggest challenge to the advertising industry is the fast approaching interactive TV, not because of the increases in the number of stations but because consumers are, for the first time, ...

This paper recognises that the Internet is changing the way major companies communicate with their customers - and discusses how P&G is reacting. The author then goes on to discuss the formation of F ...

Comparison of Internet development in UK and US. Advertising expenditure has been much slower to grow in the UK: reasons for this are given. Several barriers to growth are examined: it is expected tha ...

Robin Webster, from the ANA, reports on the FAST (Future of Advertising Stakeholders) Forward Summit held in August 1998 - when all sections of the interactive marketing industry came together to disc ...

A summit was held by FAST (Future of Advertising Stakeholders) to discuss the future of Web advertising. FAST Forward is the organization formed to carry on the work begun at the summit which addresse ...

The importance of the world wide web has gained considerable ground in recent years. The competition to attract customers to specific web sites is increasing at an explosive rate. This research ass ...

'The Internet reminds me of Las Vegas', said one of the developers I interviewed when researching this paper. He was right. Like Las Vegas, the world wide web offers stunning shows of human invention ...

'The Internet reminds me of Las Vegas', said one of the developers I interviewed when researching this paper. He was right. Like Las Vegas, the world wide web offers stunning shows of human invention ...

The focus of this study concerns the growth in database marketing activity and how this will impact on the future of the market research industry. The paper reports research into the extent that custo ...

This paper examines the current role of the ESRC Data Archive as a resource for researchers, within and outside academia. Because of changes in the needs of researchers and the environment in which th ...