The Website Schema
University of Western Australia
John R. Rossiter
University of Wollongong
Websites are an increasingly important component of most companies' integrated marketing communications (IMC) strategies. It has become a fact of doing business that all major companies and organizations, in addition to solely on-line companies, have to have websites (Salam, Rao, and Pegels 1998). For example, General Motors spent $47.9 million on online advertising in 2000, the bulk of it directed at its website (Saunders 2001). Mass media lead-in ads (Roehm and Roehm 2001), search engines...