The Website Schema
Steven Bellman
University of Western Australia
John R. Rossiter
University of Wollongong
Introduction
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...