Advertising Research The Internet, Consumer

The Internet has revolutionized the way advertising research is conducted. From traditional research problems, such as ethics, to brand new issues, such as online advertising, every aspect of advertising research has changed to adjust to the advent of the Internet and its related technologies. The articles in this reader are intended to stimulate fresh insights and provide even seasoned readers with a new perspective on traditional topics.

Preface	p. 1
Introduction to Advertising Research	p. 2
A New Medium: The Internet	p. 9
Conducting Advertising and Marketing Research on the World Wide Web	p. 11
The Theory of Flow: Applications to Advertising and Consumers' Internet Experiences	p. 23
Promoting and Selling on the Internet: The Case of Real Estate	p. 32
An Exploratory Study of the Web's Early Adopters	p. 39
Consumer Behavior and Behavioral Response to Advertising	p. 49
A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Advertising Responses	p. 51
An Informal, Qualitative Analysis of Shortages and Abundances in Academic Advertising Research	p. 75
Advertising Modification Strategies: Appealing to Minority Consumers	p. 82
Advertising Appeals	p. 95
A Theoretical Model of Incongruity Between Sexy Pictures and Advertised Products	p. 97
Green Advertising and its Relationship to Consumers' Environmentally Responsible Behaviors	p. 104
The Soapbox Versus the Soap: The Application of Negative Political Advertising Tactics In the NonPolitical Marketplace	p. 119
Creativity	p. 145
Creativity	p. 147
Strategic Issues in Advertising	p. 153
Research Issues in Targeting Neglected Segments	p. 155
The Fusion of Design and Marketing: Implications for Merchandising, Consuming, and Ownership	p. 161
Environmentalist-Business Collaborations: Social Responsibility, Green Alliances, and Beyond	p. 170
Marketing Activities and Organizational Success: An Application to the Health Care Industry	p. 193
Carving a Path to Dominance While Avoiding the Graveyard: Consumers' Brand Knowledge and Genericism	p. 227
Ethical Issues in Advertising	p. 239
Potential Ethical Issues Associated with Qualitative Research Conducted Face to Face and in Cyberspace	p. 241
Advertising Ethics: More Than Avoiding Deception and Protecting Children	p. 253
Summary and a Look to the Future	p. 269
Advertising and Societal Trends in the New Millennium	p. 271
Notes on Contributors	p. 277
Table of Contents provided by Syndetics. All Rights Reserved.

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Advertising Research The Internet, Consumer Behavior, and Strategy

Summary

Table of Contents

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