Advertising research : the internet, consumer behavior, and strategy

Abstract

I. A NEW MEDIUM: THE INTERNET 1. Conducting Advertising and Marketing Research on the World Wide Web 2. The Theory of flow: Applications to Advertising and Consumers? Internet Experiences 3. Promoting and Selling on the Internet: The Case of Real Estate 4. An Exploratory Study of the Web?s Early Adopters II. CONSUMER BEHAVIOR AND BEHAVIORAL RESPONSE TO ADVERTISING 5. A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Advertising Responses 6. An Informal, Qualitative analysis of shortages and Abundances in Academic Advertising Research 7. Advertising Modification Strategies: Appealing to Minority Customers III. ADVETISING APPEALS 8. A Theoretical Model of Incongruity Between Sexy Pictures and Advertised Products 9. Green Advertising and its Relationship to Consumers? Environmentally Responsi8ble Behaviors 10. The Soapbox Versus the Soap: The Application of Negative Political Advertising Tactics In the NonPolitical Marketplace IV. CREATIVITY V. STRATEGIC ISSUES IN ADVERTISING 11. Research Issues in Targeting Neglected Segments 12. The Fusion of Design and Marketing: Implications for Merchandising, Consuming, and Ownership 13. Environmentalist-Business Collaborations: Social Responsibility, Green Alliances, and Beyond 14. Marketing Activities and Organizational Success: An Application to the Health Care Industry 15. Carving a Path to dominance While Avoiding the Graveyard: Consumers? Brand Knowledge and Genericism VI. ETHICAL ISSUES IN ADVERTISING 16. Potential Ethical Issues Associated with Qualitative Research Conducted Face to Face and in Cyberspace 17. Advertising Ethics: More Than Avoiding Deception and Protecting Children VII. SUMMARY AND A LOOK TO THE FUTURE 18. Advertising and Societal Trends in the New Millennium

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