Advertising and the World Wide Web

the long version

In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medium, readers need to be aware of the Web's benefits as well as its dark side. This book will appeal to all who are interested in consumer psychology, advertising, marketing, and telecommunication.