본문내용
media directors view reach/frequency estimation : Now and a decade ago. Journal of Advertising Research, 34(5).
Leckenby, J. D., & Hong, J.(1998). Using reach/frequency for web media planning. Journal of Advertising Research, January/February.
Leong, E. K. F., Huang, X., & Stanner, P. J.(1998). Comparaing the effectiveness of the web site with traditional media, Journal of Advertising Research, September/October.
Upshaw, L.(1995). The keys to building cyberbrands. Advertising Age, May 29.
Marrelli, C.(1995). Anatomy of web advertisement. In E. Forrest., & R. Mizerski(Eds.), Interactive marketing. Lincolnwood, IL : NTC Business Books.
Maddox, L. M., & Mehta, D.(1997). The role and effect of web addresses in advertising. Journal of Advertising Research, March/April.
McDonald, S. C.(1997). The once and future web : Scenarios for advertisers. Journal of Advertising Research, March/April.
McGuire, W. J.(1974). Psychological motives and communication gratification. In J. G. Blumler., & E. Katz (Eds.), The uses of mass communications, Beverly Hills, CA : Sage Publicatiions.
McQueen, J.(1993). Building brand value through the synergies of integrated advertising. Paper presented to the Advertising Reserach Foundation 39th Annual Conference, New York.
Meeker, M.(1996). The internet advertising report. http://www.ms.com/misc/inetad/index.html.
Murphy, I. P.(1996). On-line ads effective? Who knows for sure?. Marketing News, 30(20).
Novak, T. P., & Hoffman, D. L.(1996). New metrics for new media : Toward the development of web measurement standards. http://www2000.ogsm.vanderbilt.edu.
Novak, T. P., D. L. Hoffman., & Yung, Y. F.(1998). Measuring the flow construct on online environments : A structural modeling approach. http://ecommerce.vanderbilt.edu/papers/flow.construct/measuring_flow_construct.html.
Online advertising discusssion list(1996). 1(91). http://www.tenagra.com/online-ads.
Paul, P.(1996). Marketing on the internet. Journal of Consumer Marketing. 13(4).
Philport, J. C., & Arbittier, J.(1997). Advertising : Brand communications styles in established media and the internet. Journal of Advertising Research, March/April.
Rafaeli, S., & Sudweeks, F.(1996). Networked interactivity. Journal of Computer-Mediated Communication, 2(4).
Reardon, K. K., & Rogers, E. M.(1988). Interpersonal versus mass communication : A false dichotomy. Human Communication Research, 15(2).
SMRB(1989). Simmons Technical Guide, N.Y. : Simmons Market Research Bureau.
SRI(1996). 1996 Smart Home Technology Survey. http://sri.com.
Sterne, J. (1997). Advertising on the Web. QUE.
Steuer, J. (1992). Defining virtual reality ; Dimension determining telepresence. Journal of Communication, 42(4).
Williams, F., & Rice, R. E.(1983). Communication research and the new media technologies. In Bostrom(Ed.), Communication Yearbook, 7.
Wood, L.(1998). Interet ad buys - What reach and frequency do they deliver?. Journal of Advertising Research, January/February.
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Leckenby, J. D., & Hong, J.(1998). Using reach/frequency for web media planning. Journal of Advertising Research, January/February.
Leong, E. K. F., Huang, X., & Stanner, P. J.(1998). Comparaing the effectiveness of the web site with traditional media, Journal of Advertising Research, September/October.
Upshaw, L.(1995). The keys to building cyberbrands. Advertising Age, May 29.
Marrelli, C.(1995). Anatomy of web advertisement. In E. Forrest., & R. Mizerski(Eds.), Interactive marketing. Lincolnwood, IL : NTC Business Books.
Maddox, L. M., & Mehta, D.(1997). The role and effect of web addresses in advertising. Journal of Advertising Research, March/April.
McDonald, S. C.(1997). The once and future web : Scenarios for advertisers. Journal of Advertising Research, March/April.
McGuire, W. J.(1974). Psychological motives and communication gratification. In J. G. Blumler., & E. Katz (Eds.), The uses of mass communications, Beverly Hills, CA : Sage Publicatiions.
McQueen, J.(1993). Building brand value through the synergies of integrated advertising. Paper presented to the Advertising Reserach Foundation 39th Annual Conference, New York.
Meeker, M.(1996). The internet advertising report. http://www.ms.com/misc/inetad/index.html.
Murphy, I. P.(1996). On-line ads effective? Who knows for sure?. Marketing News, 30(20).
Novak, T. P., & Hoffman, D. L.(1996). New metrics for new media : Toward the development of web measurement standards. http://www2000.ogsm.vanderbilt.edu.
Novak, T. P., D. L. Hoffman., & Yung, Y. F.(1998). Measuring the flow construct on online environments : A structural modeling approach. http://ecommerce.vanderbilt.edu/papers/flow.construct/measuring_flow_construct.html.
Online advertising discusssion list(1996). 1(91). http://www.tenagra.com/online-ads.
Paul, P.(1996). Marketing on the internet. Journal of Consumer Marketing. 13(4).
Philport, J. C., & Arbittier, J.(1997). Advertising : Brand communications styles in established media and the internet. Journal of Advertising Research, March/April.
Rafaeli, S., & Sudweeks, F.(1996). Networked interactivity. Journal of Computer-Mediated Communication, 2(4).
Reardon, K. K., & Rogers, E. M.(1988). Interpersonal versus mass communication : A false dichotomy. Human Communication Research, 15(2).
SMRB(1989). Simmons Technical Guide, N.Y. : Simmons Market Research Bureau.
SRI(1996). 1996 Smart Home Technology Survey. http://sri.com.
Sterne, J. (1997). Advertising on the Web. QUE.
Steuer, J. (1992). Defining virtual reality ; Dimension determining telepresence. Journal of Communication, 42(4).
Williams, F., & Rice, R. E.(1983). Communication research and the new media technologies. In Bostrom(Ed.), Communication Yearbook, 7.
Wood, L.(1998). Interet ad buys - What reach and frequency do they deliver?. Journal of Advertising Research, January/February.
youw123
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