Advertising on the Web - Academic Research


  • Project 2000 is a five-year sponsored research effort devoted to the scholarly and rigorous investigation of the marketing implications of commercializing hypermedia computer-mediated environments (CMEs) like the World Wide Web and other emerging electronic environments, based at Vanderbilt University in Nashville. Within project 2000, we can especially recommend:
    • Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations is excellent theoretical analysis of the Web as a medium for market communications. In this working paper, which is written by Donna Hoffman and Thomas Novak, the communication characteristics of Hypermedia CMEs (such as the Web) are analyzed, and a structural model of consumer behavior is developed incorporating the notion of flow.
    • Commercial Scenarios for the Web: Opportunities and Challenges - this paper by Hoffman, Novak and Chatterjee explores the role of the web as a distribution channel and a medium of marketing communication, the benefits of using the Web in a commercial context, and the barriers to commercial growth of the Web. The paper also proposes a classification structure to categorize commercial web sites.

  • The Hermes Project A research project on the commercial uses of the World Wide Web. The Hermes project has the following objectives: 1) To understand why customers and businesses decide to try, use and provide commercial resources on the World Wide Web. 2) To develop a reliable methodology to track and predict important customer and corporate trends. 3) To provide useful commerce related information to the Web community. Hermes provides useful and up-to-date empirical analyses of Web demographics

  • The CommerceNet / Nielsen Internet Demographics Recontact Study, March/April 1996. Executive Summary - this survey is the most comprehensive study of Internet and World Wide Web size and use to date. The results fully document the importance of the Internet in general and the World Wide Web in particular as communication media which need to be taken seriously. You can also look at the Nielsen Media Research version of the CommerceNet / Nielsen Internet Demographics Recontact Study, March/April 1996: Executive Summary Internet Demographics Survey

  • CyberAtlas seeks to gather interesting material about advertising on the World Wide Web and related topics, one of our favorit sites. And it keeps getting better. It has now become a part of I/PRO, which is theInternet Profiles Corporation.

  • NUA Choise - Internet Surveys This site claims to offer "information resources for the busy manager". It is a very good site, full of relevant informations. It offers the possibility of subscribing free of charge to Internet Survey, which is a good idea if you want to be kept up to date on what is happening. New newsletters are posted every month.

  • The NPD Group seeks to measure what the World Wide Web users are doing on the Net, contains some interesting articles.

  • Journal of Computer-mediated Communication seeks to publish original essays and research reports on such topics as interpersonal and group processes in communication networks, issues of privacy, economics and access raised by the developing information infrastructure, instructional communication in distance learning, computer-supported cooperative work, and organizational and social policy issuesoccasioned by the new medium.

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