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Consumption Markets & Culture Volume 4, 2000 - Issue 1
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Original Articles

Internet advertising: The medium is the difference

Xavier Drèze Department of Marketing, Marshall School of Business, University of Southern California, Los Angeles, CA, 90089–1421, USA
&
Fred Zufryden Department of Marketing, Marshall School of Business, University of Southern California, Los Angeles, CA, 90089–1421, USA
Pages 23-37 | Published online: 24 Feb 2011

References

  • Briggs , R. and Hollis , N. 1997 . “Advertising on the Web: Is There Response before Click‐Through?” . Journal of Advertising Research , 37 (2) : 33 – 45 .
  • Dréze , Xavier and Hussherr , Francois‐Xavier . 1999 . “Internet Advertising: Is Anybody Watching? . USC Working Paper ,
  • Dréze , Xavier and Zufryden , Fred . 1997 . “Testing Web Site Design and Promotional Content” . Journal of Advertising Research , 37 (2)
  • Dréze , Xavier and Zufryden , Fred . 1998 . “Is Internet Advertising Ready for Prime Time?” . Journal of Advertising Research , 38 (3) : 7 – 18 .
  • Internet Advertising Bureau . April 6 1998 . “Internet Advertising Approaches$ 1 billion;” . April 6 , [URL:http://www. iab.net]
  • Kafa , Peter . 1999 . “Unaccountable” . Forbes, Technology the Internet , May 3 : 194 – 195 .
  • Siddarth , S. 1999 . “Describing the Dynamics of Attention to TV Commercials: A Proportional Hazards Model of the Time to Zap an Ad” . USC Working paper ,
  • * Department of Marketing, Marshall School of Business, University of Southern California, Los Angeles, CA 90089–1421 USA.

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