491 -01 Advertising in Computer-mediated Environments Library and Resources

History of the Internet

History of Internet Advertising (Overviews)

History of Internet Advertising (Pivotal Events and Moments)

Current State of Interactive Advertising and Future Trends

Advertising in a Wireless World

Resources

TOPIC 1
The Nature and Evolution of The Internet As A Medium of Communication

  CyberTrends - John M McCann Duke University

            Technologies that drive the Digital Revolution
            The Digital Dawn ... the beginning of the Digital Age
            The Way We Live in the Digital Age
            The Way We Work in the Digital Age
            Digital Age Media
            Marketing in the Digital Age

Road Trip 1
Join A Couple Online Advertising Lists

Roadtrip 
Use the search engine Google.com the daily news service Wired News, and the news site MSNBC as jumping off points for high-technology Web exploration. Take a look at the CyberTimes of the New York Times (free, but registration required) and visit the splash page of the Wall Street Journal Interactive (subscription fee required to read the articles).

TOPIC 2
The Nature of  Electronic Commerce and the New Economy

Emerging Digital Economy report represents an initial step by the Clinton Administration and the U.S. Department of Commerce to better understand the effect of electronic commerce on the economy. The report presents both economic analysis and case studies that paint a picture of the importance of electronic commerce and information technologies to the economy as a whole and to individual sectors of the economy. This work is part of the Administration's initiative on global electronic commerce, which is described in the Framework for Global Electronic Commerce released by President Clinton July 1, 1997

Business Week Online The Click Here Economy, June, 1998.

Supplementary Reading
Kelly, Kevin  (1997),"The New Rules of the New Economy," Wired 5.09, September.

Inside The Mind of Evan Schwartz

TOPIC 3
What Are Defining Characteristics of  Computer-mediated Communication

Week 4
The Nature of the Internet Audience (Target Markets and Target Audiences)

ROADTRIP - 5
Browse the CyberAtlas section on  Internet Demographics   

Measurement and Audience and Market Analysis

TOPIC 5
Making Communication Central  In Integrated Marketing Communication

Strategic Communication : A Functional Perspective

What is Needed In On-Line Commercial Encounters: Trust-A Communication Variable?

 Hoffman, D. & Novak, T., Peeralta, M.  Con Game?  Information   Impacts, April 1999. 
 A team of researchers at Vanderbilt  University finds that consumer trust is                            fundamental  electronic  commerce.

TOPIC  6
The Nature of Digital Marketing

Inside the Mind of  Donna Hoffman

Roadtrip 2  
Browse  ELAB (Electronic Commerce Research Laboratory)

Go to  http://elabweb.com/eli/eli.cgi to find the following resources.

Online Shopping - Search

Product category unknown (gift-giving guides)
Product category known (acquire general information about products)
Product category is known (compare products)
Product category is known (recommend products)
Specific product known (walk the consumer through a decision process to find the best product or service)
Specific product is known (search auction sites)
Store search (comprehensive directories of online stores within product categories)
Store search (ratings, evaluations, or recommendations of online stores)

Online Shopping - Price

Price comparisons
"Name your price" sites
Sales and group buying

Online Shopping - Resources

Consumer protection on the Internet
Online shopping statistics

Measuring the Net

Comprehensive Sources of Internet Statistics
Internet Demographic and Usage Surveys
Size of the Network
Most Popular Sites and Pages
The Psychological Side
Most Popular Browsers and Computers
Web Advertising: Measuring the Clickstream
Measuring the Value of Internet Companies

Online Consumer Behavior

Agents & Decision Aids

Marketing Resources

Government Data
Commercial Data
Popular Media
Commercial Directories

Of More Than Academic Interest

Lists of Business Schools with Programs in Electronic Commerce
Jobs
Research Centers
Resource Lists
Courses
Cases and Teaching Materials
Professional Organizations
Conferences
Online Journals
Marketing Discussion Groups

Papers and Articles

Lists of Papers
Selected Papersed Papers

TOPIC 7
Relational Marketing: One-to-One Marketing

Inside The Mind of Don Peppers & Martha Rodgers

Week 8
On-Line Advertising: Nuts and Bolts

Web Monkey-Ecommerce Tutorial
Drumming Up Web Traffic on the Cheap

Web Monkey Tutorial
Online Advertising: Nuts and Bolts

TOPIC 9
Voices From The Front   Los Angeles, May 1999

AdTech Report #10 - Sports and the Web
http://www.o-a.com/adtech-floor10.html
AdTech Report #9 - Content and its Discontents
http://www.o-a.com/adtech-floor9.html
AdTech Report #8 - Brand Building With Internet Media
http://www.o-a.com/adtech-floor8.html
AdTech Report #7 - Creative Issues With High Stakes Advertisers
http://www.o-a.com/adtech-floor7.html
AdTech Report #6 - The Next Internet Advertising Success Story: Entertainment
http://www.o-a.com/adtech-floor6.html
AdTech Report #5 - Building Brand Equity on the Net
http://www.o-a.com/adtech-floor5.html
AdTech Report #4 - Customer Loyalty is the Name of the Game
http://www.o-a.com/adtech-floor4.html
AdTech Post-Floor Report, #3
http://www.o-a.com/adtech-floor3.html
AdTech Report From the Floor, #2
http://www.o-a.com/adtech-floor2.html
AdTech Report From the Floor, #1
http://www.o-a.com/adtech-floor1.html

Opening Keynote Panel    The Next Generation of Community/Content Organizers - Gateway to Mass Consumers and eCommerce 
 @dTech Chicago, May, 1998
George Bell-Excite        Robert Davis-Lycos                Robert Hult-AltaVista    Tim Koogle-Yahoo!
Harry Motro-Infoseek    Beth Vanderslice-HotBot    Moderator: Chuck Martin

Kelly P. Conlin    Establishing Media Brands and New Media Brands
Where Do We Go From Here? @d Tech, Chicago, 1998

Walter Forbes, CEO Cendant Corporation, The Interactive Revolution, @adTech Chicago, 1998.

TOPIC 10
Nature and Types of Internet Advertising

Roadtrip
Examining The Best In Online Ads

Road Trip 
Web Site As Ad

Road Trip  
 Banners

Road Trip 
Co-Branded Content

Road Trip 
Internet Direct Marketing

Week 11
Viral Marketing: 
Harnesing the Distinct Characteristic of the Medium

Viral Marketing: Resources

TOPIC 12
Virtual Communities as Models For Advertising and Marketing in Computer-mediated Environments

Road Trip 
Browse the Virtual Vineyards site.
How important is the development of "community" to an online storefront?
How can VV best develop its brand identity in cyberspace? 
Is this brand identity more important than the brand recognition of the wines it sells?  If so, why?

Inside The Mind of John Hagel

TOPIC 13
Aggregating Eyeballs:  "The Portal Wars"

Search Engines, Portals, and Advertising
Panel Discussion AdTech Chicago, May, 1998

TOPIC 14
Advertising in Computer-mediated Environments: Strengths & Limitations

TOPIC 15   THE FUTURE

Schrage, Michael Wired 8.08: The Debriefing: John Seely Brown