| 5 |
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Editorial
by William A. Cook |
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| 7 |
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In Praise of Hypertext
by Denman Maroney
Today technology reigns on the Web, but can Java-sizzle sustain a medium where
content quality is more virtual than real? |
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| 11 |
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The Expanded ARF Model: Bridge to the
Accountable Advertising Future
by Bill Harvey
Should new media be poured into old research bottles? No, well, what if the bottle is
reblown? |
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| 21 |
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The Once and Future Web: Scenarios for
Advertisers
by Scott McDonald
The form and nature of content on the Web has been constrained by bandwidth limitations of
the existing "pipeline." As competition from alternative pipelines accelerates
in the coming years, content will evolve into formats more akin to contemporary
television. |
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| 29 |
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The Interactive Telemedia Index: An
Internet/ITV Impact Model
by Craig Gugel
The ITI addresses the critical "when" and "how" questions about the
Web and other interactive media. |
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| 33 |
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Advertising on the Web: Is There
Response before Click-Through?
by Rex Briggs and Nigel Hollis
Measuring attitudes and behavior toward Web banner ads reveals cognitive and attitudinal
change even without click-through. |
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| 47 |
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The Role and Effect of Web Addresses
in Advertising
by Lynda M. Maddox, Darshan Mehta, and Hugh G. Daubeck
Have you wondered whether or not URLs are noticed in ads? What are they communicating? |
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| 61 |
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The Interactions between Computer and
Television Usage
by Steve Coffey and Horst Stipp
Predictions of a rapid decline in TV viewing as a result of the increasing popularity of
the Internet fail to recognize an important interaction between traditional media and new
ones. |
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| 68 |
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Advertising: Brand Communications
Styles in Established Media and the Internet
by Joseph C. Philport and Jerry Arbittier
Comparing leading to lagging brands in their communication styles across the Internet and
four traditional media yields keys to more effective copy and media strategies. |
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| 77 |
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Testing Web Site Design and
Promotional Content
by Xavier Drèze and Fred Zufryden
A conjoint analysis-based methodology is recommended for evaluating the design and the
effectiveness of promotional content. |
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| 92 |
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Avoiding Copyright and Other Legal
Pitfalls in Setting Up Your Web Site
by Elaine P. English
The information highway, thus far, has not become the free-wheeling public frontier that
many envisioned, but there are perils, and here are steps to avoid some of them. |
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| 96 |
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Or Is It an Elephant? Stretching Our
Minds for a New Web Pricing Model
by Erwin Ephron
There is an interactive pricing paradox. Web media want to be paid for interactivity, but
are unwilling to price on response. |
| 100 |
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Management Slant |
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