	Online Advertising
Home Communicators Audience Factors Routes of Communication Viral Marketing References	References (2009). Credible. Dictionary.com. Retrieved November 22, 2009, from http://dictionary.reference. com/browse/credibility (2009). Online advertising needs a different kind of creativity. Advertising Age, 80(36), 41. Retrieved November 24, 2009, from Academic Search Complete database. Calder, B., Malthouse, E., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321-331. Retrieved November 24, 2009, from Business Source Premier database. Fjell, K. (2009). Online advertising: Pay-per-view versus pay-per-click – A comment. Journal of Revenue & Pricing Management,8(2/3), 200-206. Retrieved November 25, 2009, from Business Source Premier database. George, K. (2009). Hey communicators! The 21st century is calling. Associations Now, 5(8), 22-25. Retrieved October 21, 2009, from Business Source Premier database. Golan, G. J., & Zaidner, L. (2008). Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel. Journal of Computer-Mediated Communication, 13, 959-972. Greer, J. (2003). Evaluating the credibility of online information: A test of source and advertising influence. Mass Communication & Society, 6(1), 11-28. Retrieved October 19, 2009, from PychINFO database. Howell, N. (2009). If click-through isn’t a measure, what’s engagement? New Media Age, 2. Retrieved November 24, 2009, from Business Source Premier database. Hyeonjin, S., Reid, L., King, K. (2007). Trust in different advertising media. Journalism & Mass Communication Quarterly, 84(3), 455-476. Retrieved October 19, 2009, from Communication & Mass Media Complete database. Jin, C. & Villegas, J. (2007). Consumer responses to advertising on the internet: The effect of individual difference on ambivaence and avoidance. CyberPsychology & Behavior, 10(2), 258-266. Johnson, T. & Kaye, B. (2002). Webelievability: A path model examining how convenience and reliance predict online credibility. Journalism & Mass Communication Quarterly, 79(3), 619-642. Retrieved October 21, 2009, from Communication & Mass Media Completely database. Lee, J. & Thorson, E. (2009). Cognitive and emotional processes in individuals and commercial web sites. J Bus Psychology, 24, 105-115. Neuborne, E. (2001). For kids on the web, it's an ad, ad, ad, ad world. BusinessWeek, 3745. Retrieved December 7, 2009, from Academic Search Complete database. Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243-281. Retrieved November 10, 2009, from PsychINFO database. SanJose-Cabezudo, R., Gutierrez-Arranz, A., & Gutierrez-Cillan, J. (2009). The combined influence of central and peripheral routes in the online persuasion process. CyberPsychology & Behavior, 12(3), 299-308. Retrieved October 5, 2009, from PsychINFO database. Taylor, C. (2009). The six principles of digital advertising. International Journal of Advertising, 28(3), 411-418. Retrieved October 21, 2009, from Business Source Premier database. Taylor, R. E. (1999). A Six-Segment Message Strategy Wheel. Journal of Advertising Research, 39, 7-17. Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73, 90-102. Vagg, T. (2009). Advertising on trusted websites brings greater rewards. New Media Age, 7. Retrieved October 21, 2009 from Business Source Premier database. Wei, R., Xiaoming, H., & Pan, J. (2010). Examining user behavioral response to SMS ads: Implications for the evolution of the mobile phone as a bona-fide medium. Telematics & Informatics, 27(1), 32-41. Retrieved November 26, 2009, from Communication & Mass Media Complete database. Wolin, L. & Korgaonkar, P. (2003). Web advertising: gender differences in beliefs, attitudes and behavior. Internet Research: Electronic Networking Applications and Policy, 13(5), 375-385. Retrieved October 21, 2009, from Academic Search Complete database.

Online Advertising

References

(2009). Credible. Dictionary.com. Retrieved November 22, 2009, from http://dictionary.reference. com/browse/credibility

(2009). Online advertising needs a different kind of creativity. Advertising Age, 80(36), 41. Retrieved November 24, 2009, from Academic Search Complete database.

Calder, B., Malthouse, E., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321-331. Retrieved November 24, 2009, from Business Source Premier database.

Fjell, K. (2009). Online advertising: Pay-per-view versus pay-per-click – A comment. Journal of Revenue & Pricing Management,8(2/3), 200-206. Retrieved November 25, 2009, from Business Source Premier database.

George, K. (2009). Hey communicators! The 21st century is calling. Associations Now, 5(8), 22-25. Retrieved October 21, 2009, from Business Source Premier database.

Golan, G. J., & Zaidner, L. (2008). Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel. Journal of Computer-Mediated Communication, 13, 959-972.

Greer, J. (2003). Evaluating the credibility of online information: A test of source and advertising influence. Mass Communication & Society, 6(1), 11-28. Retrieved October 19, 2009, from PychINFO database.

Howell, N. (2009). If click-through isn’t a measure, what’s engagement? New Media Age, 2. Retrieved November 24, 2009, from Business Source Premier database.

Hyeonjin, S., Reid, L., King, K. (2007). Trust in different advertising media. Journalism & Mass Communication Quarterly, 84(3), 455-476. Retrieved October 19, 2009, from Communication & Mass Media Complete database.

Jin, C. & Villegas, J. (2007). Consumer responses to advertising on the internet: The effect of individual difference on ambivaence and avoidance. CyberPsychology & Behavior, 10(2), 258-266.

Johnson, T. & Kaye, B. (2002). Webelievability: A path model examining how convenience and reliance predict online credibility. Journalism & Mass Communication Quarterly, 79(3), 619-642. Retrieved October 21, 2009, from Communication & Mass Media Completely database.

Lee, J. & Thorson, E. (2009). Cognitive and emotional processes in individuals and commercial web sites. J Bus Psychology, 24, 105-115.

Neuborne, E. (2001). For kids on the web, it's an ad, ad, ad, ad world. BusinessWeek, 3745. Retrieved December 7, 2009, from Academic Search Complete database.

Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243-281. Retrieved November 10, 2009, from PsychINFO database.

SanJose-Cabezudo, R., Gutierrez-Arranz, A., & Gutierrez-Cillan, J. (2009). The combined influence of central and peripheral routes in the online persuasion process. CyberPsychology & Behavior, 12(3), 299-308. Retrieved October 5, 2009, from PsychINFO database.

Taylor, C. (2009). The six principles of digital advertising. International Journal of Advertising, 28(3), 411-418. Retrieved October 21, 2009, from Business Source Premier database.

Taylor, R. E. (1999). A Six-Segment Message Strategy Wheel. Journal of Advertising Research, 39, 7-17.

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73, 90-102.

Vagg, T. (2009). Advertising on trusted websites brings greater rewards. New Media Age, 7. Retrieved October 21, 2009 from Business Source Premier database.

Wei, R., Xiaoming, H., & Pan, J. (2010). Examining user behavioral response to SMS ads: Implications for the evolution of the mobile phone as a bona-fide medium. Telematics & Informatics, 27(1), 32-41. Retrieved November 26, 2009, from Communication & Mass Media Complete database.

Wolin, L. & Korgaonkar, P. (2003). Web advertising: gender differences in beliefs, attitudes and behavior. Internet Research: Electronic Networking Applications and Policy, 13(5), 375-385. Retrieved October 21, 2009, from Academic Search Complete database.