Verfügbarkeit: Advertising, promotion, and new media

Advertising, promotion, and new media:

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Bibliographische Detailangaben
Weitere Verfasser:	Stafford, Marla R. (HerausgeberIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Armonk, NY <[u.a.>] Sharpe 2005
Schlagworte:	Internet advertising Advertising Interactive multimedia Interactive marketing Neue Medien Online-Marketing Werbung Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Aus: Journal of advertising. Vol. 31. 2002
Beschreibung:	XII, 380 S. Ill., graph. Darst.
ISBN:	0765613158

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents Preface: Advertising, Promotion, and the New Media ix Part I. Defining, Understanding, and Measuring New Media Advertising 1 1. The Interaction of Traditional and New Media John D. Leckenby 3 2. The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition Barbara B. Stern, George M. Zinkhan, and Morris B. Holbrook 30 3. Intermedia Effects for Appropriate/Inappropriate Print and Internet Stimuli Shelly Rodgers 51 4. A Survey of Measures Evaluating Advertising Effectiveness Based on Users Web Activity Subodh Bhat, Michael Bevans, and Sanjit Sengupta 68 Part II. Important Elements of Internet Advertising 101 5. Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial Yuping Liu and L.J. Shrum 103 vi CONTENTS 6. Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity Sally J. McMillan and Jang-Sun Hwang 125 7. Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence Hairong Li, Terry Dougherty, and Frank Biocca 148 8. Managing the Power of Curiosity for Effective Web Advertising Strategies Satya Menon and Dilip Soman 175 Part III. Banners, Pop-Ups, and Online Sponsorship 199 9. Banner Advertisement Pricing, Measurement, and Pretesting Practices: Perspectives from Interactive Agencies Fuyuan Shen 201 10. Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads Steven M. Edwards, Hairong Li, and Joo-Hyun Lee 215 11. Category-Based Selection of Online Affiliates Purushottam Papatla and Amit Bhatnagar 237 Part IV. Other New Media Ad Forms 259 12. Mobile Advertising: A Research Agenda Virginia Rodriguez Perlado and Patrick Barwise 261 13. Mobile Promotional Communication and Machine Persuasion: A New Paradigm for Source Effects? Thomas F. Stafford 278 14. Brand Recall in the Advergaming Environment: A Cross-Country Comparison Monica D. Hernandez, Michael S. Minor, Jaebeom Suh, Sindy Chapa, and Jose A. Salas 298 CONTENTS vii 15. Advergame Playing Motivations and Effectiveness: A Uses and Gratifications Perspective Seounmi Youn and Mira Lee 320 Part V. Conclusion 349 16. The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising Ronald J. Faber and Maria Royne Stafford 351 About the Editors and Contributors 367 Index 371
any_adam_object	1
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dewey-full	659.144
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	659 - Advertising and public relations
dewey-raw	659.144
dewey-search	659.144
dewey-sort	3659.144
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
format	Book
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subject_GND	(DE-588)4196910-8 (DE-588)7706419-7 (DE-588)4065541-6 (DE-588)4143413-4
title	Advertising, promotion, and new media
title_auth	Advertising, promotion, and new media
title_exact_search	Advertising, promotion, and new media
title_full	Advertising, promotion, and new media ed. by Marla R. Stafford ...
title_fullStr	Advertising, promotion, and new media ed. by Marla R. Stafford ...
title_full_unstemmed	Advertising, promotion, and new media ed. by Marla R. Stafford ...
title_short	Advertising, promotion, and new media
title_sort	advertising promotion and new media
topic	Internet advertising Advertising Interactive multimedia Interactive marketing Neue Medien (DE-588)4196910-8 gnd Online-Marketing (DE-588)7706419-7 gnd Werbung (DE-588)4065541-6 gnd
topic_facet	Internet advertising Advertising Interactive multimedia Interactive marketing Neue Medien Online-Marketing Werbung Aufsatzsammlung
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