Advertising, Promotion, and New Media
Marla R. Stafford, Ronald J. Faber
M.E. Sharpe, 2005 - Business & Economics - 380 pages
Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications -- essential information for any organization that wants to maintain an effective advertising programs, as well as for experts and students in the fields of advertising and mass communications.
Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.
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The Interaction of Traditional and New Media
The Netvertising Image Netvertising Image Communication Model NICM and Construct Definition
Intermedia Effects for AppropriateInappropriate Print and Internet Stimuli
A Survey of Measures Evaluating Advertising Effectiveness Based on Users Web Activity
Important Elements of Internet Advertising
Rethinking Interactivity What It Means and Why It May Not Always Be Beneficial
Measures of Perceived Interactivity An Exploration of the Role of Direction of Communication User Control and Time in Shaping Perceptions of Int...
Impact of 3D Advertising on Product Knowledge Brand Attitude and Purchase Intention The Mediating Role of Presence
CategoryBased Selection of Online Affiliates
Other New Media Ad Forms
Mobile Advertising A Research Agenda
Mobile Promotional Communication and Machine Persuasion A New Paradigm for Source Effects?
Brand Recall in the Advergaming Environment A CrossCountry Comparison
Advergame Playing Motivations and Effectiveness A Uses and Gratifications Perspective
The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising
Managing the Power of Curiosity for Effective Web Advertising Strategies
Banners PopUps and Online Sponsorship
Banner Advertisement Pricing Measurement and Pretesting Practices Perspectives from Interactive Agencies
Forced Exposure and Psychological Reactance Antecedents and Consequences of the Perceived Intrusiveness of PopUp Ads
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Advertising, Promotion, and New Media. Editor: Marla R. Stafford, Editor: Ronald J. Faber. me Sharpe, 2004 Quality paperback, 400 stran Velikost: 217x165 mm ...
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Advertising, Promotion and New Media. 분야 경영/경제. 책 이미지. Stafford, Marla R. 지음|meSharpe. 2004.10|ISBN 0765613158|HARDCOVER. 평점 평점 : 0.0 ...
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Advertising, Promotion, And New Media. FABER RONALD J., STAFFORD MARLA R. Pages :392. ISBN :81-203-2739-X. Price : 295.00 ...