Advertising, Promotion, and New Media (Google eBook)

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M.E. Sharpe, 2004 - Advertising - 380 pages
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Contents

The Interaction of Traditional and New Media
3
The Netvertising Image Netvertising Image Communication Model NICM and Construct Definition
30
Intermedia Effects for AppropriateInappropriate Print and Internet Stimuli
51
A Survey of Measures Evaluating Advertising Effectiveness Based on Users Web Activity
68
Important Elements of Internet Advertising
101
Rethinking Interactivity What It Means and Why It May Not Always Be Beneficial
103
Measures of Perceived Interactivity An Exploration of the Role of Direction of Communication User Control and Time in Shaping Perceptions of Int...
125
Impact of 3D Advertising on Product Knowledge Brand Attitude and Purchase Intention The Mediating Role of Presence
148
CategoryBased Selection of Online Affiliates
237
Other New Media Ad Forms
259
Mobile Advertising A Research Agenda
261
Mobile Promotional Communication and Machine Persuasion A New Paradigm for Source Effects?
278
Brand Recall in the Advergaming Environment A CrossCountry Comparison
298
Advergame Playing Motivations and Effectiveness A Uses and Gratifications Perspective
320
Conclusion
349
The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising
351

Managing the Power of Curiosity for Effective Web Advertising Strategies
175
Banners PopUps and Online Sponsorship
199
Banner Advertisement Pricing Measurement and Pretesting Practices Perspectives from Interactive Agencies
201
Forced Exposure and Psychological Reactance Antecedents and Consequences of the Perceived Intrusiveness of PopUp Ads
215
About the Editors and the Contributors
367
Index
371
Copyright

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