Advertising, promotion, and new media /

Stafford (Univ. of Memphis) and Faber (Univ. of Minnesota) offer a collection of insightful chapters written by experts from both academe and industry, skillfully blending the pieces to provide a well-integrated set of thought-provoking ideas. Some chapters are "thought" pieces and some empirically based, but all provide a scholarly tone and include references for further reading. New media are interactive, integrating computers with multimedia. Five sections divide the book. The first contains four chapters dealing with the broader issues of Internet advertising and related concerns about defining and measuring related constructs. Parts 2 and 3 discuss various aspects of Internet advertising with a focus on the impact of the interactivity of consumers and Web advertising. Part 4 offers interesting chapters dealing with mobile phone and video gaming-based approaches. The final part speculates about the future of consumer decision making in the age of new media. One weakness of this book is the scant attention generally given to negative aspects of new media, such as concern over privacy issues. Nonetheless, this volume is a must read for both researchers and practitioners who will be utilizing the brave new world of digital media. ^BSumming Up: Highly recommended. Graduate through professional collections. G. Riecken Georgia Southern Univesity