Advertising, promotion, and new media /
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| Imprint: | Armonk, NY. : M.E. Sharpe, c2005. |
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| Description: | xii, 380 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/5529267 |
Table of Contents:
- Preface: Advertising, Promotion, and the New Media
- Part I. Defining, Understanding, and Measuring New Media Advertising
- 1. The Interaction of Traditional and New Media
- 2. The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition
- 3. Intermedia Effects for Appropriate/Inappropriate Print and Internet Stimuli
- 4. Survey of Measures Evaluating Advertising Effectiveness Based on Users' Web Activity
- Part II. Important Elements of Internet Advertising
- 5. Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial
- 6. Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity
- 7. Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence
- 8. Managing the Power of Curiosity for Effective Web Advertising Strategies
- Part III. Banners, Pop-Ups, and Online Sponsorship
- 9. Banner Advertisement Pricing, Measurement, and Pretesting Practices: Perspectives from Interactive Agencies
- 10. Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads
- 11. Category Based Selection of Online Affiliates
- Part IV. Other New Media Ad Forms
- 12. Mobile Advertising: A Research Agenda
- 13. Mobile Promotional Communication and Machine Persuasion: A New Paradigm for Source Effects?
- 14. Brand Recall in the Advergaming Environment: A Cross-Country Comparison
- 15. Advergame Playing Motivations and Effectiveness: A "Uses and Gratifications" Perspective
- Part V. Conclusion
- 16. The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising
- About the Editors and Contributors
- Index
