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| LEADER |
02853nam a2200253 a 4500 |
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534995 |
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20171111230000.0 |
| 008 |
040221s2005 nyua b 001 0 eng |
| 020 |
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|a 0765613158 (cloth : alk. paper)
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| 040 |
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|a DLC
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| 050 |
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|a HF6146.I58
|b A39 2005
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| 082 |
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|2 22
|a 659.14/4
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| 245 |
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|a Advertising, promotion, and new media /
|c edited by Marla R. Stafford, Ronald J. Faber.
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| 260 |
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|a Armonk, NY. :
|b M.E. Sharpe,
|c c2005.
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| 300 |
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|a xii, 380 p. :
|b ill. ;
|c 24 cm.
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
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|a The interaction of traditional and new media / John Leckenby -- The netvertising image : netvertising image communication model (NICM) and construct definition / Barbara B. Stern, George Zinkhan, and Morris Holbrook -- Intermedia effects for appropriate/inappropriate print and internet stimuli / Shelly Rodgers -- Survey of measures evaluating advertising effectiveness based on users' web activity / Subodh Bhat, Michael Bevans, and Sanjit Sengupta -- Rethinking interactivity : what it means and why it may not always be beneficial / Yuping Liu and L.J. Shrum -- 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 -- Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention : the mediating role of presence / Hairong Li, Terry Daugherty, and Frank Biocca -- Managing the power of curiosity for effective web advertising strategies / Satya Menon and Dilip Soman -- Banner advertisement pricing, measurement, and pretesting practices : perspectives from interactive agencies / Fuyuan Shen -- 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 -- Category based selection of online affiliates / Purushottam Papatla and Amit Bhatnagar -- Mobile advertising : a research agenda / Virginia Rodrigues Perlado and Patrick Barwise -- Mobile promotional communication and machine persuasion : a new paradigm for source effects? / Thomas F. Stafford -- Brand recall in the advergaming environment : a cross-country comparison / Monica D. Hernandez ... [et al.] -- Advergame playing motivations and effectiveness : a uses and gratifications perspective / Seounmi Youn and Mira Lee -- The future of consumer decision making in the age of new media promotions and advertising / Ronald J. Faber and Marla Royne Stafford.
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| 650 |
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|a Internet advertising
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| 650 |
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|a Advertising
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| 650 |
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|a Interactive multimedia
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| 650 |
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|a Interactive marketing
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| 700 |
1 |
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|a Stafford, Marla R.,
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| 700 |
1 |
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|a Faber, Ronald J.,
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| 952 |
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|a GrThPMO
|b 59b003666c5ad17d7e5a8ae5
|c 952a
|d 9528
|e HF6146.I58A39 2005
|t 7
|x m
|z Books
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