Advertising, Promotion, and New Media / Edition 1

Advertising, Promotion, and New Media / Edition 1

by Marla R. Stafford, Ronald J. Faber
     
 

ISBN-10: 0765613166

ISBN-13: 9780765613165

Pub. Date: 10/31/2004

Publisher: Taylor & Francis

Faber (Mass Communications, University of Wisconsin), and Stafford (Marketing, University of Memphis) edit this collection of 16 essays exploring online advertising technologies and their use by advertisers. Topics include the interaction of traditional and new media; intermedia effects for appropriate/inappropriate print and Internet stimuli; a survey of measures…  See more details below

Overview

Faber (Mass Communications, University of Wisconsin), and Stafford (Marketing, University of Memphis) edit this collection of 16 essays exploring online advertising technologies and their use by advertisers. Topics include the interaction of traditional and new media; intermedia effects for appropriate/inappropriate print and Internet stimuli; a survey of measures evaluating advertising effectiveness based on users' Web activity; what "interactivity" means and why it may not always be beneficial; banner advertising pricing, measurement, and pretesting practices; consequences of the perceived intrusiveness of pop-up ads; research strategies for the mobile devices medium; and advergame playing motivations and effectiveness. The book's conclusion speculates on the future of consumer decision-making in this age of modern media. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780765613165
Publisher:
Taylor & Francis
Publication date:
10/31/2004
Edition description:
New Edition
Pages:
400
Product dimensions:
5.62(w) x 9.00(h) x 0.83(d)

Table of Contents

Preface : advertising, promotion, and the new media
1The interaction of traditional and new media3
2The netvertising image : netvertising image communication model (NICM) and construct definition30
3Intermedia effects for appropriate/inappropriate print and Internet stimuli51
4A survey of measures evaluating advertising effectiveness based on users' Web activity68
5Rethinking interactivity : what it means and why it may not always be beneficial103
6Measures of perceived interactivity : an exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity125
7Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention : the mediating role of presence148
8Managing the power of curiosity for effective Web advertising strategies175
9Banner advertisement pricing, measurement, and pretesting practices : perspectives from interactive agencies201
10Forced exposure and psychological reactance : antecedents and consequences of the perceived intrusiveness of pop-up ads215
11Category-based selection of online affiliates237
12Mobile advertising : a research agenda261
13Mobile promotional communication and machine persuasion : a new paradigm for source effects?278
14Brand recall in the advergaming environment : a cross-country comparison298
15Advergame playing motivations and effectiveness : a "uses and gratifications" perspective320
16The future of consumer decision making in the age of new media promotions and advertising351

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