Advertising, Promotion, and New MediaMarla R. Stafford, Ronald J. Faber M.E. Sharpe, 2005 - 380 Seiten Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications - essential information for any organization that wants to maintain an effective advertising program, as well as for experts and students in the fields of advertising and mass communications. Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future. |
Inhalt
The Interaction of Traditional and New Media | 3 |
Netvertising Image Communication | 30 |
Intermedia Effects for AppropriateInappropriate Print | 51 |
A Survey of Measures Evaluating Advertising Effectiveness | 68 |
What It Means and Why It | 103 |
An Exploration of | 125 |
Impact of 3D Advertising on Product Knowledge Brand | 148 |
Managing the Power of Curiosity for Effective | 175 |
Banner Advertisement Pricing Measurement and Pretesting | 201 |
Antecedents | 215 |
CategoryBased Selection of Online Affiliates | 237 |
A Research Agenda | 261 |
A Uses | 320 |
The Future of Consumer Decision Making in the Age of New Media | 351 |
About the Editors and Contributors | 367 |
Andere Ausgaben - Alle anzeigen
Advertising, Promotion, and New Media Marla R. Stafford,Ronald J. Faber Eingeschränkte Leseprobe - 2015 |
Advertising, Promotion, and New Media Marla R. Stafford,Ronald J. Faber Eingeschränkte Leseprobe - 2015 |
Häufige Begriffe und Wortgruppen
3-D advertising active control adver advergame playing advertising effectiveness Advertising Research affiliate assess audience banner ads behavior Biocca brand attitude brand recall browser click-through click-through rates cognitive Computer-Mediated Communication concept Consumer Research credibility dimensions e-mail entertainment environment episode substitute Evaluation exposure factor forced exposure Forrester Research Hoffman and Novak hypotheses identified indicate Internet advertising intrusiveness irritation Journal of Advertising Journal of Consumer knowledge gap m-commerce mass media measures media types medium messages metric mobile advertising mobile devices mobile phone motivations netvertising no-cue participants perceived interactivity percent players playing advergames pop-up ads presented pretest product categories product knowledge product placement purchase intention racing game radio reactance relationship responses South Korea specific stimuli strict complements sumer target Telepresence television tion tive traditional media two-way communication unique visitors variables virtual experience
Beliebte Passagen
Seite 319 - Journal of Consumer Research, 25 (September), 108-122. Schmitt, Bernd H., Yigang Pan, and Nader T. Tavassoli. (1994) "Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English.
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