Advertising, Promotion, and New Media

Cover
Marla 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.
 

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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
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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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