Advertising, Promotion, and New Media

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Marla R. Stafford, Ronald J. Faber
M.E. Sharpe, 2005 - 380 Seiten
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New media enter our lives faster than ever before. An understanding of these media, and how they can be used in marketing communications, is critical if organizations are to maintain an effective advertising program. This volume provides a complete, comprehensive guide to the applications of these new media technologies. areas in which new media are being used by marketers to create effective and efficient advertising strategies. These include techniques such as 3D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats like banner ads and pop-ups. Additional chapters discuss critical topics such as how to select online affiliates and best assess effectiveness of new media advertising, as well as thought-provoking ideas on emerging technology and how it may be effectively used for advertising and promotions in the future. Complete with detailed introductory and concluding chapters, plus detailed illustrations and references, Advertising, Promotion, and New Media is essential reading for experts and students in the fields of advertising and mass communications - anyone who needs a current, state-of-the-art overview of the forms and applications of new media technologies.
 

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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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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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