Advertising, Promotion, and New MediaRoutledge, 26.03.2015 - 392 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
Netvertising Image Communication Model | |
Intermedia Effects for AppropriateInappropriate Print and Internet | |
A Survey of Measures Evaluating Advertising Effectiveness Based | |
What It Means and Why It May | |
An Exploration of the Role | |
Impact of 3D Advertising on Product Knowledge Brand Attitude | |
Managing the Power of Curiosity for Effective Web Advertising | |
Banner Advertisement Pricing Measurement and Pretesting | |
Antecedents | |
CategoryBased Selection of Online Affiliates | |
A Research Agenda | |
A CrossCountry | |
A Uses | |
The Future of Consumer Decision Making in the Age of | |
About the Editors and Contributors | |
Andere Ausgaben - Alle anzeigen
Advertising, Promotion, and New Media Marla R. Stafford,Ronald J. Faber Eingeschränkte Leseprobe - 2005 |
Advertising, Promotion, and New Media Marla R. Stafford,Ronald J. Faber Eingeschränkte Leseprobe - 2015 |
Häufige Begriffe und Wortgruppen
3D advertising active control advergame playing advertising effectiveness Advertising Research affiliate analysis assess audience banner ads behavior Biocca brand attitude brand recall browser clickthrough cognitive commercial ComputerMediated concept Consumer Research credibility curiosity trigger dimensions email entertainment environment episode substitute Evaluation example exposure factor forced exposure Forrester Research Hoffman and Novak hypotheses identified indicated Internet advertising Intrinsically motivated intrusiveness irritation Journal JournalofAdvertising Research knowledge gap manipulation mass media mcommerce measures media types medium messages metric mobile advertising mobile devices mobile phone mobile promotion motivations netvertising Oftel participants perceived interactivity percent players playing advergames potential presented pretest product categories product knowledge product placement purchase intention racing game radio reactance relationship response South Korea specific stimuli target Telepresence television traditional media twoway communication unique visitors user’s variables virtual experience