Advertising, Promotion, and New MediaM.E. Sharpe |
Inhalt
| 3 | |
The Netvertising Image Netvertising Image Communication Model NICM and Construct Definition | 30 |
Intermedia Effects for AppropriateInappropriate Print and Internet Stimuli | 51 |
A Survey of Measures Evaluating Advertising Effectiveness Based on Users Web Activity | 68 |
Important Elements of Internet Advertising | 101 |
Rethinking Interactivity What It Means and Why It May Not Always Be Beneficial | 103 |
Measures of Perceived Interactivity An Exploration of the Role of Direction of Communication User Control and Time in Shaping Perceptions of Int... | 125 |
Impact of 3D Advertising on Product Knowledge Brand Attitude and Purchase Intention The Mediating Role of Presence | 148 |
CategoryBased Selection of Online Affiliates | 237 |
Other New Media Ad Forms | 259 |
Mobile Advertising A Research Agenda | 261 |
Mobile Promotional Communication and Machine Persuasion A New Paradigm for Source Effects? | 278 |
Brand Recall in the Advergaming Environment A CrossCountry Comparison | 298 |
Advergame Playing Motivations and Effectiveness A Uses and Gratifications Perspective | 320 |
Conclusion | 349 |
The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising | 351 |
Managing the Power of Curiosity for Effective Web Advertising Strategies | 175 |
Banners PopUps and Online Sponsorship | 199 |
Banner Advertisement Pricing Measurement and Pretesting Practices Perspectives from Interactive Agencies | 201 |
Forced Exposure and Psychological Reactance Antecedents and Consequences of the Perceived Intrusiveness of PopUp Ads | 215 |
About the Editors and the Contributors | 367 |
Index | 371 |
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 |
Advertising, Promotion, and New Media Marla R. Stafford,Ronald J. Faber Eingeschränkte Leseprobe - 2015 |
Häufige Begriffe und Wortgruppen
3-D advertising 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-commerce e-mail entertainment environment episode substitute Evaluation exposure factor forced exposure Forrester Research Hoffman and Novak identified indicate Internet advertising irritation Journal of Advertising Journal of Consumer Journal of Marketing knowledge gap 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 35 - When I use a word,” Humpty Dumpty said, in rather a scornful tone, “it means just what I choose it to mean—neither more nor less.” “The question is,', said Alice, “whether you can make words mean so many different things.” “The question is,” said Humpty Dumpty, “which is to be master—that's all
Seite 35 - choose it to mean—neither more nor less.” “The question is,', said Alice, “whether you can make words mean so many different things.” “The question is,” said Humpty Dumpty, “which is to be master—that's all
Seite 34 - one is trying to record the precise instant when a thing outward and objective transforms itself, or darts into a thing inward and subjective
Seite 154 - and (3) the mediator must positively affect the dependent variable when regressed in conjunction with the independent variable. Providing these conditions are met, the effect of the independent variable on the dependent variable must be less in the third step than in the second step (Baron
Seite 24 - In this world nothing can be said to be certain, except death and taxes.
Seite 41 - why men enjoy seeing a likeness is that in contemplating it they find themselves learning or inferring
Seite 13 - Steuer (1992) defines interactivity as the extent to which users can participate in modifying the form and content of a mediated environment in real time,
Seite 151 - the extent to which users can participate in modifying the form and content of a mediated environment in real time.
Seite 59 - Laboratory at the USDA Human Nutrition Research Center on Aging at Tufts University in Boston, has
Seite 145 - The Effects of Erotica and Dehumanizing Pornography in an Online Interactive Environment,” paper presented at Association for Education in Journalism and Mass Communication, August 9—12, Phoenix.
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