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 |
| 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
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