Advertising, promotion, and new media / edited by Marla R. Stafford, Ronald J. Faber.

Contributor(s): Stafford, Marla R, 1960- | Faber, Ronald J, 1948-Material type: TextTextPublication details: Armonk, NY. : M.E. Sharpe, c2005Description: xii, 380 p. : ill. ; 24 cmISBN: 0765613158 (cloth : alk. paper)Subject(s): Internet advertising | Advertising | Interactive multimedia | Interactive marketingDDC classification: 659.14/4 LOC classification: HF6146.I58 | A39 2005Online resources: Table of contents
Contents:
The interaction of traditional and new media / John Leckenby -- The netvertising image : netvertising image communication model (NICM) and construct definition / Barbara B. Stern, George Zinkhan, and Morris Holbrook -- Intermedia effects for appropriate/inappropriate print and internet stimuli / Shelly Rodgers -- Survey of measures evaluating advertising effectiveness based on users' web activity / Subodh Bhat, Michael Bevans, and Sanjit Sengupta -- Rethinking interactivity : what it means and why it may not always be beneficial / Yuping Liu and L.J. Shrum -- Measures of perceived interactivity : an exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity / Sally J. McMillan and Jang-Sun Hwang -- Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention : the mediating role of presence / Hairong Li, Terry Daugherty, and Frank Biocca -- Managing the power of curiosity for effective web advertising strategies / Satya Menon and Dilip Soman -- Banner advertisement pricing, measurement, and pretesting practices : perspectives from interactive agencies / Fuyuan Shen -- Forced exposure and psychological reactance : antecedents and consequences of the perceived intrusiveness of pop-up ads / Steven M. Edwards, Hairong Li, and Joo-Hyun Lee -- Category based selection of online affiliates / Purushottam Papatla and Amit Bhatnagar -- Mobile advertising : a research agenda / Virginia Rodrigues Perlado and Patrick Barwise -- Mobile promotional communication and machine persuasion : a new paradigm for source effects? / Thomas F. Stafford -- Brand recall in the advergaming environment : a cross-country comparison / Monica D. Hernandez ... [et al.] -- Advergame playing motivations and effectiveness : a uses and gratifications perspective / Seounmi Youn and Mira Lee -- The future of consumer decision making in the age of new media promotions and advertising / Ronald J. Faber and Marla Royne Stafford.
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Item type Current library Collection Call number Copy number Status Date due Barcode
Book Book University of Macedonia Library
Βιβλιοστάσιο Α (Stack Room A) 		Main Collection HF6146.I58A39 2005 (Browse shelf (Opens below)) 1 Available 0013084787

Includes bibliographical references and index.

The interaction of traditional and new media / John Leckenby -- The netvertising image : netvertising image communication model (NICM) and construct definition / Barbara B. Stern, George Zinkhan, and Morris Holbrook -- Intermedia effects for appropriate/inappropriate print and internet stimuli / Shelly Rodgers -- Survey of measures evaluating advertising effectiveness based on users' web activity / Subodh Bhat, Michael Bevans, and Sanjit Sengupta -- Rethinking interactivity : what it means and why it may not always be beneficial / Yuping Liu and L.J. Shrum -- Measures of perceived interactivity : an exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity / Sally J. McMillan and Jang-Sun Hwang -- Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention : the mediating role of presence / Hairong Li, Terry Daugherty, and Frank Biocca -- Managing the power of curiosity for effective web advertising strategies / Satya Menon and Dilip Soman -- Banner advertisement pricing, measurement, and pretesting practices : perspectives from interactive agencies / Fuyuan Shen -- Forced exposure and psychological reactance : antecedents and consequences of the perceived intrusiveness of pop-up ads / Steven M. Edwards, Hairong Li, and Joo-Hyun Lee -- Category based selection of online affiliates / Purushottam Papatla and Amit Bhatnagar -- Mobile advertising : a research agenda / Virginia Rodrigues Perlado and Patrick Barwise -- Mobile promotional communication and machine persuasion : a new paradigm for source effects? / Thomas F. Stafford -- Brand recall in the advergaming environment : a cross-country comparison / Monica D. Hernandez ... [et al.] -- Advergame playing motivations and effectiveness : a uses and gratifications perspective / Seounmi Youn and Mira Lee -- The future of consumer decision making in the age of new media promotions and advertising / Ronald J. Faber and Marla Royne Stafford.

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