عنوان
پدید آورنده
موضوع
رده
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0765613158 (cloth : alk. paper)
LANGUAGE OF THE ITEM
.Language of Text, Soundtrack etc
لاتين
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
Advertising, promotion, and new media /edited by Marla R. Stafford, Ronald J. Faber.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Armonk, NY. :
Name of Publisher, Distributor, etc.
M.E. Sharpe
Date of Publication, Distribution, etc.
c2005.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
xii, 380 p. :ill.
NOTES PERTAINING TO BINDING AND AVAILABILITY
Text of Note
مرجع به حساب نمي آيد
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references and index.
CONTENTS NOTE
Text of Note
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
TOPICAL NAME USED AS SUBJECT
Entry Element
Internet advertising
Entry Element
Advertising -- Awards
Entry Element
Interactive multimedia
Entry Element
Interactive marketing
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HF
6146
.
I58
A39
2005
PERSONAL NAME - PRIMARY RESPONSIBILITY
Entry Element
مولف
PERSONAL NAME - SECONDARY RESPONSIBILITY
Entry Element
Stafford, Marla R.,
Entry Element
Faber, Ronald J.,
Dates
1960-
Dates
1948-
