عنوان

Advertising, promotion, and new media

(Number (ISBN

0765613158

Country Code

IR

Number

11538

.Language of Text, Soundtrack etc

انگلیسی

Country of publication

IR

Title Proper

Advertising, promotion, and new media

General Material Designation

[Book]

First Statement of Responsibility

/ edited by Marla R. Stafford, Ronald J. Faber

Place of Publication, Distribution, etc.

Armonk, NY.

Name of Publisher, Distributor, etc.

: M.E. Sharpe,

Date of Publication, Distribution, etc.

, c2005.

Specific Material Designation and Extent of Item

xii, 380 p. ill. 24 cm.

Text of Note

Language: انگلیسی

Text of Note

Print

Text of Note

Includes bibliographical references and index.

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 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.

Internet advertising

Advertising

Interactive multimedia

Interactive marketing

Class number

Book number

Stafford, Marla R.، 1960-

Faber, Ronald J

Country

ایران

old catalog

p

BL

1

a

Y