عنوان

Advertising, promotion, and new media

شابک

0765613158

شماره

38707

زبان متن نوشتاري يا گفتاري و مانند آن

eng

عنوان اصلي

Advertising, promotion, and new media

نام نخستين پديدآور

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

محل نشرو پخش و غیره

Armonk, NY.

نام ناشر، پخش کننده و غيره

: M.E. Sharpe,

تاریخ نشرو بخش و غیره

, c2006.

نام خاص و کميت اثر

xii, 380 p

ساير جزييات

. ill. 24 cm.

متن يادداشت

Language: انگلیسی

متن يادداشت

Print

متن يادداشت

ng

متن يادداشت

Includes bibliographical references and index.

متن يادداشت

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.

عنصر شناسه ای

Internet advertising

عنصر شناسه ای

Advertising

عنصر شناسه ای

Interactive multimedia

عنصر شناسه ای

Interactive marketing

شماره

مستند نام اشخاص تاييد نشده

Stafford, Marla R.,1960-

مستند نام اشخاص تاييد نشده

Faber, Ronald J.,1948-

وضعیت فهرست نویسی

old catalog