عنوان

Advertising, promotion, and new media

شابک

0765613158

کد کشور

IR

شماره

11538

زبان متن نوشتاري يا گفتاري و مانند آن

انگلیسی

کشور محل نشر

IR

عنوان اصلي

Advertising, promotion, and new media

نام عام مواد

[Book]

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

, c2005.

نام خاص و کميت اثر

xii, 380 p. ill. 24 cm.

متن يادداشت

Language: انگلیسی

متن يادداشت

Print

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.

موضوع مستند نشده

Internet advertising

موضوع مستند نشده

Advertising

موضوع مستند نشده

Interactive multimedia

موضوع مستند نشده

Interactive marketing

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Stafford, Marla R.، 1960-

مستند نام اشخاص تاييد نشده

Faber, Ronald J

کشور

ایران

وضعیت فهرست نویسی

old catalog

فرمت انتشار

p

نوع ماده

BL

پیشوند ISBD اعمال شده است

1

سطح دسترسي

a

تكميل شده

Y