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Advertising, promotion, and new media

Advertising, promotion, and new media (1회 대출)

자료유형
단행본
개인저자
Stafford, Marla R. 1960-. Faber, Ronald J. 1948-.
서명 / 저자사항
Advertising, promotion, and new media / edited by Marla R. Stafford and Ronald J. Faber.
발행사항
Armonk, NY. :   M.E. Sharpe ,   2005.  
형태사항
xii, 380 p. : ill. ; 24 cm.
ISBN
0765613158 (cloth : alk. paper)
내용주기
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.
서지주기
Includes bibliographical references and index.
일반주제명
Internet advertising. Advertising. Interactive multimedia. Interactive marketing.
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010 ▼a 2004004069
020 ▼a 0765613158 (cloth : alk. paper)
035 ▼a KRIC09745056
040 ▼a DLC ▼c DLC ▼d 211046 ▼d 211046 ▼d 244002
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050 0 0 ▼a HF6146.I58 ▼b A39 2004
082 0 4 ▼a 659.144 ▼2 22
090 ▼a 659.144 ▼b A244
245 0 0 ▼a Advertising, promotion, and new media / ▼c edited by Marla R. Stafford and Ronald J. Faber.
260 ▼a Armonk, NY. : ▼b M.E. Sharpe , ▼c 2005.
300 ▼a xii, 380 p. : ▼b ill. ; ▼c 24 cm.
504 ▼a Includes bibliographical references and index.
505 0 ▼a 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.
650 0 ▼a Internet advertising.
650 0 ▼a Advertising.
650 0 ▼a Interactive multimedia.
650 0 ▼a Interactive marketing.
700 1 ▼a Stafford, Marla R. ▼d 1960-.
700 1 ▼a Faber, Ronald J. ▼d 1948-.

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 세종학술정보원/사회과학실/ 청구기호 659.144 A244 등록번호 151186657 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

목차

Preface: Advertising, Promotion, and the New Media; Part I. Defining, Understanding, and Measuring New Media Advertising; 1. The Interaction of Traditional and New Media, John Leckenby; 2. The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition, Barbara B. Stern, George Zinkhan, and Morris Holbrook; 3. Intermedia Effects for Appropriate/Inappropriate Print and Internet Stimuli, Shelly Rodgers; 4. Survey of Measures Evaluating Advertising Effectiveness Based on Users' Web Activity, Subodh Bhat, Michael Bevans, and Sanjit Sengupta; Part II. Important Elements of Internet Advertising; 5. Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial, Yuping Liu and L.J. Shrum; 6. 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; 7. 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; 8. Managing the Power of Curiosity for Effective Web Advertising Strategies, Satya Menon and Dilip Soman; Part III. Banners, Pop-Ups, and Online Sponsorship; 9. Banner Advertisement Pricing, Measurement, and Pretesting Practices: Perspectives from Interactive Agencies, Fuyuan Shen; 10. 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; 11. Category Based Selection of Online Affiliates, Purushottam Papatla and Amit Bhatnagar; Part IV. Other New Media Ad Forms; 12. Mobile Advertising: A Research Agenda, Virginia Rodrigues Perlado and Patrick Barwise; 13. Mobile Promotional Communication and Machine Persuasion: A New Paradigm for Source Effects? Thomas F. Stafford; 14. Brand Recall in the Advergaming Environment: A Cross-Country Comparison, Monica D. Hernandez, Michael S. Minor, Jaebeom Suh, Sindy Chapa, and Jose Salas; 15. Advergame Playing Motivations and Effectiveness: A Uses and Gratifications Perspective, Seounmi Youn and Mira Lee; Part V. Conclusion; 16. The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising, Ronald J. Faber and Marla Royne Stafford; Index About the Editors and Contributors


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