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Advertising, promotion, and new media / (Record no. 1995)

MARC details
000 -LEADER
fixed length control field	02987nam a2200265 a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field	20260112063245.0
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number	812032739X
039 ## - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE]
Level of rules in bibliographic description	202110081625
Level of effort used to assign nonsubject heading access points	staff
Level of effort used to assign subject headings	201301210545
Level of effort used to assign classification	staff
Level of effort used to assign subject headings	201212050515
Level of effort used to assign classification	staff
Level of effort used to assign subject headings	201002010412
Level of effort used to assign classification	staff
--	201002010357
--	staff
050 ## - LIBRARY OF CONGRESS CALL NUMBER
Classification number	659.144
Item number	STA
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number	659.144
Item number	STA [ Shelf 72 ]
245 ## - TITLE STATEMENT
Title	Advertising, promotion, and new media /
Statement of responsibility, etc.	edited by Marla R. Stafford, Ronald J. Faber.
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc.	New Delhi :
Name of publisher, distributor, etc.	Prentice Hall of India,
Date of publication, distribution, etc.	c2006.
300 ## - PHYSICAL DESCRIPTION
Extent	xii, 380 p. :
Other physical details	ill. ;
Dimensions	24 cm.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note	Includes bibliographical references and index.
505 ## - FORMATTED CONTENTS NOTE
Formatted contents 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.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element	Internet advertising
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element	Advertising.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element	Interactive multimedia.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element	Interactive marketing.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name	Stafford, Marla R.,
Dates associated with a name	1960-
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name	Faber, Ronald J.,
Dates associated with a name	1948-
991 ## -
--	VIRTUA40
991 ## -
--	VTLSSORT008002000500082024502600300050405050650065016502650370007001*9992
909 ## -
--	2056

Holdings
Withdrawn status	Lost status	Damaged status	Not for loan	Home library	Current library	Date acquired	Total checkouts	Full call number	Barcode	Copy number	Koha item type
				Indian Institute Of Management, Shillong	Indian Institute Of Management, Shillong	01/02/2010		659.144 STA [ Shelf 72 ]	0007394	1	Book
				Indian Institute Of Management, Shillong	Indian Institute Of Management, Shillong	01/02/2010		659.144 STA [ Shelf 72 ]	0007393		Reference