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_bstaff
_c201301210545
_d staff
_c201212050515
_d staff
_c201002010412
_d staff
_y 201002010357
_z staff
050 _a659.144
_bSTA
082 _a659.144
_bSTA [ Shelf 72 ]
245 _aAdvertising, promotion, and new media /
_cedited by Marla R. Stafford, Ronald J. Faber.
260 _aNew Delhi :
_bPrentice Hall of India,
_cc2006.
300 _axii, 380 p. :
_bill. ;
_c24 cm.
504 _aIncludes bibliographical references and index.
505 _aThe 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 _aInternet advertising
650 _aAdvertising.
650 _aInteractive multimedia.
650 _aInteractive marketing.
700 _aStafford, Marla R.,
_d 1960-
700 _aFaber, Ronald J.,
_d 1948-
991 _aVIRTUA40
991 _aVTLSSORT0080*0200*0500*0820*2450*2600*3000*5040*5050*6500*6501*6502*6503*7000*7001*9992
909 _a2056
999 _c1995
_d1995