Advertising, promotion, and new media
| Other Authors: | , |
|---|---|
| Format: | Book |
| Language: | Inglés |
| Published: |
Armonk, NY. :
M.E. Sharpe
c2005.
|
| Subjects: | |
| Online Access: | Sumario |
| See on Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991010506389708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Table of Contents:
- 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.
