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000292325 001__ 292325
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000292325 010__ $$a  2004004069
000292325 015__ $$aGBA457791
000292325 0167_ $$a012967581$$2Uk
000292325 020__ $$a0765613166 (pbk. : alk. paper)
000292325 020__ $$a0765613158 (alk. paper)
000292325 035__ $$a(OCoLC)ocm54503599
000292325 035__ $$a292325
000292325 040__ $$aDLC$$cDLC$$dYDX$$dUKM
000292325 042__ $$apcc
000292325 049__ $$aISEA
000292325 05000 $$aHF6146.I58$$bA39 2005
000292325 08200 $$a659.14/4$$222
000292325 24500 $$aAdvertising, promotion, and new media /$$cedited by Marla R. Stafford, Ronald J. Faber.
000292325 260__ $$aArmonk, NY. :$$bM.E. Sharpe,$$cc2005.
000292325 300__ $$axii, 380 p. :$$bill. ;$$c23 cm.
000292325 504__ $$aIncludes bibliographical references and index.
000292325 5050_ $$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.
000292325 650_0 $$aInternet advertising.
000292325 650_0 $$aAdvertising.
000292325 650_0 $$aInteractive multimedia.
000292325 650_0 $$aInteractive marketing.
000292325 7001_ $$aStafford, Marla R.,$$d1960-
000292325 7001_ $$aFaber, Ronald J.,$$d1948-
000292325 85200 $$bgen$$hHF6146.I58$$iA39$$i2005
000292325 85641 $$3Table of contents$$uhttp://www.loc.gov/catdir/toc/ecip0415/2004004069.html
000292325 909CO $$ooai:library.usi.edu:292325$$pGLOBAL_SET
000292325 980__ $$aBIB
000292325 980__ $$aBOOK
000292325 994__ $$aC0$$bISE