000			03002cam a22003134a 4500
001			1680
003			BD-DhEU
005			20120829094620.0
008			040221s2005 nyua b 001 0 eng
020			_a0765613158
020			_a812032739X
040			_aDLC _cDLC _dDLC _dBD-DhEU
041			_aeng
082	0	0	_a659.1 _222 _bSTA 2005
245	0	0	_aAdvertising, promotion, and new media / _cedited by Marla R. Stafford, Ronald J. Faber.
260			_aArmonk, NY. : _bM.E. Sharpe, _cc2005.
300			_axii, 380 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_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.
590			_aUH
650		0	_aInternet advertising _94351
650		0	_aAdvertising. _93969
650		0	_aInteractive multimedia. _9528
650		0	_aInteractive marketing. _94352
700	1		_aStafford, Marla R., _d1960- _94353
700	1		_aFaber, Ronald J., _d1948- _94354
856	4	1	_3Table of contents _uhttp://www.loc.gov/catdir/toc/ecip0415/2004004069.html
942			_2ddc _cBK
999			_c1610 _d1610