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Advertising, Promotion, and New Media
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Comments/Reviews
Description: Today, new media enter our lives faster than ever before. This volume provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications -- essential information for any organization that wants to maintain an effective advertising programs, as well as for experts and students in the fields of advertising and mass communications.
Advertising, Promotion, and New Media offers crucial insights on the use of cutting-edge techniques including 3-D advertising, mobile advertising, advergames, interactivity, and netvertising images, as well as more familiar Internet advertising formats such as banner ads and pop-ups. It also discusses such important topics as how to select online affiliates, and how to assess the effectiveness of new media advertising and compare it with traditional formats. Throughout the book, the chapter authors offer up-to-date information and thought provoking ideas on emerging technology and how it can be used effectively for advertising and promotion in the future.
Selected Contents:
Preface: Advertising, Promotion, and the New Media
Part I. Defining, Understanding, and Measuring New Media Advertising
1. The Interaction of Traditional and New Media
John Leckenby
2. The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition
Barbara B. Stern, George Zinkhan, and Morris Holbrook
3. Intermedia Effects for Appropriate/Inappropriate Print and Internet Stimuli
Shelly Rodgers
4. Survey of Measures Evaluating Advertising Effectiveness Based on Users' Web Activity
Subodh Bhat, Michael Bevans, and Sanjit Sengupta
Part II. Important Elements of Internet Advertising
5. Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial
Yuping Liu and L.J. Shrum
6. 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
7. 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
8. Managing the Power of Curiosity for Effective Web Advertising Strategies
Satya Menon and Dilip Soman
Part III. Banners, Pop-Ups, and Online Sponsorship
9. Banner Advertisement Pricing, Measurement, and Pretesting Practices: Perspectives from Interactive Agencies
Fuyuan Shen
10. 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
11. Category Based Selection of Online Affiliates
Purushottam Papatla and Amit Bhatnagar
Part IV. Other New Media Ad Forms
12. Mobile Advertising: A Research Agenda
Virginia Rodrigues Perlado and Patrick Barwise
13. Mobile Promotional Communication and Machine Persuasion: A New Paradigm for Source Effects?
Thomas F. Stafford
14. Brand Recall in the Advergaming Environment: A Cross-Country Comparison
Monica D. Hernandez, Michael S. Minor, Jaebeom Suh, Sindy Chapa, and Jose Salas
15. Advergame Playing Motivations and Effectiveness: A "Uses and Gratifications" Perspective
Seounmi Youn and Mira Lee
Part V. Conclusion
16. The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising
Ronald J. Faber and Marla Royne Stafford
About the Editors and Contributors
Index
Review(s): "Stafford... and Faber... offer a collection of insightful chapters written by experts from both academe and industry, skillfully blending the pieces to provide a well-integrated set of thought-provoking ideas. ... this volume is a must read for both researchers and practioners who will be utilizing the brave new world of digital media. Highly recommended. Graduate through professional collections." -- Choice, Vol.42, No.08
"The book offers crucial insights and a complete state-of-the-art overview of the newest media technologies and how they can be used in marketing communication." -- Educational Book Review
"...instructors of new media should find it valuable for informing their lectures, and the book would suit an advanced graduate research seminar in advertising or in new communications media. ... I strongly recommend the book for the libraries of scholars and practioners who want to know what is going on in this new arena. It is an essential resource for those conducting research in the general area of new media." -- Communication Booknotes Quarterly, Vol. 36:1
    
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