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 program, 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.
Table of 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; Index About the Editors and Contributors