Advertising, Promotion, And New Media

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This book provides a complete, state-of-the-art overview of the newest media technologies and how they can be used in marketing communications. It offers crucial insights into 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. Important topics as how to select online affiliates and how to assess the effectiveness of new media advertising and compare it with traditional formats are discussed. With contributions from professionals with high expertise in their specified fields, this text offers 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. This is a book that provides essential information for any organization that wants to maintain an effective advertising programme as well as for experts and students in the fields of advertising and mass communication.

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RONALD J. FABER (Ph.D., University of Wisconsin) is Professor of Mass Communications and Co-Director of the Communication Research Division at the School of Journalism and Mass Communication, University of Minnesota. He is a member of the Editorial Review Board of several leading journals, including Consumer Research and Journal of Advertising. 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 2. The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition. 3. Intermedia Effects for Appropriate/Inappropriate Print and Internet Stimuli 4. A Survey of Measures Evaluating Advertising Effectiveness Based on Users' Web Activity Part II: IMPORTANT ELEMENTS OF INTERNET ADVERTISING- 5. Rethinking Interactivity: What It Means and Why It May Not Always Be Beneficial 6. Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity 7. Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence 8. Managing the Power of Curiosity for Effective Web Advertising Strategies Part III: BANNERS, POP-UPS, AND ONLINE SPONSORSHIP- 9. Banner Advertisement Pricing, Measurement, and Presenting Practices: Perspectives from Interactive Agencies 10. Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads 11. Category-Based Selection of Online Affiliates Part IV: OTHER NEW MEDIA AD FORMS- 12. Mobile Advertising: A Research Agenda 13. Mobile Promotional Communication and Machine Persuasion: A New Paradigm for Source Effects? 14. Brand Recall in the Advergaming Environment: A Cross-Country Comparison 15. Advergame Playing Motivations and Effectiveness: A "Uses and Gratifications" Perspective Part V: CONCLUSION- 16. The Future of Consumer Decision Making in the Age of New Media Promotions and Advertising About the Editors and Contributors Index