Table of contents for Advertising, promotion, and new media / edited by Marla R. Stafford and Ronald J. Faber.


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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




Library of Congress Subject Headings for this publication: Internet advertisingAdvertising, Interactive multimedia, Interactive marketing