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Advertising, Promotion, and New Media - 9780765613158

Un libro in lingua di Stafford Marla R. (EDT) Faber Ronald J. (EDT) edito da M E Sharpe Inc, 2004

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Faber (Mass Communications, University of Wisconsin), and Stafford (Marketing, University of Memphis) edit this collection of 16 essays exploring online advertising technologies and their use by advertisers. Topics include the interaction of traditional and new media; intermedia effects for appropriate/inappropriate print and Internet stimuli; a survey of measures evaluating advertising effectiveness based on users' Web activity; what "interactivity" means and why it may not always be beneficial; banner advertising pricing, measurement, and pretesting practices; consequences of the perceived intrusiveness of pop-up ads; research strategies for the mobile devices medium; and advergame playing motivations and effectiveness. The book's conclusion speculates on the future of consumer decision-making in this age of modern media. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)

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