Journal of advertising

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  Año 2002, Vol. 31, Número 3

  • Managing the Power of Curiosity for Effective Web Advertising Strategies

    Dilip Soman, Satya Menon

    págs. 1-14

    

  • The Netvertising Image: Netvertising Image Communication Model (NICM) and Construct Definition

    Barbara B. Stern, Morris B. Holbrook, George M. Zinkhan

    págs. 15-27

    

  • Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity

    Jang-Sun Hwang, Sally J. McMillan

    págs. 29-42

    

  • Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence

    Hairong Li, Frank Biocca, Terry Daugherty

    págs. 43-57

    

  • Banner Advertisement Pricing, Measurement, and Pretesting Practices: Perspectives from Interactive Agencies

    Fuyuan Shen

    págs. 59-67

    

  • Choosing the Right Mix of On-line Affiliates: How Do You Select the Best?

    Purushottam Papatla, Amit Bhatnagar

    págs. 69-81

    

  • Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads

    Steven M. Edwards, Joo-Hyun Lee, Hairong Li

    págs. 83-95

    

  • Measuring Users' Web Activity to Evaluate and Enhance Advertising Effectiveness

    Subodh Bhat, Sanjit Sengupta, Michael Bevans

    págs. 97-106