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