The purpose of the study was to provide a comprehensive framework that explains how consumer experiences within new, innovative media affect advertising effectiveness. Several concerns about previous advertising models motivated this study. For instance, advertising models traditionally have focused on message recipients’ characteristics and information processes, ignoring the significant role of media in understanding advertising effectiveness. In addition, recently developed advertising models dealing with the impact of media have been narrowly applied to a specific medium, the Internet, and have focused largely on interactivity. The proposed model and our findings highlighted the prominent roles of media novelty and presence in enhancing advertising effectiveness in an innovative, new medium that emphasizes vividness, stereoscopic 3-D. The novelty effect, created by the newness of the medium, had the power to attract viewers’ attention and the increased attention enhanced their sense of presence, the experience of being plunged into a new virtual world that advertisers constructed. The findings demonstrated that these sequential relationships can result in positive measures of advertising effectiveness, such as improved product knowledge and increased enjoyment, and ultimately more favorable attitudes toward the ad. Also our findings revealed that an irritation, such as cybersickness resulting from the stereoscopic 3-D, can hinder ad viewers’ communication processes and reduce their attention to the ad and their enjoyment of it. The model predicted that user characteristics, such as innovativeness, curiosity, and previous experience with the medium, would affect the process, but no effects were found. The current research provided advertising practitioners and researchers with opportunities to consider the significant role of media, especially innovative media, in assessing overall advertising effectiveness. For managers, it highlighted the potential of stereoscopic 3-D technology as an emerging advertising vehicle. Given the rapid changes in the media environment, it is increasingly important to understand the important roles that media play in advertising effectiveness. / text

Indiana University-Purdue University Indianapolis (IUPUI) / Despite growing recognition as a significant natural resource, methods for accurately estimating urban tree canopy cover extent and change over time are not well-established. This study evaluates new methods and data sources for mapping urban tree canopy cover, assessing the potential for increased accuracy by integrating high-resolution satellite imagery and 3D imagery derived from LIDAR and stereoscopic sensors. The results of urban tree canopy classifications derived from imagery, 3D data, and vegetation index data are compared across multiple urban land use types in the City of Indianapolis, Indiana. Results indicate that incorporation of 3D data and vegetation index data with high resolution satellite imagery does not significantly improve overall classification accuracy. Overall classification accuracies range from 88.34% to 89.66%, with resulting overall Kappa statistics ranging from 75.08% to 78.03%, respectively. Statistically significant differences in accuracy occurred only when high resolution satellite imagery was not included in the classification treatment and only the vegetation index data or 3D data were evaluated. Overall classification accuracy for these treatment methods were 78.33% for both treatments, with resulting overall Kappa statistics of 51.36% and 52.59%.