- Paperback: 320 pages
- Publisher: John Wiley & Sons (18 July 1997)
- Language English
- ISBN-10: 047118330X
- ISBN-13: 978-0471183303
- Product Dimensions: 23.6 x 18.5 x 2.3 cm
- Average Customer Review: 4.7 out of 5 stars See all reviews (14 customer reviews)
- Amazon Bestsellers Rank: 2,926,932 in Books (See Top 100 in Books)
- See Complete Table of Contents
Advertising on the Internet
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Product Description
Amazon.co.uk Review
Internet advertising is still a business finding its legs, but it is already an important part of most successful commercial sites. And for companies that are not Web-based, the Internet is now an important medium to consider for marketing strategies. In the second edition of Advertising on the Internet, authors and Net advertising professionals Robbin Zeff and Brad Aronson survey the current state of advertising online.
Though many of the concepts the authors present are extensions of traditional advertising issues, the book offers a very comprehensive view of things; even seasoned Webmasters will learn from this title. The various advertising models and techniques are illustrated, with the balance of effectiveness versus user annoyance discussed frequently.
In addition to the technical aspects of getting your word out on the Web, the book also covers special international considerations, legal restrictions and cautions, targeting techniques, and includes a lengthy resource list. Zeff and Aronson's analysis of the Web details how to track site and user statistics to monitor usage patterns and ad effectiveness. Whether you're a techie or not, this book provides some useful insights.
Topics covered: Online ad models, direct marketing, Web measurement, targeting, pricing models, selling ads, buying ads, market research, international advertising, legal issues, and advertising for free (or almost). --Stephen W. Plain --This text refers to an out of print or unavailable edition of this title.
Direct Marketing Strategies, Vol. 2 No. 1 2000
"...Advertising on the Internet is packed with vital information for Web marketers and it is a must for anyone engaged in future marketing..."
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
Format:Paperback
A good text for complete beginers, but is perhaps a little dated already.
Format:Paperback
I'm totally sold ! What an interesting and comprehensive view of how e-ads work.I am resolved to start my own contract ad sales agency.Watch out Doubleclick!...Any takers?
Format:Paperback
What I really liked about it was the indepth description of what the different methods for advertising there were. In addition it gave some excellent ideas for managing banners and so on.
It is the best book ever on Web Advertising.
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Most Recent Customer Reviews
Complete in every aspect!
During the last couple of months I have been working on an advertising project, and this book has solved just about every doubt or question that I have had. Read more
Published on 7 Jun 1999
A Great Introductory Book
I'm launching a site soon, and this book has given me a great introductory grasp of web advertising. Read more
Published on 28 May 1999
The internet as a medium for advertising
The internet can be compared with traditional massmedia because of its dependence on ad revenues. But the internet has its own specific possibilities that no other medium has got. Read more
Published on 2 Feb 1999
Good introductory book on Internet Advertising
The authors do a good job in giving an overview of Internet advertising. The book can serve as a good reference for those who want to understand the basics of how the industry... Read more
Published on 21 Jan 1999
Great book for all the basics of web advertising.
Though a little dated now, this book is terrific if you want to learn all about the fundamentals of internet advertising. Read more
Published on 22 Oct 1998
Good for people new to advertising..
Overall, it was a nicely done book but it was trying to teach me alot of stuff that I already new. I was looking more in to what there survey's and results from users said and... Read more
Published on 2 Aug 1998
I found this book to be excellent for the novice/ a must buy
This is a perfect purchase for the person learning about the internet and the need for advertising. Easy reading and very simple to comprehend so even the most fearful person of... Read more
Published on 10 July 1998
A very good resource for anyone interested in marketing
Originally purchased for a ZDU class, I found this to be an excellent read. It is very insightful, and discusses many of the options available for web advertisers, complete with... Read more
Published on 15 April 1998
A very good self-educating tool for web advertising.
As a graduate with advertising major, I'm very satisfied with the book content on the subject. It gives you a general as well as in-depth (to a certain extent) knowledge on how to... Read more
Published on 8 April 1998
Packed with knowledge, up to date. An essential guide.
This book from start to finish explains clearly what the web is about for an advertisers point of view. Read more
Published on 13 Nov 1997
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