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Advertising on the Internet [Paperback]

Robbin Zeff (Author), Brad Aronson (Author)

4.7 out of 5 stars See all reviews (14 customer reviews)

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Product details

Paperback: 448 pages
Publisher: John Wiley & Sons; 2nd Edition edition (20 Aug 1999)
Language English
ISBN-10: 0471344044
ISBN-13: 978-0471344049
Product Dimensions: 22.9 x 18.8 x 2.8 cm

Average Customer Review: 4.7 out of 5 stars See all reviews (14 customer reviews)

Amazon Bestsellers Rank: 307,287 in Books (See Top 100 in Books)
- #37 in Books > Reference > Directories > Internet
- #56 in Books > Reference > Directories > Business & Economics

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Robbin Lee Zeff

Brad Aronson

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

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..."

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Customer Reviews

14 Reviews

5 star:		(11)
4 star:		(2)
3 star:		(1)
2 star:		(0)
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Average Customer Review

4.7 out of 5 stars (14 customer reviews)

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5.0 out of 5 stars simplistic. There is better available., 9 Jun 2000

By A Customer

This review is from: Advertising on the Internet (Paperback)

A good text for complete beginers, but is perhaps a little dated already.

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5.0 out of 5 stars An excellent analysis of ad revenue potential on the net, 3 Mar 2000

By A Customer

This review is from: Advertising on the Internet (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?

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5.0 out of 5 stars The Be-All Reference for Advertizing on the Internet., 9 Jun 1999

By A Customer

This review is from: Advertising on the Internet (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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› See all 14 customer reviews on Amazon.co.uk

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› Go to Amazon.com to see all 18 reviews 4.6 out of 5 stars

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Most Recent Customer Reviews

5.0 out of 5 stars 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

5.0 out of 5 stars 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

4.0 out of 5 stars 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... Read more

Published on 2 Feb 1999

5.0 out of 5 stars 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

5.0 out of 5 stars 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

3.0 out of 5 stars 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

5.0 out of 5 stars 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

4.0 out of 5 stars 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

5.0 out of 5 stars 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... Read more

Published on 8 April 1998

5.0 out of 5 stars 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

› See all 14 customer reviews on Amazon.co.uk

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