Advertising on the Internet [Paperback]

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

"...Advertising on the Internet is packed with vital information for Web marketers and it is a must for anyone engaged in future marketing..."

"Recommend read for anyone new, or anyone wanting to get more clued up on Internet advertising."

How today′s most successful online advertisers and marketers maximize their online presence, and how you can too

This updated and expanded Second Edition of the bestselling guide to online advertising is must reading for everyone who wants to take advantage of the most important new advertising medium since television. A complete primer on online advertising for businesses of all sizes, it gets you up to speed on the crucial issues, hot new trends, and most effective new technologies in Internet advertising. Loaded with examples of some of today′s most successful online advertising and marketing initiatives, it gives you the inside track on:
∗ Successful online ad models
∗ Market research online
∗ Direct marketing, including opt–in e–mail, promotions, and sweepstakes
∗ Targeting and personalization
∗ Internet advertising management tools
∗ Traffic measurement and gauging the effectiveness of your ads
∗ Buying and selling ads on your Web site
∗ Advertising locally
∗ Advertising to an international market
∗ Legal aspects of Internet advertising
∗ How to advertise for free, or almost free (contributed by Eric Ward, the father of grassroots advertising strategies)

On the companion Web site at www.wiley.com/compbooks/zeff you′ll find:
∗ Links to additional training and tool resources

How today′s most successful online advertisers and marketers maximize their online presence, and how you can too

This updated and expanded Second Edition of the bestselling guide to online advertising is must reading for everyone who wants to take advantage of the most important new advertising medium since television. A complete primer on online advertising for businesses of all sizes, it gets you up to speed on the crucial issues, hot new trends, and most effective new technologies in Internet advertising. Loaded with examples of some of today′s most successful online advertising and marketing initiatives, it gives you the inside track on:
∗ Successful online ad models
∗ Market research online
∗ Direct marketing, including opt–in e–mail, promotions, and sweepstakes
∗ Targeting and personalization
∗ Internet advertising management tools
∗ Traffic measurement and gauging the effectiveness of your ads
∗ Buying and selling ads on your Web site
∗ Advertising locally
∗ Advertising to an international market
∗ Legal aspects of Internet advertising
∗ How to advertise for free, or almost free (contributed by Eric Ward, the father of grassroots advertising strategies)

On the companion Web site at www.wiley.com/compbooks/zeff you′ll find:
∗ Links to additional training and tool resources

Robbin Zeff is President of Zeff Group, a firm specializing in strategic Internet advertising and marketing, research, training, and consulting.

Brad Aronson is President of i–frontier, a leading Internet advertising agency.