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Advertising on the Internet, 2nd Edition
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by Robbin Lee Zeff
Sales Rank: 636592
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$0.48
At Amazon
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Paperback: 448 pages
Publisher: John Wiley & Sons; 2 edition August 2, 1999
Language: English
ISBN-10: 0471344044
ISBN-13: 978-0471344049
Product Dimensions:
9 x 7.4 x 1.1 inches
Shipping Weight: 1.2 pounds
Product 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, and targeting techniques, plus it 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. --Stephen W. Plain
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).
Book Description
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. * Links to additional training and tool resources
Customer Reviews & Comments
This is a decent introductory book, but feels like a double-spaced term paper trying to hit a page count. It covers every aspect and seems as good a place to start as any. Don't try to read it through - use it as a reference book, and skip around to what you need. It is filled with screen shots (that are always on the next page) and one of those 50-page appendix lists that should be online.
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Advertising on the Internet, 2nd Edition
Available from Amazon
Price: $0.48
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