Advertising on the Internet, 2nd Edition [Paperback]

Robbin Zeff (Author)

Book Description

Publication Date: August 2, 1999

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

Editorial Reviews

Amazon.com 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).

From the Publisher

There are two main areas of advertising on the Internet that people are trying to learn: how to buy advertising space on someone else's Web page, and how to sell advertising on their own Web site. This book gives advertising managers and designers the information they need to put quality advertising on the Internet. --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Paperback: 448 pages
• Publisher: Wiley; 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
• Average Customer Review: 4.6 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #1,109,248 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

21 of 21 people found the following review helpful:

3.0 out of 5 stars Decent intro, but too much filler., February 8, 2000

By 

Robert Cooley "goodeye" (San Diego) - See all my reviews
(REAL NAME)   

This review is from: Advertising on the Internet, 2nd Edition (Paperback)

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.

16 of 17 people found the following review helpful:

5.0 out of 5 stars If you must choose one book: this is the one., June 15, 1999

By A Customer

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

When it comes to internet marketing, this book is a must-have. Whether you're launching your own small site or a corporate site, this book will go into great detail about what you can do for advertising. This book is my master reference book in marketing strategy.

9 of 9 people found the following review helpful:

5.0 out of 5 stars Complete in every aspect!, June 7, 1999

By A Customer

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

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. I consider it a great reference book that explains directly and very tecnically the needs and "how to" of an on-line advertiser and publisher, this way you can understand both sides of on-line advertising.