Advertising on the Internet [Paperback]

Robbin Zeff (Author), Brad Aronson (Author)

Book Description

ISBN-10: 047118330X | ISBN-13: 978-0471183303 | Publication Date: July 8, 1997 | Edition: 1

With an annual revenue growth of 75% to 100%, the Internet is the fastest-growing advertising medium in history and appears to be the most measurable and targetable of all advertising vehicles. This book tells you what you need to know to take advantage of the seemingly limitless opportunities now available in Internet advertising.

Whether you have a product or a service to sell, work at an advertising agency, are a marketing professional developing a media plan, a Web developer, graphic designer, or copywriter who'd like to break into the online advertising arena, or have a Web site with ad space to sell, this book is for you. Written by a team of online advertising experts, Advertising on the Internet covers absolutely all the bases—from pricing to graphics to planning an online advertising campaign to finding a job in the industry. A crash course for newcomers and a priceless source of facts, figures, and contact information for experienced Internet advertisers, it fills you in on what you need to know to:

• Get up to speed with the state of the art in online advertising
• Learn how to measure the success of your ad campaign
• Sell advertising space on your own Web site
• Negotiate contracts, set prices, and work with ad networks
• Budget, plan, produce, and implement a successful Internet advertising strategy
• Design great online ads.

"If you're considering running an Internet ad campaign, this book is an excellent way to kick off your education process."

Debra Aho Williamson Editor, Interactive Media & Marketing Advertising Age.

Editorial Reviews

Amazon.com Review

Internet advertising does not work the same way as advertising does in other media--although the basic advertising principles still apply. The Net's fabulous growth has also made it an ever-shifting marketplace in which to work. Zeff and Aronson look at all the issues involved in Net advertising--buying it, selling it, and using it--with the uninitiated in mind. They lay out the basics of both Internet communications and advertising principles, attempting to show how they work together.

The authors begin with a quick look at the present state of online advertising in Chapter 1. In Chapter 2 they explore the valid reasons for using online advertising and how it can fit into a greater advertising strategy. Chapter 3 examines the various models of online advertising, explaining how they work and comparing the advantages and disadvantages of each. In chapters 4 and 5, the authors survey the software and hardware tools and technologies available to online advertisers, ranging from means of delivering ads to methods for measuring results. The various approaches for pricing ads is the subject of Chapter 6, while Chapter 7 looks at the nature of the Internet audience and how it's changing. The final two chapters consider the strategy involved in buying and selling Internet advertising. This hype-free book looks at Net advertising through pragmatic eyes. It could save anyone interested in buying, selling, or creating Internet-based ads from making a lot of costly mistakes. --Elizabeth Lewis

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.

See all Editorial Reviews

Product Details

• Paperback: 320 pages
• Publisher: Wiley; 1 edition (July 8, 1997)
• Language: English
• ISBN-10: 047118330X
• ISBN-13: 978-0471183303
• Product Dimensions: 9.3 x 7.3 x 0.9 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: #2,281,757 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.