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Webworks: Advertising: Not-So-Simple Basics for Web Designers
 
 
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Webworks: Advertising: Not-So-Simple Basics for Web Designers [Paperback]

Thomas Forbes (Author)


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Book Description

Webworks January 1, 2000
From fundamental content and structure to alternative ways of presenting material, Web Works: Advertising explores branding on the Web. This informative book presents a variety of hard-sell and soft-sell approaches used by the most successful advertisers on the Web.

Chapters explore Web rings, clickable banners, portal deals and sitelets, interstitials, interviews, link exchanges, and more

Interactive strategies and media tactics for Web ad campaigns large and small


Editorial Reviews

About the Author

Thom Forbes is a journalist, speaker, and consultant who has been involved with interactivity and advertising for 15 years. He was editorial director of Adweek, Marketing Computers (now MC), and Winners in the 1980s. He is editor of the American Association of Advertising Agencies’ interactivity newsletter BackChannel, contributing editor of Agency magazine, chair of Thunder Lizard’s Web Advertising conferences, and co-author of What Were They Thinking? a book about new product marketing.

Excerpt. © Reprinted by permission. All rights reserved.

A little over a decade ago, Modem Media became the first agency to dedicate itself exclusively to interactive marketing. It has won more awards for interactive work than any other agency. Poppe Tyson, founded in 1924 even as the first radio ads were airing, also adopted interactivity early. The 1998 merger of these two interactive pioneers created a global powerhouse in digital marketing communications with 400 employees in New York, San Francisco, London, Hong Kong, Toronto, and Westport, Connecticut, and an affiliate office in Sao Paolo, Brazil. Modem Media . Poppe Tyson, believes that an add is a nuisance until a consumer needs it. Then it becomes a service... All of their work is designed to be sleek, uncluttered, and attention getting, but most of all, utilitarian. It aims to satisfy customer needs on the spot. In doing so, it collects enough information to accurately estimate a consumer's potential value to its client's brand, then uses various customer-management techniques to create a relationship.

Product Details

  • Paperback: 192 pages
  • Publisher: Rockport Publishers (January 1, 2000)
  • Language: English
  • ISBN-10: 1564965643
  • ISBN-13: 978-1564965646
  • Product Dimensions: 10.9 x 8.8 x 0.8 inches
  • Shipping Weight: 2.2 pounds
  • Amazon Best Sellers Rank: #3,440,657 in Books (See Top 100 in Books)

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Inside This Book (learn more)
First Sentence:
APL Digital Sydney was established in September, 1995, as a joint venture between technology marketing company Marketing Resources Management (MRM), and the global, full-service advertising and communications agency, Ammirati Puris Lintas (APL). Read the first page
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
media placement, brand internet, word banner, click rates, online advertising, interactive advertising, this banner, branding campaign, brand experience, interactive marketing, interactive design
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Adobe Photoshop, Creative Strategy, Adobe Illustrator, Macromedia Fireworks, Macromedia Flash, New York, Account Manager, Graphic Designer, Macromedia Director, Left Field, Modem Media, Poppe Tyson, Mercedes Super, Star Trek, Web Designer, Kabel New Media, Palmer Jarvis, Brand Dialogue, Leo Burnett, San Francisco, Calling Card, Carton Donofrio Interactive, Compaq Deskpro, David Sundin, Freestyle Interactive
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