Advertising on the Internet (Paperback)

~ (Author), Brad Aronson (Author)

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

Product Description

It is estimated that Internet advertising will be worth over a billion pounds by the year 2000 and it becomes usual to see advertising on the Web as many companies attempt to determine how it all works and how traditional advertising staff can transfer to Internet advertising. This book aims to give advertising representatives, agents and marketing managers the hands-on information they need to place professional quality advertising on the Internet, covering a wide range of topics including how the Internet is used for advertising, locating the Web sites that are most appropriate for specific advertising needs, negotiating advertising contracts and working with Web representatives, selling advertising space on a personal Web site, designing Imnternet advertisements and assessing their success.

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Product Details

• Paperback: 301 pages
• Publisher: John Wiley & Sons Inc (Computers) (July 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.com Sales Rank: #181,042 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

19 of 19 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

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

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.