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www.advertising: Advertising and Marketing on the World Wide Web (Design Directories)

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Online advertising has become an important part of any company's overall marketing strategy. Only a few years ago the main form of online advertising was the static banner ad. The author, Richard Adams, explains why this old form of web advertising failed and how it has evolved into the interactive, cross platform and multi-media rich marketing that we see on the web today.

He begins by examining what was wrong with the old style banner ads and why these intrusive ads resulted in banner blindness. Then he discusses how online advertising has improved and the various types of web advertising available today such as multi-media banner designs, HTML email and micro sites.

Taking a closer look at today's online advertising, he explains all of the new design features including animation, sound, DHTML, Flash, interactive games and video which are designed to grab the viewers attention and compel them to click thru to the website. Then he covers the various software and programming needed to create these multi-media ads. He examines the creation process and the design decisions necessary for a successful advertisement. As with everything on the web, there must be a balance between an advertisement that says WOW and the constraints characteristic to the web such as development costs, bandwidth and other technical limitations of the media.

The author also discusses the importance of creating online advertisements that reach the correct audience. He explains the various aspects of target marketing such as market research, affiliate programs, smart ads and branded content.

Adams has compiled a showcase of the best advertisements on the web which demonstrate the ideas presented throughout the book.

Richard Adams is an educator, speaker, researcher and advertising consultant specializing in interactive media. He lives in Weybridge, Surrey, England.