Just a Click Away: Advertising on the Internet / Edition 1

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From modest beginnings, advertising on the Internet quickly has become a multibillion dollar business. This book discusses the power and potential of the Internet as an advertising medium and focuses on how the Internet can be utilized best to deliver effective messages. Just a Click Away: Advertising on the Internet is the first in a series of three books that look at various aspects of mass communication and the Internet. An accompanying Website (www.abacon.com/kaye), which will support all three books, provides further information and updates material in this ever-changing field. The book offers a multitude of valuable information as it draws from current sources that include trade periodicals, daily newspapers, academic journals, magazines, industry newsletters, conference presentations and, of course, the Web itself. Anyone interested in advertising on the Internet.

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Editorial Reviews

Describes the history of the Internet and Internet advertising and explores how the Internet can best be utilized to deliver effective commercial messages. Although described in the preface as a "college textbook," the text may be of interest to professionals in advertising and business as well. A sampling of topics includes the Internet economy, pricing of on-line ads, web ratings, and banner design and awards. Kaye and Medoff both teach communication, at Valdosta State University and Northern Arizona University, respectively. The volume is not indexed. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780205318759
  • Publisher: Allyn & Bacon, Inc.
  • Publication date: 10/26/2000
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 146
  • Product dimensions: 7.12 (w) x 9.37 (h) x 0.37 (d)

Table of Contents

Preface ix
Chapter 1 Introduction to the World Wide Web and Online Advertising 1
Internet Advertising 1
History of the Internet and the World Wide Web 2
Internet Resources 4
World Wide Web 4
Electronic Mail 4
Electronic Mailing Lists 4
Newsgroups/Bulletin Boards 5
Chat Forums 5
Development of Internet Advertising 5
What Is on the Web and Who Is Going Online 8
Internet Users in the United States 8
Global Internet Users 9
Summary 11
Chapter 2 The Internet Economy 16
Online Advertising 16
Online Advertising as a Marketing Function 17
Benefits of Online Advertising 19
Advertiser's Perspective 19
Consumer's Perspective 22
Disadvantages of Internet Advertising 24
The Internet Economy 26
Online Shopping Profile 26
Online Advertising Spending and Revenue 27
Summary 31
Chapter 3 Online Ads: What They Are and How They Are Priced 35
Types of Cyberads 36
Banner Ads and More 36
Pop-Up Ads 38
Extramercials 41
Video Banners 42
Webmercials 42
Advertorials/Infomercials 43
Advertising Rates 46
Cost per Thousand 46
Click-Through Rates 49
Time Spent Listening/Viewing 54
Size-Based Pricing 55
Cost per Transaction 55
Hybrid Deals 56
Selecting a Pricing Structure 57
Alternative Advertising Buys 57
Ad Auctions 57
Advertising Exchanges 58
Cooperative Advertising 59
Discounts 62
Summary 62
Chapter 4 Online Advertising Opportunities 66
Online Places to Advertise 67
Web Sites 67
Portals 68
Local/Regional Sites 70
Chatrooms 70
Online Games 71
Classified Sections 74
E-Mail 77
Newsletters 80
Intranets 81
Online Promotions 81
Coupons 82
Sweepstakes 84
Sponsorships 86
Product Placement 88
Summary 88
Chapter 5 Web Ratings and Measurement 92
Online Ad Tracking 93
Audience Demographic Information 93
Ratings Data and Measurement 95
Counting Ad Exposures 96
Web Auditors and Ad Service Companies 97
Measurement Standards and Online Advertising Associations 103
Zapping Cyberspace Invaders 106
Summary 107
Chapter 6 Agency Presence Online 111
Agencies and Cyberspace 111
Advertising System 111
Advertising Agencies in an Online World 113
Selecting an Interactive Agency 116
Online Ventures Turn to Traditional Advertising Agencies 117
Other Alternatives 118
Sales Force 119
Summary 120
Chapter 7 Banner Design and Banner Awards 123
Designing Ads for the Web 123
Designing Banner Ads 124
Goals 124
Creating an Effective Banner Ad 125
Targeting 125
Banner Ad Sizes 125
Finding Images 127
Awards for Online Advertising 131
Clio Awards 131
CASIE Awards 132
The Tenagra Awards for Internet Marketing Excellence 132
The Future of Online Advertising Recognition and Awards 133
Summary 134
Appendix Web Site URLs 137
Glossary 143
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