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

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

by Barbara K. Kaye, Norman J. Medoff
     
 

ISBN-10: 0205318754

ISBN-13: 9780205318759

Pub. Date: 10/26/2000

Publisher: Allyn & Bacon, Inc.

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

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Overview

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.

Product Details

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

Table of Contents

Prefaceix
Chapter 1Introduction to the World Wide Web and Online Advertising1
Internet Advertising1
History of the Internet and the World Wide Web2
Internet Resources4
World Wide Web4
Electronic Mail4
Electronic Mailing Lists4
Newsgroups/Bulletin Boards5
Chat Forums5
Development of Internet Advertising5
What Is on the Web and Who Is Going Online8
Internet Users in the United States8
Global Internet Users9
Summary11
Chapter 2The Internet Economy16
Online Advertising16
Online Advertising as a Marketing Function17
Benefits of Online Advertising19
Advertiser's Perspective19
Consumer's Perspective22
Disadvantages of Internet Advertising24
The Internet Economy26
Online Shopping Profile26
Online Advertising Spending and Revenue27
Summary31
Chapter 3Online Ads: What They Are and How They Are Priced35
Types of Cyberads36
Banner Ads and More36
Pop-Up Ads38
Extramercials41
Video Banners42
Webmercials42
Advertorials/Infomercials43
Advertising Rates46
Cost per Thousand46
Click-Through Rates49
Time Spent Listening/Viewing54
Size-Based Pricing55
Cost per Transaction55
Hybrid Deals56
Selecting a Pricing Structure57
Alternative Advertising Buys57
Ad Auctions57
Advertising Exchanges58
Cooperative Advertising59
Discounts62
Summary62
Chapter 4Online Advertising Opportunities66
Online Places to Advertise67
Web Sites67
Portals68
Local/Regional Sites70
Chatrooms70
Online Games71
Classified Sections74
E-Mail77
Newsletters80
Intranets81
Online Promotions81
Coupons82
Sweepstakes84
Sponsorships86
Product Placement88
Summary88
Chapter 5Web Ratings and Measurement92
Online Ad Tracking93
Audience Demographic Information93
Ratings Data and Measurement95
Counting Ad Exposures96
Web Auditors and Ad Service Companies97
Measurement Standards and Online Advertising Associations103
Zapping Cyberspace Invaders106
Summary107
Chapter 6Agency Presence Online111
Agencies and Cyberspace111
Advertising System111
Advertising Agencies in an Online World113
Selecting an Interactive Agency116
Online Ventures Turn to Traditional Advertising Agencies117
Other Alternatives118
Sales Force119
Summary120
Chapter 7Banner Design and Banner Awards123
Designing Ads for the Web123
Designing Banner Ads124
Goals124
Creating an Effective Banner Ad125
Targeting125
Banner Ad Sizes125
Finding Images127
Awards for Online Advertising131
Clio Awards131
CASIE Awards132
The Tenagra Awards for Internet Marketing Excellence132
The Future of Online Advertising Recognition and Awards133
Summary134
AppendixWeb Site URLs137
Glossary143

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