Advertising on the Internet - Softcover

Zeff, Robbin; Aronson, Brad

3.08

13 ratings by Goodreads

9780471183303: Advertising on the Internet

Softcover

ISBN 10: 047118330X ISBN 13: 9780471183303

Publisher: John Wiley & Sons, 1997

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There are two main areas of advertising on the Internet that people are trying to learn: how to buy advertising space on someone else′s Web page, and how to sell advertising on their own Web site. This book gives advertising managers and designers the information they need to put quality advertising on the Internet.

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Review:

Internet advertising is still a business finding its legs, but it is already an important part of most successful commercial sites. And for companies that are not Web-based, the Internet is now an important medium to consider for marketing strategies. In the second edition of Advertising on the Internet, authors and Net advertising professionals Robbin Zeff and Brad Aronson survey the current state of advertising online.

Though many of the concepts the authors present are extensions of traditional advertising issues, the book offers a very comprehensive view of things; even seasoned Webmasters will learn from this title. The various advertising models and techniques are illustrated, with the balance of effectiveness versus user annoyance discussed frequently.

In addition to the technical aspects of getting your word out on the Web, the book also covers special international considerations, legal restrictions and cautions, targeting techniques, and includes a lengthy resource list. Zeff and Aronson's analysis of the Web details how to track site and user statistics to monitor usage patterns and ad effectiveness. Whether you're a techie or not, this book provides some useful insights.

Topics covered: Online ad models, direct marketing, Web measurement, targeting, pricing models, selling ads, buying ads, market research, international advertising, legal issues, and advertising for free (or almost). --Stephen W. Plain

Review:

Advertising on the Internet by Robbin Zeff and Brad Aronson gets readers up to speed on the new trends in online advertising.
––Publishers Weekly

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