Product Description

Must reading for everyone who is serious about maximizing online adverti sing! Internet advertising is more popular than ever before and online advertising rev enues are way up. Like its bestselling predecessor, this updated edition offers complete coverage of all of the new technologies and the hottest issues involved in online advertising. New chapters on direct marketing on the Internet, the bi ggest issues and concerns of local and international advertisers, and important legal issues (written by a well-known and highly respected Internet attorney) co ntinue to make this the book of choice for every size business. There's even ext remely helpful information on advertising for free (or almost nothing) by Eric W ard, the "father" of grassroots Internet advertising strategies. The companion Web site includes listings and links to additional training and to ol resources.

Product Details

• Amazon Sales Rank: #1577745 in Books
• Published on: 1999-08-02
• Original language: English
• Binding: Paperback
• 448 pages

From Amazon.com
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, and targeting techniques, plus it 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. --Stephen W. Plain

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).

Direct Marketing Strategies, Vol. 2 No. 1 2000
"...Advertising on the Internet is packed with vital information for Web marketers and it is a must for anyone engaged in future marketing..."

Marketing Week
"Recommend read for anyone new, or anyone wanting to get more clued up on Internet advertising."

Customer Reviews

Advertising on the internet deserves credibility
All advertising professionals working in agencies, media and clients should read this extraordinary book and understand what can be really done with this new media, instead of selling myths that are in part responsible for the downfall of many dot.coms and the global fall in confidence from investors.

? A Question - When will the next edition be available?
PLEASE DO NOT POST AS A REVIEW! Just to be clear, this is not a review.

I was looking for a "link" to ask a question to the authors. I have used this book extensively in one of the classes I teach and the college is about to re-order for upcoming courses.

I am reconsidering the choice because the internet advertising environment has changed significantly in 1 year and 3 months.

When will 3rd edition be available? Please advise: thank you very much.

LM

The best I've seen on this subject.
Granted, there are not a great many books on this subject, but this is definitely the one to read. It gives great insight on the benefits and pitfalls of advertising on this new medium. It does an excellent job of comparing the internet to other advertising options and makes a good case for which traditional advertising concepts apply here, and which do not. I am an advertising and media buyer working exclusively with interactive appliances and I found this book immensely informative. Read it.