Advertising on the Internet - Brossura

Zeff, Robbin; Aronson, Brad; Etc.; Satterfield, Ann; McCoy, Lucy; Zeff, Tova

Brossura

ISBN 10: 047118330X ISBN 13: 9780471183303

Casa editrice: John Wiley & Sons Inc, 1997

Riassunto

It is estimated that Internet advertising will be worth over a billion pounds by the year 2000 and it becomes usual to see advertising on the Web as many companies attempt to determine how it all works and how traditional advertising staff can transfer to Internet advertising. This book aims to give advertising representatives, agents and marketing managers the hands-on information they need to place professional quality advertising on the Internet, covering a wide range of topics including how the Internet is used for advertising, locating the Web sites that are most appropriate for specific advertising needs, negotiating advertising contracts and working with Web representatives, selling advertising space on a personal Web site, designing Imnternet advertisements and assessing their success.

Su questo libro

L'autore

ROBBIN ZEFF, PhD, (robbin@zeff.com) is President of The Zeff Group, a firm specializing in strategic Internet planning and advertising.

BRAD ARONSON (brad@i–frontier.com) is President of i–frontier, a leading Internet marketing and advertising agency.

Dalla quarta di copertina

With an annual revenue growth of 75% to 100%, the Internet is the fastest–growing advertising medium in history and appears to be the most measurable and targetable of all advertising vehicles. This book tells you what you need to know to take advantage of the seemingly limitless opportunities now available in Internet advertising.

Whether you have a product or a service to sell, work at an advertising agency, are a marketing professional developing a media plan, a Web developer, graphic designer, or copywriter who′d like to break into the online advertising arena, or have a Web site with ad space to sell, this book is for you. Written by a team of online advertising experts, Advertising on the Internet covers absolutely all the bases from pricing to graphics to planning an online advertising campaign to finding a job in the industry. A crash course for newcomers and a priceless source of facts, figures, and contact information for experienced Internet advertisers, it fills you in on what you need to know to:

• Get up to speed with the state of the art in online advertising
• Learn how to measure the success of your ad campaign
• Sell advertising space on your own Web site
• Negotiate contracts, set prices, and work with ad networks
• Budget, plan, produce, and implement a successful Internet advertising strategy
• Design great online ads.

"If you′re considering running an Internet ad campaign, this book is an excellent way to kick off your education process."

Debra Aho Williamson Editor, Interactive Media & Marketing Advertising Age.

Dettagli dell?edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 1997
• Lingua: Inglese
• ISBN 10: 047118330X
• ISBN 13: 9780471183303
• Rilegatura: Copertina flessibile
• Numero di pagine: 314
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile