Advertising on the Internet

by Bradley Aronson, Robbin Lee Zeff, Brad Aronson

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 047118330X
• ISBN13: 9780471183303
• Release Date: July 1997
• Publisher: Wiley
• Length: 320 Pages
• Weight: 0.45 lbs.
• Dimensions: 0.8" x 7.5" x 9.2"

Customer Reviews

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.

If you must choose one book: this is the one.

When it comes to internet marketing, this book is a must-have. Whether you're launching your own small site or a corporate site, this book will go into great detail about what you can do for advertising. This book is my master reference book in marketing strategy.

Complete in every aspect!

During the last couple of months I have been working on an advertising project, and this book has solved just about every doubt or question that I have had. I consider it a great reference book that explains directly and very tecnically the needs and "how to" of an on-line advertiser and publisher, this way you can understand both sides of on-line advertising.

A Great Introductory Book

I'm launching a site soon, and this book has given me a great introductory grasp of web advertising. You'll find out how to design advertisements, price, measure results, sell/buy, etc. Also includes an appendix of useful contacts. The best book I have read thus far on web advertising.

The Perfect New Book for Advertisers / Clients

I am very impressed, and I must confess; I have not finished every chapter of this book yet. But, I can truly attest to the usefullness of this book even now (75% read). This book will probably get the kind of attention that Steve Okeefe's great book did ("Publicity on the Internet"), and this is the perfect book to follow it. Now we have a rich source of online advertising information that we can actually use day to day in our Web Related businesses. This is not written in the language of the typical "AD GUYS". It is written for real lay people who want to understand the ways of advertising on the web. Thank You Robin Zeff and your associates !