Just a click away : advertising on the Internet /
Kaye, Barbara K.,
Just a click away : advertising on the Internet / Barbara K. Kaye, Norman J. Medoff. - x, 146 pages : illustrations ; 23 cm
Includes bibliographical references.
Preface -- Introduction to the World Wide Web and Online Advertising -- Internet Advertising -- History of the Internet and the World Wide Web -- Internet Resources -- World Wide Web -- Electronic Mail -- Electronic Mailing Lists -- Newsgroups/Bulletin Boards -- Chat Forums -- Development of Internet Advertising -- What Is on the Web and Who Is Going Online -- Internet Users in the United States -- Global Internet Users -- Summary -- The Internet Economy -- Online Advertising -- Online Advertising as a Marketing Function -- Benefits of Online Advertising -- Advertiser's Perspective -- Consumer's Perspective -- Disadvantages of Internet Advertising -- The Internet Economy -- Online Shopping Profile -- Online Advertising Spending and Revenue -- Summary -- Online Ads: What They Are and How They Are Priced -- Types of Cyberads -- Banner Ads and More -- Pop-Up Ads -- Extramercials -- Video Banners -- Webmercials -- Advertorials/Infomercials -- Advertising Rates -- Cost per Thousand -- Click-Through Rates -- Time Spent Listening/Viewing -- Size-Based Pricing -- Cost per Transaction -- Hybrid Deals -- Selecting a Pricing Structure -- Alternative Advertising Buys -- Ad Auctions -- Advertising Exchanges -- Cooperative Advertising -- Discounts -- Summary -- Online Advertising Opportunities -- Online Places to Advertise -- Web Sites -- Portals -- Local/Regional Sites -- Chatrooms -- Online Games -- Classified Sections -- E-Mail -- Newsletters -- Intranets -- Online Promotions -- Coupons -- Sweepstakes -- Sponsorships -- Product Placement -- Summary -- Web Ratings and Measurement -- Online Ad Tracking -- Audience Demographic Information -- Ratings Data and Measurement -- Counting Ad Exposures -- Web Auditors and Ad Service Companies -- Measurement Standards and Online Advertising Associations -- Zapping Cyberspace Invaders -- Summary -- Agency Presence Online -- Agencies and Cyberspace -- Advertising System -- Advertising Agencies in an Online World -- Selecting an Interactive Agency -- Online Ventures Turn to Traditional Advertising Agencies -- Other Alternatives -- Sales Force -- Summary -- Banner Design and Banner Awards -- Designing Ads for the Web -- Designing Banner Ads -- Goals -- Creating an Effective Banner Ad -- Targeting -- Banner Ad Sizes -- Finding Images -- Awards for Online Advertising -- Clio Awards -- CASIE Awards -- The Tenagra Awards for Internet Marketing Excellence -- The Future of Online Advertising Recognition and Awards -- Summary -- Web Site URLs -- Glossary. Chapter 1. Chapter 2. Chapter 3. Chapter 4. Chapter 5. Chapter 6. Chapter 7. Appendix.
0205318754 9780205318759
00041625
Internet advertising
HF6146.I58 / K39 2001
659.13
Just a click away : advertising on the Internet / Barbara K. Kaye, Norman J. Medoff. - x, 146 pages : illustrations ; 23 cm
Includes bibliographical references.
Preface -- Introduction to the World Wide Web and Online Advertising -- Internet Advertising -- History of the Internet and the World Wide Web -- Internet Resources -- World Wide Web -- Electronic Mail -- Electronic Mailing Lists -- Newsgroups/Bulletin Boards -- Chat Forums -- Development of Internet Advertising -- What Is on the Web and Who Is Going Online -- Internet Users in the United States -- Global Internet Users -- Summary -- The Internet Economy -- Online Advertising -- Online Advertising as a Marketing Function -- Benefits of Online Advertising -- Advertiser's Perspective -- Consumer's Perspective -- Disadvantages of Internet Advertising -- The Internet Economy -- Online Shopping Profile -- Online Advertising Spending and Revenue -- Summary -- Online Ads: What They Are and How They Are Priced -- Types of Cyberads -- Banner Ads and More -- Pop-Up Ads -- Extramercials -- Video Banners -- Webmercials -- Advertorials/Infomercials -- Advertising Rates -- Cost per Thousand -- Click-Through Rates -- Time Spent Listening/Viewing -- Size-Based Pricing -- Cost per Transaction -- Hybrid Deals -- Selecting a Pricing Structure -- Alternative Advertising Buys -- Ad Auctions -- Advertising Exchanges -- Cooperative Advertising -- Discounts -- Summary -- Online Advertising Opportunities -- Online Places to Advertise -- Web Sites -- Portals -- Local/Regional Sites -- Chatrooms -- Online Games -- Classified Sections -- E-Mail -- Newsletters -- Intranets -- Online Promotions -- Coupons -- Sweepstakes -- Sponsorships -- Product Placement -- Summary -- Web Ratings and Measurement -- Online Ad Tracking -- Audience Demographic Information -- Ratings Data and Measurement -- Counting Ad Exposures -- Web Auditors and Ad Service Companies -- Measurement Standards and Online Advertising Associations -- Zapping Cyberspace Invaders -- Summary -- Agency Presence Online -- Agencies and Cyberspace -- Advertising System -- Advertising Agencies in an Online World -- Selecting an Interactive Agency -- Online Ventures Turn to Traditional Advertising Agencies -- Other Alternatives -- Sales Force -- Summary -- Banner Design and Banner Awards -- Designing Ads for the Web -- Designing Banner Ads -- Goals -- Creating an Effective Banner Ad -- Targeting -- Banner Ad Sizes -- Finding Images -- Awards for Online Advertising -- Clio Awards -- CASIE Awards -- The Tenagra Awards for Internet Marketing Excellence -- The Future of Online Advertising Recognition and Awards -- Summary -- Web Site URLs -- Glossary. Chapter 1. Chapter 2. Chapter 3. Chapter 4. Chapter 5. Chapter 6. Chapter 7. Appendix.
0205318754 9780205318759
00041625
Internet advertising
HF6146.I58 / K39 2001
659.13