MARC details
| 000 -LEADER |
|---|
| fixed length control field |
04067cam a22003974i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20221101184833.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
000518s2001 maua b 000 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
00041625 |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
|---|
| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0205318754 |
| Qualifying information |
pbk. |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780205318759 |
| Qualifying information |
pbk. |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(ATU)b10140505 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(DLC) 00041625 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)44117985 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Modifying agency |
ATU |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF6146.I58 |
| Item number |
K39 2001 |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.13 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kaye, Barbara K., |
| Relator term |
author. |
| 9 (RLIN) |
1037959 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Just a click away : |
| Remainder of title |
advertising on the Internet / |
| Statement of responsibility, etc. |
Barbara K. Kaye, Norman J. Medoff. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Boston, Mass. : |
| Name of producer, publisher, distributor, manufacturer |
Allyn and Bacon, |
| Date of production, publication, distribution, manufacture, or copyright notice |
[2001] |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Date of production, publication, distribution, manufacture, or copyright notice |
©2001 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 146 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
23 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references. |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Preface -- |
| Miscellaneous information |
Chapter 1. |
| Title |
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 -- |
| Miscellaneous information |
Chapter 2. |
| Title |
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 -- |
| Miscellaneous information |
Chapter 3. |
| Title |
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 -- |
| Miscellaneous information |
Chapter 4. |
| Title |
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 -- |
| Miscellaneous information |
Chapter 5. |
| Title |
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 -- |
| Miscellaneous information |
Chapter 6. |
| Title |
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 -- |
| Miscellaneous information |
Chapter 7. |
| Title |
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 -- |
| Miscellaneous information |
Appendix. |
| Title |
Web Site URLs -- |
| -- |
Glossary. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
|---|
| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Internet advertising |
| 9 (RLIN) |
328286 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Medoff, Norman J., |
| Relator term |
author. |
| 9 (RLIN) |
1037961 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
.b10140505 |
| b |
11-07-17 |
| c |
27-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
|---|
| a |
659.13 KAY |
| g |
1 |
| i |
A285115B |
| j |
0 |
| l |
cmain |
| o |
- |
| p |
$64.33 |
| q |
- |
| r |
- |
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- |
| t |
0 |
| u |
15 |
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0 |
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0 |
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1 |
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.i10355029 |
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28-10-15 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| -- |
(2)b |
| -- |
(2)c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
| -- |
eng |
| -- |
mau |
| -- |
0 |
