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020 _a0205318754
_qpbk.
020 _a9780205318759
_qpbk.
035 _a(ATU)b10140505
035 _a(DLC) 00041625
035 _a(OCoLC)44117985
040 _aDLC
_beng
_erda
_dATU
042 _apcc
050 0 0 _aHF6146.I58
_bK39 2001
082 0 _a659.13
100 1 _aKaye, Barbara K.,
_eauthor.
_91037959
245 1 0 _aJust a click away :
_badvertising on the Internet /
_cBarbara K. Kaye, Norman J. Medoff.
264 1 _aBoston, Mass. :
_bAllyn and Bacon,
_c[2001]
264 4 _c©2001
300 _ax, 146 pages :
_billustrations ;
_c23 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references.
505 0 0 _tPreface --
_gChapter 1.
_tIntroduction to the World Wide Web and Online Advertising --
_tInternet Advertising --
_tHistory of the Internet and the World Wide Web --
_tInternet Resources --
_tWorld Wide Web --
_tElectronic Mail --
_tElectronic Mailing Lists --
_tNewsgroups/Bulletin Boards --
_tChat Forums --
_tDevelopment of Internet Advertising --
_tWhat Is on the Web and Who Is Going Online --
_tInternet Users in the United States --
_tGlobal Internet Users --
_tSummary --
_gChapter 2.
_tThe Internet Economy --
_tOnline Advertising --
_tOnline Advertising as a Marketing Function --
_tBenefits of Online Advertising --
_tAdvertiser's Perspective --
_tConsumer's Perspective --
_tDisadvantages of Internet Advertising --
_tThe Internet Economy --
_tOnline Shopping Profile --
_tOnline Advertising Spending and Revenue --
_tSummary --
_gChapter 3.
_tOnline Ads: What They Are and How They Are Priced --
_tTypes of Cyberads --
_tBanner Ads and More --
_tPop-Up Ads --
_tExtramercials --
_tVideo Banners --
_tWebmercials --
_tAdvertorials/Infomercials --
_tAdvertising Rates --
_tCost per Thousand --
_tClick-Through Rates --
_tTime Spent Listening/Viewing --
_tSize-Based Pricing --
_tCost per Transaction --
_tHybrid Deals --
_tSelecting a Pricing Structure --
_tAlternative Advertising Buys --
_tAd Auctions --
_tAdvertising Exchanges --
_tCooperative Advertising --
_tDiscounts --
_tSummary --
_gChapter 4.
_tOnline Advertising Opportunities --
_tOnline Places to Advertise --
_tWeb Sites --
_tPortals --
_tLocal/Regional Sites --
_tChatrooms --
_tOnline Games --
_tClassified Sections --
_tE-Mail --
_tNewsletters --
_tIntranets --
_tOnline Promotions --
_tCoupons --
_tSweepstakes --
_tSponsorships --
_tProduct Placement --
_tSummary --
_gChapter 5.
_tWeb Ratings and Measurement --
_tOnline Ad Tracking --
_tAudience Demographic Information --
_tRatings Data and Measurement --
_tCounting Ad Exposures --
_tWeb Auditors and Ad Service Companies --
_tMeasurement Standards and Online Advertising Associations --
_tZapping Cyberspace Invaders --
_tSummary --
_gChapter 6.
_tAgency Presence Online --
_tAgencies and Cyberspace --
_tAdvertising System --
_tAdvertising Agencies in an Online World --
_tSelecting an Interactive Agency --
_tOnline Ventures Turn to Traditional Advertising Agencies --
_tOther Alternatives --
_tSales Force --
_tSummary --
_gChapter 7.
_tBanner Design and Banner Awards --
_tDesigning Ads for the Web --
_tDesigning Banner Ads --
_tGoals --
_tCreating an Effective Banner Ad --
_tTargeting --
_tBanner Ad Sizes --
_tFinding Images --
_tAwards for Online Advertising --
_tClio Awards --
_tCASIE Awards --
_tThe Tenagra Awards for Internet Marketing Excellence --
_tThe Future of Online Advertising Recognition and Awards --
_tSummary --
_gAppendix.
_tWeb Site URLs --
_tGlossary.
588 _aMachine converted from AACR2 source record.
650 0 _aInternet advertising
_9328286
700 1 _aMedoff, Norman J.,
_eauthor.
_91037961
907 _a.b10140505
_b11-07-17
_c27-10-15
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