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_aHF6146.I58 _bK39 2001 |
082 | 0 | _a659.13 | |
100 | 1 |
_aKaye, Barbara K., _eauthor. _91037959 |
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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] |
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264 | 4 | _c©2001 | |
300 |
_ax, 146 pages : _billustrations ; _c23 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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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. | ||
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_aInternet advertising _9328286 |
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_aMedoff, Norman J., _eauthor. _91037961 |
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