Advertising on the Internet
Kogan Page Ltd (Verlag)
978-0-7494-3123-5 (ISBN)
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The Internet reaches millions of people every minute. It provides ready access to a wealthy consumer market with considerable purchasing power. However, many companies remain sceptical about its viability as a sales and marketing tool, or they are aware of the possibilities but unable to fully exploit them. This new edition of Advertising on the Internet aims to dispel some of the myths that have sprung up around Internet advertising, and in doing so shows you how to make the most of this vital avenue of promotion. It examines and demystifies the fascinating and potentially lucrative venture of using the World Wide Web to deliver advertising messages by explaining: how to adapt your advertising message to the Web; how to lead customers to your site; what banner advertisements are; what click-through rates are; the different types of advertisements possible. Advertising on the Internet tackles the fundamental issues of the subject in an accessible style. It will guide you to put in place a strong and durable advertising strategy for the Internet that will lead to commercial success.
Steven Armstrong is a consultant specializing in sales and marketing strategies for international IT companies that enable them to utilise new technologies to provide competitive advantage. He is the author of Advertising on the Internet and 30 Minutes to Master the Internet, both published by Kogan Page.
1. Introduction Want a piece of the action? How big is the Internet? The fundamental shift Online publications Who is this book for? 2. Foundations and Fundamentals The Internet The Internet vs the World Wide Web Key aspects of the Web 3. Web Advertising Advertising The elements of Web advertising Making the link 4. Banner Advertising Click-through rates Banner payment models The site is important ... And so is the sight! Summary 5. Beyond the Banner Extending the banner Sponsoring content Screensavers and push broadcasting Summary 6. Corporate Web Sites Types of corporate Web site Technology counts? Getting it right! Vanity publishing Summary 7. The Future of Online Shopping The 'Advertising on the Internet' Web site Index
| Erscheint lt. Verlag | 1.12.2000 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 142 x 234 mm |
| Themenwelt | Mathematik / Informatik ► Informatik ► Web / Internet |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-7494-3123-7 / 0749431237 |
| ISBN-13 | 978-0-7494-3123-5 / 9780749431235 |
| Zustand | Neuware |
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