Just a click away: advertising on the Internet
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Allyn & Bacon
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 146 S. Ill. |
| ISBN: | 0205318754 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804128242311888896 |
|---|---|
| adam_text | Contents
Preface ix
^^^BB^PHililMI Introduction to the World Wide Web
and Online Advertising 1
Internet Advertising 1
History of the Internet and the World Wide Web 2
Internet Resources 4
World Wide Web 4
Electronic Mail 4
Electronic Mailing Lists 4
Newsgroups/Bulletin Boards 5
Chat Forums 5
Development of Internet Advertising 5
What Is on the Web and Who Is Going Online 8
Internet Users in the United States 8
Global Internet Users 9
Summary 11
x h iptur 2 The Internet Economy 163
Online Advertising 16
Online Advertising as a Marketing Function 17
Benefits of Online Advertising 19
Advertiser s Perspective 19
Consumer s Perspective 22
Disadvantages of Internet Advertising 24
The Internet Economy 26
Online Shopping Profile 26
Online Advertising Spending and Revenue 27
Summary 31
V
I
vi Contents ___ _____
: ¦ ; $ £___ Online Ads: What They Are
^ and How They Are Priced 35
Types of Cyberads 36
Banner Ads and More 36
Pop Up Ads 38
Extramerdals 41
Video Banners 42
Webmercials 42
Advertorials/Infomercials 43
Advertising Rates 46
Cost per Thousand 46
Click Through Rates 49
Time Spent Listening/Viewing 54
Size Based Pricing 55
Cost per Transaction 55
Hybrid Deals 56
Selecting a Pricing Structure 57
Alternative Advertising Buys 57
Ad Auctions 57
Advertising Exchanges 58
Cooperative Advertising 59
Discounts 62
Summary 62
v. hapit.r 4 Online Advertising
Opportunities §S
Online Places to Advertise 67
Web Sites 67
Portals 68
Local/Regional Sites 70
Chatrooms 70
Online Games 71
Classified Sections 74
E Mail 77
Newsletters 80
Intranets 81
Online Promotions 81
Coupons 82
Sweepstakes 84
Sponsorships 86
Product Placement 88
Summary 88
Contents vii
•if tWi* h.j;rtt,r n Web Ratings and Measurement 92
Online Ad Tracking 93
Audience Demographic Information 93
Ratings Data and Measurement 95
Counting Ad Exposures 96
Web Auditors and Ad Service Companies 97
Measurement Standards and Online Advertising Associations 103
Zapping Cyberspace Invaders 106
Summary 107
Ghflfrtgit. ft i Agency Presence Online VU
Agencies and Cyberspace 111
Advertising System 111
Advertising Agencies in an Online World 113
Selecting an Interactive Agency 116
Online Ventures Turn to Traditional Advertising Agencies 117
Other Alternatives 118
Sales Force 119
Summary 120
GJaap^ip*^.; Banner Design and Banner Awards 123
Designing Ads for the Web 123
Designing Banner Ads 124
Goals 124
Creating an Effective Banner Ad 125
Targeting 125
Banner Ad Sizes 125
Finding Images 127
Awards for Online Advertising 131
Clio Awards 131
CASIE Awards 132
The Tenagra Awards for Internet Marketing Excellence 132
The Future of Online Advertising Recognition and Awards 133
Summary 134
®miQSl ~.:_ Web Site URLs 137
: Ci?tflKM!ft 143
|
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| author | Kaye, Barbara K. Medoff, Norman J. 1948- |
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.13 |
| dewey-search | 659.13 |
| dewey-sort | 3659.13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:46:08Z |
| institution | BVB |
| isbn | 0205318754 |
| language | English |
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| physical | X, 146 S. Ill. |
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| spelling | Kaye, Barbara K. Verfasser (DE-588)136585302 aut Just a click away advertising on the Internet Barbara K. Kaye ; Norman J. Medoff Boston [u.a.] Allyn & Bacon 2001 X, 146 S. Ill. txt rdacontent n rdamedia nc rdacarrier Internet advertising World Wide Web (DE-588)4363898-3 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf World Wide Web (DE-588)4363898-3 s Werbung (DE-588)4065541-6 s DE-604 Medoff, Norman J. 1948- Verfasser (DE-588)13658537X aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009181197&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| subject_GND | (DE-588)4363898-3 (DE-588)4065541-6 |
| title | Just a click away advertising on the Internet |
| title_auth | Just a click away advertising on the Internet |
| title_exact_search | Just a click away advertising on the Internet |
| title_full | Just a click away advertising on the Internet Barbara K. Kaye ; Norman J. Medoff |
| title_fullStr | Just a click away advertising on the Internet Barbara K. Kaye ; Norman J. Medoff |
| title_full_unstemmed | Just a click away advertising on the Internet Barbara K. Kaye ; Norman J. Medoff |
| title_short | Just a click away |
| title_sort | just a click away advertising on the internet |
| title_sub | advertising on the Internet |
| topic | Internet advertising World Wide Web (DE-588)4363898-3 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Internet advertising World Wide Web Werbung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009181197&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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