What makes people click: advertising on the web
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Indianapolis, Ind.
Que
1997
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 433 S. Ill. |
| ISBN: | 0789712350 |
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| 245 | 1 | 0 | |a What makes people click |b advertising on the web |c written by Jim Sterne |
| 264 | 1 | |a Indianapolis, Ind. |b Que |c 1997 | |
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| 650 | 4 | |a Marketing sur Internet | |
| 650 | 4 | |a Publicité sur Internet | |
| 650 | 4 | |a Web | |
| 650 | 4 | |a Internet advertising | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a World Wide Web | |
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Datensatz im Suchindex
| _version_ | 1804128245423013888 |
|---|---|
| adam_text | Contents at a Glance
Introduction
1. Advertising Conies to the Web 13
2. Before the Banner 43
3. The Buck Spangled Banner 67
4. Beyond the Banner 105
5. Measure for Measure 145
6. Looking for Space in All the Right Places 193
7. What Makes People Click? 257
8. Real life Stories: The Good, the Bad, and the Unexplainable 303
9. Creating a Web Advertising Strategy 323
10. Selling Space on Your Web Site 351
11. A Few Words About the Law 375
12. Conspicuous Conjectures 387
I Appendixes A. Glossary 405
B. Advertising Resources on the Web 411
Index 415
Table of Contents
Introduction 1
What s In It for You? 2
Is There life on the Web? 3
Where Does It Fit? 4
Deadly Mistakes 4
Banner Alternatives 5
A Banner Year 5
Other Ways to Make Them Salute 6
But Is It Working? 6
Can You Build an Electronic Brand? 7
Instant Response 7
Proper Placement 7
Zeroing In 8
Creating Clickable Ads 9
Learning by Example 9
Creating a Web Site Strategy 10
From the Other Side of the Sale 10
Looking Ahead 11
1 Advertising Comes to the Web 13
Where Web Ads Began 14
The Motivation 14
Being Digital/Being Cool 14
Salvaging a Web Investment 17
Making the Offer 19
Building a Brand 20
Cranking Up the Money Machine 21
Telescopic or Microscopic? 21
The Rest of the World 22
Who s Buying Space? 22
The Biggest Buyers 22
Toyota Sees Up Scalers 23
Proctor Gamble Smells Consumers 24
vjii I What Makes People Click: Advertising on the Web
Who s Selling Space? 24
The Biggest Sellers? 25
The Fuzzy Numbers of Ad Trading 28
Who s Making Money? 28
Networks and Syndicates Arise 30
Who Are the Eyeballs? 31
Graphic, Visualization, Usability Center s (GVU) 5th
WWW User Survey 31
The CommerceNet/Nielsen Study 32
Find/SVP 32
Internet Declared Mass Media 37
Is Your Audience Out There? 37
The Internet Boom Is Still Being Heard 37
The Boom Has Only Just Begun 38
2 Before the Banner 43
Spam Was Spawned In the Newsgroups 44
The Critical Rules of Newsgroup Advertising 44
The Penalties for Spamming 44
Newsgroups that Want Your Ads 45
E Mail Advertising 45
The Agony of Being on the Receiving End 46
ThelUogicofltAU 46
The Definitive Treatise 47
Sanctioned Mass E Mail 50
Newsletters 53
list Servers 53
Sending an Ad to a List—Without Turning into Toast 55
The Subscribe Me Button 56
E Mail Games 56
Classifieds 58
Sites that Want to Point Your Way 59
Sites Within Sites 60
Solution for the Supply Chain 61
Works Well for Content Sites as Well 62
Mousepads 64
Contents | ix
3 The Buck Spangled Banner 67
Banner Standards 68
Standards also Benefit the Advertiser 70
The Standards Bearers 71
The Official Motivation 72
The Proposed Guidelines 72
Positive Reaction 73
Help Is at Hand 74
Additional Standards 75
Attracting Attention 76
Can Your TV Spot Stop a Train? 77
Can Your Display Ad Catch A Train? 77
Can Your Banner Derail a Train? 78
Bandwidth, Bandwidth, Bandwidth 82
Banners that Move 88
Banners Get Interactive 95
Wanna Play a Game of Nostalgia? 95
Working Smarter, Not Harder 96
Psychographic Self Selection 97
Banners that Take Orders 98
Playing the Technology Card 101
Looking for Love in All the Wrong Places 101
Is that All There Is? 102
The Next Insanely Great Thing 102
Bleeding Edge Advertising 102
Banner Blockers 103
Banners Aren t the Only Choice 104
4 Beyond the Banner 105
Sponsorships 106
Sponsor Your Own Web Site 107
Sponsorship Does Not Equal Banners 108
Brought to You By 108
Featured Sponsor 110
LSMFT—Lucky Strike Means Furtive Technique 112
Sponsor an Event 114
Own a Piece of the Internet 114
Own a Market Segment 115
x I What Makes People Click: Advertising on the Web
Own a Whole Category 116
Games that Point to You 117
Buy a Button from Riddler 118
Contentus Interruptis 121
We Pause for a Word 121
A Tall Tale 123
You Don t Know Jack 125
Ads as Games 129
Background Branding 130
Think Radio 131
Product Placement 131
Multimedia 131
Sony Station 132
Pushy, Pushy, Pushy 135
Simple Push 135
Sophisticated Push 137
Push Gets Validated 138
Your Message Here 138
Chat 139
Sponsor a Chat Room on AOL 139
Chatty Cathy Sells You a Vacuum Cleaner 140
The Emerald City Was Never Like This 141
Dusty Sells You a Dustbuster 141
So Many Methods, So little Budget 144
5 Measure for Measure 145
Hits 146
Visits or Sessions 148
Impressions 148
Counting Impressions 149
Standards Bearers 156
The Cost of an Impression 160
The Value of an Impression—Brands in Cyberspace 163
Branding at Work 163
A Brand by any Other Name 164
Branding Becomes Crucial on the Net 165
Contents | xi
Branding by Association 168
Measuring the Touchy Feely 168
Reach versus Frequency 173
Clickthroughs 174
Paying per Click 174
Counting Problems 176
Supply and Demand 178
The Value of a Click—Making the Sale 179
Independent Verification and Validation 181
Software Voyeurs 182
Report Verification 182
How You Count High 184
Serve Yourself 186
Measuring Behavior—Before and After 186
Buying Leads 188
Commissioned Sales—The Final Frontier 190
Where, Oh Where, Does that Banner Belong? 191
6 Looking for Space In All the Right Places 193
Join the Crowd 194
There s No Escape from Netscape 194
Men 197
Women 198
College Students 199
Corporate Target 199
Will It Play In Poughkeepsie? 199
Some Out of the Way Places 205
Bull Feathers 207
Cleaning Up Online 208
Going Places 208
Foreign Affairs at Home 208
Et Cetera 208
Are You Ready for the Intranet? 209
Where Does Your Competition Hang Out? 212
Not as Easy as It Might Seem 212
Hired Help 212
The Search Engine Connection 213
xij I What Makes People Click: Advertising on the Web
Learning to Work with Search Engines 214
General Banner Rotation 214
Search Engine Segmentation 215
Keyword Referred 215
Don t Forget the Directories 222
The Middle Man—Web Ad Reps 223
One Stop Shopping 225
Web Property Providers 225
Radio Content Provider 226
The Networks Try Their Hands at Networks 227
Content Aggregators 228
Doing It for Free 230
World Wide Reach Masters 233
Targeting 233
Getting to Know You 234
From WebRep to Network 237
The Power of Network Targeting 238
Categorical Targeting 241
The Cookie Conundrum 246
Networks of the Future 247
The Real Me: The Fine Art of Profiling 249
Collaborative Filtering 250
May I See Your Passport, Please? 251
Proof Positive 251
Behave Yourself 252
The Future of Advertising 255
Now that You Know Where to Find Them... 255
7 What Makes People Click? 257
limitless limitations 258
Isolating the Issues 259
The Adventurer 260
The Guided Tour 260
The Self Guided Tour 261
The Tour Book 261
Location 261
Top Dog 262
Contents | xiii
He Who Is Last Shall Be First 266
Page Design Dilemma 269
Length of Time 270
Framing Your Ad 270
Flipping Out 272
It s Still Reach versus Frequency 272
Familiarity Breeds Contempt 273
As Seen on TV 273
All the Ads that Are Fit to Print 274
Frequency Principles by the Baker s Dozen 275
Banner Burnout 277
Doubleclick Study: First Is Best 278
Maximize Reach, Minimize Frequency 279
Common Knowledge 280
Creating Better Banners 280
Choose Your Words Wisely 283
Color 291
Potemkin s Village by Pearl Lau 292
Animation 295
Size 297
Don t Forget the ALT Tag 297
When? 298
CopyMeister 299
It s Harder to Get Attention on the Web 300
Fundamental Desires 300
Grabbers and Qualms 301
8 Real Ufe Stories: The Good, the Bad, and the Unexplainable 303
WhitePalm Four Corners Shows a Wide Range 304
Five Million Banner Impressions a Day 304
Improving on the Best 310
Crowing Reports 310
Over 1.5 Billion Served 311
SiteSpecific 313
Pizza Eaters Delivered to Pizza Hut 315
Scope Out the Competition 317
I m Not Sure but 111 Click It when I See It 321
xiv I What Makes People Click: Advertising on the Web
9 Creating a Web Advertising Strategy 323
Tips for Any Project 324
Get Management Support 324
Assemble the Team 326
Get Educated 327
Heed the Competition 328
Determine Your Goals 329
Promote the Brand 330
Get a Response 330
Select a Target 331
Select Tactics 332
Assign Responsibilities 334
Set Standards 336
Establish Procedures 336
The Process 337
The Proposal 338
Automation Is Your Friend 344
Construct the Creative 345
Be Systematic 346
Testing One, Two, Three 346
Client Side Testing 347
Server Side Up 347
The Message Is the Message 347
Let Er Rip 349
Act on Feedback 349
Do It Again 349
Heed the Competition 350
Determine Your Goals 350
10 Selling Space on Your Web Site 351
There s No Business like Show Business 352
Advertising Profitability Is Newsworthy 352
Get Started Slowly 353
What Are You Selling? 354
What Kind of Site Is It, Anyway? 354
Real Estate 355
Contents | xv
How Many Come to Your Site? 356
Who Are They? 358
Can You Guarantee Delivery? 359
Can You Prove It? 359
Your Site Promotion Plans 361
The Proposal 362
The Price of Admission 363
Trail Balloons 366
The Free Ride 366
What Do You Find Acceptable? 366
Geometric Size Standards 366
File Size Standards 367
Whose Serve Is It? 367
File Type Standards 367
Ad Content 368
Finding Clients 368
Check the Directories 368
Drop In on the Competition 369
Getting Others to Sell for You 369
Offline Collaboration 369
Help Your Clients Be Successful 370
Reconnaissance 371
Creativity Counseling 371
One Step Beyond—Adding Value 371
Periodic Table of Banners 372
Advanced Intelligence 372
Accommodate, Adapt, Improvise 372
11 A Few Words About the Law 375
Traditional Advertising Issues 376
Ad Substantiation 376
Deception 377
Unfairness 377
Trademark and Copyright 378
Contests 380
Unique to the Internet 381
Unsolicited E Mail 381
xvi I What Makes People Click: Advertising on the Web
Privacy 382
Jurisdiction 384
12 Conspicuous Conjectures 387
New Trends 388
Women Are Different than Men 388
The Average Surfer Is Getting Older 388
The Bigger Picture 388
The Advertising Picture 389
New Ideas 389
URL Finder 389
Help for the Typographically Challenged 390
Pay Them to Read Your Ad 391
A New Idea Is Born Every Minute 391
New Technologies 392
Animated E Mail 392
Audio Ads 392
Ad Friendly Video 392
Who Knows What s Next? 393
New Tools 393
Modern Solutions to Complex Problems 394
The Road at Hand 395
The Future of Advertising 397
From the Surfer s Perspective 397
Online Real Time Datastream Control 399
Final Words of Advice 403
A Glossary 405
B Advertising Resources on the Web 411
Banner Vault 412
Discussion 412
Insightful Commentary 412
Internet Advertising Law 412
Mammoth Compendiums 412
News 413
Contents | xvii
Pricing 413
Publicity 413
Web Technology 413
Index 415
|
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| id | DE-604.BV013452451 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:46:11Z |
| institution | BVB |
| isbn | 0789712350 |
| language | English |
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| spelling | Sterne, Jim Verfasser aut What makes people click advertising on the web written by Jim Sterne Indianapolis, Ind. Que 1997 XVII, 433 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing sur Internet Publicité sur Internet Web Internet advertising Internet marketing World Wide Web Werbung (DE-588)4065541-6 gnd rswk-swf Werbestrategie (DE-588)4133682-3 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf World Wide Web (DE-588)4363898-3 gnd rswk-swf World Wide Web (DE-588)4363898-3 s Werbung (DE-588)4065541-6 s DE-604 Online-Marketing (DE-588)7706419-7 s Werbestrategie (DE-588)4133682-3 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009183322&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sterne, Jim What makes people click advertising on the web Marketing sur Internet Publicité sur Internet Web Internet advertising Internet marketing World Wide Web Werbung (DE-588)4065541-6 gnd Werbestrategie (DE-588)4133682-3 gnd Online-Marketing (DE-588)7706419-7 gnd World Wide Web (DE-588)4363898-3 gnd |
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| title | What makes people click advertising on the web |
| title_auth | What makes people click advertising on the web |
| title_exact_search | What makes people click advertising on the web |
| title_full | What makes people click advertising on the web written by Jim Sterne |
| title_fullStr | What makes people click advertising on the web written by Jim Sterne |
| title_full_unstemmed | What makes people click advertising on the web written by Jim Sterne |
| title_short | What makes people click |
| title_sort | what makes people click advertising on the web |
| title_sub | advertising on the web |
| topic | Marketing sur Internet Publicité sur Internet Web Internet advertising Internet marketing World Wide Web Werbung (DE-588)4065541-6 gnd Werbestrategie (DE-588)4133682-3 gnd Online-Marketing (DE-588)7706419-7 gnd World Wide Web (DE-588)4363898-3 gnd |
| topic_facet | Marketing sur Internet Publicité sur Internet Web Internet advertising Internet marketing World Wide Web Werbung Werbestrategie Online-Marketing |
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