Webvertising : the ultimate Internet advertising guide /
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Webvertising : the ultimate Internet advertising guide /

Bibliographic Details
Format: Book
Language:English
Published: [S.l.] : Morgan Kaufman, 2000.
Series:A HOTT (hands on tests and tutorials) guide.
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Table of Contents:
  • Ch. 1. An Introduction to Online Advertising
  • Why Internet Advertising? / Tom Hyland
  • Internet Advertising / Coshe.com
  • It's an Ad, Ad World / Lee Weiner
  • Webvertising in an Accidental Industry / Nocturne.com
  • Advantages and Disadvantages of Advertising on the Web / The H. W. Grady College of Journalism and Mass Communication
  • BJ Webvertising Marketing Guide / B. J. Webvertising
  • Ch. 2. Online vs. Traditional Marketing
  • Channel One Banner Advertising Report / Channel One
  • Executive Summary: The State of One to One Online / Peppers and Rogers Group
  • Web-based Sales: Defining the Cognitive Buyer / Paul Zellweger
  • Interactive Relationship Marketing / David M. Raab
  • Ch. 3. Optimizing an Online Campaign
  • How Internet Advertising Works / Rex Briggs and Horst Stipp
  • It Pays To Advertise. Effects of Business-to-Business Advertising on Decision-Makers: Results of Recent Research / American Business Press
  • The Seven Steps to Successful Direct Marketing / Carey Hedges
  • Exploding the WEB CPM Myth / Rick Boyce
  • What Advertising Works? / Bill Doyle, Mary A. Modahl and Ben Abbott
  • Increasing Advertising Effectiveness on the Web / Intel Corporation
  • Justifying the Web of Your Business / USWeb Corporation
  • Collection of DrNunley.com Marketing Articles / Kevin Nunley
  • Ch. 4. Ways to Measure
  • Counting "Hits" Not Bet Measure Of Web Success / Steven Bonisteel
  • The Dirty Truth About Click Throughs / eMarketer "the authority on business online"
  • On-Line Advertising Campaign Measurement: How Cached Impressions and Varying Ad Serving Technologies Affect Reporting and Performance / Nicole Goldstein
  • Banner advertising more effective than tv or radio in luring web shoppers, according to Andersen Consulting survey / Andersen Consulting
  • Ch. 5. Tips
  • 9 Ways to Write Sure-Selling Ads / Binnie Perper
  • 10 Tips to More Effective Banners / Nick Bullimore
  • Ch. 6. Webvertising in-Depth
  • Designing Catchy, Effective Banner Ads / Meredith Little
  • The Bigger Picture - Free Vs. Paid Advertising / Internet Marketing Company
  • Technical White Paper: Advertising on the Web / Tom Shields
  • Generate and Tracking Response to Promotional E-mail / Michelle Feit
  • Why E-Mail Lists Have Come of Age / Michelle Feit.