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Just a click away advertising on the Internet Barbara K. Kaye, Norman J. Medoff.
Detalles de publicación: Boston, Mass. Allyn and Bacon c2001.Descripción: x, 146 p. ill. 23 cmISBN:- 0205318754 (pbk.)
- 659.13 21
- HF6146.I58 K39 2001
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 659.13 K234j (Navegar estantería(Abre debajo)) | Disponible | 80000002140146 |
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Descripciones mejoradas de Syndetics:
From modest beginnings, advertising on the Internet quickly has become a multibillion dollar business.
Includes bibliographical references and a glossary.
Tabla de contenidos provista por Syndetics
- Preface(p. ix)
- Chapter 1 Introduction to the World Wide Web and Online Advertising(p. 1)
- Internet Advertising(p. 1)
- History of the Internet and the World Wide Web(p. 2)
- Internet Resources(p. 4)
- World Wide Web(p. 4)
- Electronic Mail(p. 4)
- Electronic Mailing Lists(p. 4)
- Newsgroups/Bulletin Boards(p. 5)
- Chat Forums(p. 5)
- Development of Internet Advertising(p. 5)
- What Is on the Web and Who Is Going Online(p. 8)
- Internet Users in the United States(p. 8)
- Global Internet Users(p. 9)
- Summary(p. 11)
- Chapter 2 The Internet Economy(p. 16)
- Online Advertising(p. 16)
- Online Advertising as a Marketing Function(p. 17)
- Benefits of Online Advertising(p. 19)
- Advertiser's Perspective(p. 19)
- Consumer's Perspective(p. 22)
- Disadvantages of Internet Advertising(p. 24)
- The Internet Economy(p. 26)
- Online Shopping Profile(p. 26)
- Online Advertising Spending and Revenue(p. 27)
- Summary(p. 31)
- Chapter 3 Online Ads: What They Are and How They Are Priced(p. 35)
- Types of Cyberads(p. 36)
- Banner Ads and More(p. 36)
- Pop-Up Ads(p. 38)
- Extramercials(p. 41)
- Video Banners(p. 42)
- Webmercials(p. 42)
- Advertorials/Infomercials(p. 43)
- Advertising Rates(p. 46)
- Cost per Thousand(p. 46)
- Click-Through Rates(p. 49)
- Time Spent Listening/Viewing(p. 54)
- Size-Based Pricing(p. 55)
- Cost per Transaction(p. 55)
- Hybrid Deals(p. 56)
- Selecting a Pricing Structure(p. 57)
- Alternative Advertising Buys(p. 57)
- Ad Auctions(p. 57)
- Advertising Exchanges(p. 58)
- Cooperative Advertising(p. 59)
- Discounts(p. 62)
- Summary(p. 62)
- Chapter 4 Online Advertising Opportunities(p. 66)
- Online Places to Advertise(p. 67)
- Web Sites(p. 67)
- Portals(p. 68)
- Local/Regional Sites(p. 70)
- Chatrooms(p. 70)
- Online Games(p. 71)
- Classified Sections(p. 74)
- E-Mail(p. 77)
- Newsletters(p. 80)
- Intranets(p. 81)
- Online Promotions(p. 81)
- Coupons(p. 82)
- Sweepstakes(p. 84)
- Sponsorships(p. 86)
- Product Placement(p. 88)
- Summary(p. 88)
- Chapter 5 Web Ratings and Measurement(p. 92)
- Online Ad Tracking(p. 93)
- Audience Demographic Information(p. 93)
- Ratings Data and Measurement(p. 95)
- Counting Ad Exposures(p. 96)
- Web Auditors and Ad Service Companies(p. 97)
- Measurement Standards and Online Advertising Associations(p. 103)
- Zapping Cyberspace Invaders(p. 106)
- Summary(p. 107)
- Chapter 6 Agency Presence Online(p. 111)
- Agencies and Cyberspace(p. 111)
- Advertising System(p. 111)
- Advertising Agencies in an Online World(p. 113)
- Selecting an Interactive Agency(p. 116)
- Online Ventures Turn to Traditional Advertising Agencies(p. 117)
- Other Alternatives(p. 118)
- Sales Force(p. 119)
- Summary(p. 120)
- Chapter 7 Banner Design and Banner Awards(p. 123)
- Designing Ads for the Web(p. 123)
- Designing Banner Ads(p. 124)
- Goals(p. 124)
- Creating an Effective Banner Ad(p. 125)
- Targeting(p. 125)
- Banner Ad Sizes(p. 125)
- Finding Images(p. 127)
- Awards for Online Advertising(p. 131)
- Clio Awards(p. 131)
- CASIE Awards(p. 132)
- The Tenagra Awards for Internet Marketing Excellence(p. 132)
- The Future of Online Advertising Recognition and Awards(p. 133)
- Summary(p. 134)
- Appendix Web Site URLs(p. 137)
- Glossary(p. 143)