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The Ultimate Internet Advertising Guide

  • Book
  • © 2000

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Editors:
  1. SCN Education B.V.
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  • The ultimate handbook on online advertising

Part of the book series: XHOTT Guide (XHOTT)

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Table of contents (29 chapters)

  1. Front Matter

    Pages 1-10
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  2. An Introduction to Online Advertising

    1. Front Matter

      Pages 11-11
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    2. Why Internet Advertising?

      • Tom Hyland
      Pages 13-17

    3. Internet Advertising

      • Coshe.com
      Pages 19-26

    4. It’s an Ad, Ad World

      • Lee Weiner
      Pages 27-30

    5. Webvertising in an Accidental Industry

      • Nocturnecom
      Pages 31-34

    6. Advantages and Disadvantages of Advertising on the Web

      • The H.W. Grady College of Journalism and Mass Communication
      Pages 35-37

    7. BJ Webvertising Marketing Guide

      • BJ Webvertising
      Pages 39-49

  3. Online vs Traditional Marketing

    1. Front Matter

      Pages 51-51
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    2. Channel One Banner Advertising Report

      • Channel One
      Pages 53-73

    3. Executive Summary: The State of One to One Online

      • Peppers and Rogers Group
      Pages 75-77

    4. Web-based Sales: Defining the Cognitive Buyer

      • Paul Zellweger
      Pages 79-89

    5. Interactive Relationship Marketing

      • David M. Raab
      Pages 91-96

  4. Optimizing an Online Campaign

    1. Front Matter

      Pages 97-97
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    2. How Internet Advertising Works

      • Rex Briggs, Horst Stipp
      Pages 99-128

    3. It Pays To Advertise. Effects of Business-to-Business Advertising on Decision-Makers: Results of Recent Research

      • American Business Press
      Pages 129-137

    4. The Seven Steps to Successful Direct Marketing

      • Carey Hedges
      Pages 139-144

    5. Exploding the WEB CPM Myth

      • Rick Boyce
      Pages 145-149

    6. What Advertising Works?

      • Bill Doyle, Mary A. Modahl, Ben Abbott
      Pages 151-155

    7. Increasing Advertising Effectiveness on the Web

      • Intel Corporation
      Pages 157-166
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About this book

'There is no doubt', dr. Kevin Nunley wrote, 'the Internet really is the biggest gold rush of our lifetime. It is unlikely you or I will get another chance as big as this one to earn huge profits anytime in the next 100 years. Someday people will look back and judge us as one of two groups: those who didn't recognize the Internet revolution and missed the greatest chance of our age, and those who smartly made a place for themselves in the new business model that will dominate the future. It is time to get on board. ' Ing. Adrian Mulder Content Editor Adrian Mulder is an Internet journalist who writes for major business computing magazines. He combines a technical background with a vast experience in the computer and business trade magazine industry The Ultimate Internet Advertising Guide Acknowledgements Many people and professionals have contributed directly or indirectly to this book. To name them all would be practically impossible, as there are many. Nevertheless the editors would like to mention a few of those who have made the production of this book possible. Executive Editor for SCN Education BV: Robert Pieter Schotema Publishing Manager: drs. Marieke Kok Marketing Coordinator: Martijn Robert Broersma Content Editor: ing. Adrian Mulder Editorial Support Dennis Gaasbeek, Rob Guijt, Richard van Winssen Interior Design: Paulien van Hemmen, Bach. Also, we would especially like to thank dr. Roland van Stigt for laying a solid foundation for the Hon Guide series to grow on.

About the authors

The Publishing department of SCN Education was founded in 1998 and has built a solid reputation with the production of the HOTT Guide series. In their research activities for the HOTT Guide series they have established a broad network of IT-specialists (leading companies, researchers, etc) who have contributed to the books.

Bibliographic Information

  • Book Title: Webvertising

  • Book Subtitle: The Ultimate Internet Advertising Guide

  • Editors: SCN Education B.V.

  • Series Title: XHOTT Guide

  • DOI: https://doi.org/10.1007/978-3-322-86793-3

  • Publisher: Vieweg+Teubner Verlag Wiesbaden

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer Fachmedien Wiesbaden 2000

  • Softcover ISBN: 978-3-322-86795-7Published: 20 November 2013

  • eBook ISBN: 978-3-322-86793-3Published: 11 November 2013

  • Edition Number: 1

  • Number of Pages: X, 261

  • Topics: e-Commerce/e-business, Marketing, Computer Communication Networks, Engineering, general

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