Just a Click Away : Advertising on the Internet

by Kaye, Barbara K.; Medoff, Norman J.

• ISBN13: 9780205318759
• ISBN10: 0205318754
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: Allyn & Bacon

Summary

From modest beginnings, advertising on the Internet quickly has become a multibillion dollar business. This book discusses the power and potential of the Internet as an advertising medium and focuses on how the Internet can be utilized best to deliver effective messages.Just a Click Away: Advertising on the Internet is the first in a series of three books that look at various aspects of mass communication and the Internet. An accompanying Website (www.abacon.com/kaye), which will support all three books, provides further information and updates material in this ever-changing field. The book offers a multitude of valuable information as it draws from current sources that include trade periodicals, daily newspapers, academic journals, magazines, industry newsletters, conference presentations and, of course, the Web itself.Anyone interested in advertising on the Internet.

Table of Contents

Preface	ix
Introduction to the World Wide Web and Online Advertising	1	(15)
Internet Advertising	1	(1)
History of the Internet and the World Wide Web	2	(2)
Internet Resources	4	(1)
World Wide Web	4	(1)
Electronic Mail	4	(1)
Electronic Mailing Lists	4	(1)
Newsgroups/Bulletin Boards	5	(1)
Chat Forums	5	(1)
Development of Internet Advertising	5	(3)
What Is on the Web and Who Is Going Online	8	(3)
Internet Users in the United States	8	(1)
Global Internet Users	9	(2)
Summary	11	(5)
The Internet Economy	16	(19)
Online Advertising	16	(1)
Online Advertising as a Marketing Function	17	(2)
Benefits of Online Advertising	19	(5)
Advertiser's Perspective	19	(3)
Consumer's Perspective	22	(2)
Disadvantages of Internet Advertising	24	(2)
The Internet Economy	26	(5)
Online Shopping Profile	26	(1)
Online Advertising Spending and Revenue	27	(4)
Summary	31	(4)
Online Ads: What They Are and How They Are Priced	35	(31)
Types of Cyberads	36	(10)
Banner Ads and More	36	(2)
Pop-Up Ads	38	(3)
Extramercials	41	(1)
Video Banners	42	(1)
Webmercials	42	(1)
Advertorials/Infomercials	43	(3)
Advertising Rates	46	(11)
Cost per Thousand	46	(3)
Click-Through Rates	49	(5)
Time Spent Listening/Viewing	54	(1)
Size-Based Pricing	55	(1)
Cost per Transaction	55	(1)
Hybrid Deals	56	(1)
Selecting a Princing Structure	57	(1)
Alternative Advertising Buys	57	(5)
Ad Auctions	57	(1)
Advertising Exchanges	58	(1)
Cooperative Advertising	59	(3)
Discounts	62	(1)
Summary	62	(4)
Online Advertising Opportunities	66	(26)
Online Places to Advertise	67	(14)
Web Sites	67	(1)
Portals	68	(2)
Local/Regional Sites	70	(1)
Chatrooms	70	(1)
Online Games	71	(3)
Classified Sections	74	(3)
E-Mail	77	(3)
Newsletters	80	(1)
Intranets	81	(1)
Online Promotions	81	(7)
Coupons	82	(2)
Sweepstakes	84	(2)
Sponsorships	86	(2)
Product Placement	88	(1)
Summary	88	(4)
Web Ratings and Measurement	92	(19)
Online Ad Tracking	93	(1)
Audience Demographic Information	93	(2)
Ratings Data and Measurement	95	(8)
Counting Ad Exposures	96	(1)
Web Auditors and Ad Service Companies	97	(6)
Measurement Standards and Online Advertising Associations	103	(3)
Zapping Cyberspace Invaders	106	(1)
Summary	107	(4)
Agency Presence Online	111	(12)
Agencies and Cyberspace	111	(8)
Advertising System	111	(2)
Advertising Agencies in an Online World	113	(3)
Selecting an Interactive Agency	116	(1)
Online Ventures Turn to Traditional Advertising Agencies	117	(1)
Other Alternatives	118	(1)
Sales Force	119	(1)
Summary	120	(3)
Banner Design and Banner Awards	123	(14)
Designing Ads for the Web	123	(8)
Designing Banner Ads	124	(1)
Goals	124	(1)
Creating an Effective Banner Ad	125	(1)
Targeting	125	(1)
Banner Ad Sizes	125	(2)
Finding Images	127	(4)
Awards for Online Advertising	131	(2)
Clio Awards	131	(1)
CASIE Awards	132	(1)
The Tenagra Awards for Internet Marketing Excellence	132	(1)
The Future of Online Advertising Recognition and Awards	133	(1)
Summary	134	(3)
Appendix Web Site URLs	137	(6)
Glossary	143