Advertising on the Internet

The authors begin with a quick look at the present state of online advertising in Chapter 1. In Chapter 2 they explore the valid reasons for using online advertising and how it can fit into a greater advertising strategy. Chapter 3 examines the various models of online advertising, explaining how they work and comparing the advantages and disadvantages of each. In chapters 4 and 5, the authors survey the software and hardware tools and technologies available to online advertisers, ranging from means of delivering ads to methods for measuring results. The various approaches for pricing ads is the subject of Chapter 6, while Chapter 7 looks at the nature of the Internet audience and how it's changing. The final two chapters consider the strategy involved in buying and selling Internet advertising. This hype-free book looks at Net advertising through pragmatic eyes. It could save anyone interested in buying, selling, or creating Internet-based ads from making a lot of costly mistakes. --Elizabeth Lewis

I was looking for a "link" to ask a question to the authors. I have used this book extensively in one of the classes I teach and the college is about to re-order for upcoming courses.

I am reconsidering the choice because the internet advertising environment has changed significantly in 1 year and 3 months.

When will 3rd edition be available? Please advise: thank you very much.

LM


The best I've seen on this subject.   September 18, 2000
John Keyser (IntelliCom International, Ltd)
6 out of 6 found this review helpful

Granted, there are not a great many books on this subject, but this is definitely the one to read. It gives great insight on the benefits and pitfalls of advertising on this new medium. It does an excellent job of comparing the internet to other advertising options and makes a good case for which traditional advertising concepts apply here, and which do not. I am an advertising and media buyer working exclusively with interactive appliances and I found this book immensely informative. Read it.


Great introductory book   September 9, 2000
3 out of 3 found this review helpful

This book gives a complete overview of possibilities for online advertising. Although lots of the information sounds very familiar, it's nice to have one book that says it all. I especially liked the extensive use of statistics and other research results of external parties. Naturally the sources of this information is specified each time, which gives you a nice idea where to get more information. The extensive Resource Directory (about 60 pages) is also very useful in telling you were to find more information, both online and offline.

The book also convinced me that it's nearly impossible to build a profitable online presence by advertising income alone. Numerous examples and figures show that you need extremely high traffic, before the advertising revenue is sufficient to cover the high costs of running a content-driven website.


Decent intro, but too much filler.   February 9, 2000
Robert Cooley (San Diego)
19 out of 19 found this review helpful

This is a decent introductory book, but feels like a double-spaced term paper trying to hit a page count.

It covers every aspect and seems as good a place to start as any. Don't try to read it through - use it as a reference book, and skip around to what you need.

It is filled with screen shots (that are always on the next page) and one of those 50-page appendix lists that should be online.