Advertising on the Internet - Robbin Zeff

With an annual revenue growth of 75% to 100%, the Internet is the fastest–growing advertising medium in history and appears to be the most measurable and targetable of all advertising vehicles. This book tells you what you need to know to take advantage of the seemingly limitless opportunities now available in Internet advertising.

Whether you have a product or a service to sell, work at an advertising agency, are a marketing professional developing a media plan, a Web developer, graphic designer, or copywriter who'd like to break into the online advertising arena, or have a Web site with ad space to sell, this book is for you. Written by a team of online advertising experts, Advertising on the Internet covers absolutely all the bases
from pricing to graphics to planning an online advertising campaign to finding a job in the industry. A crash course for newcomers and a priceless source of facts, figures, and contact information for experienced Internet advertisers, it fills you in on what you need to know to:

• Get up to speed with the state of the art in online advertising


• Learn how to measure the success of your ad campaign


• Sell advertising space on your own Web site


• Negotiate contracts, set prices, and work with ad networks


• Budget, plan, produce, and implement a successful Internet advertising strategy


• Design great online ads.

"If you're considering running an Internet ad campaign, this book is an excellent way to kick off your education process."

Debra Aho Williamson Editor, Interactive Media & Marketing Advertising Age.