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Über dieses Buch

'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.

Inhaltsverzeichnis

Frontmatter

An Introduction to Online Advertising

Frontmatter

2000 | OriginalPaper | Buchkapitel

Why Internet Advertising?

Tom Hyland

2000 | OriginalPaper | Buchkapitel

Internet Advertising

2000 | OriginalPaper | Buchkapitel

It’s an Ad, Ad World

Lee Weiner

2000 | OriginalPaper | Buchkapitel

Webvertising in an Accidental Industry

2000 | OriginalPaper | Buchkapitel

Advantages and Disadvantages of Advertising on the Web

2000 | OriginalPaper | Buchkapitel

BJ Webvertising Marketing Guide

Online vs Traditional Marketing

Frontmatter

2000 | OriginalPaper | Buchkapitel

Channel One Banner Advertising Report

2000 | OriginalPaper | Buchkapitel

Executive Summary: The State of One to One Online

2000 | OriginalPaper | Buchkapitel

Web-based Sales: Defining the Cognitive Buyer

Paul Zellweger

2000 | OriginalPaper | Buchkapitel

Interactive Relationship Marketing

David M. Raab

Optimizing an Online Campaign

Frontmatter

2000 | OriginalPaper | Buchkapitel

How Internet Advertising Works

Rex Briggs, Horst Stipp

2000 | OriginalPaper | Buchkapitel

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

2000 | OriginalPaper | Buchkapitel

The Seven Steps to Successful Direct Marketing

Carey Hedges

2000 | OriginalPaper | Buchkapitel

Exploding the WEB CPM Myth

Rick Boyce

2000 | OriginalPaper | Buchkapitel

What Advertising Works?

Bill Doyle, Mary A. Modahl, Ben Abbott

2000 | OriginalPaper | Buchkapitel

Increasing Advertising Effectiveness on the Web

2000 | OriginalPaper | Buchkapitel

Justifying the Web for Your Business

2000 | OriginalPaper | Buchkapitel

Collection of DrNunley.com Marketing Articles

Kevin Nunley

Ways to Measure

Frontmatter

2000 | OriginalPaper | Buchkapitel

Counting “Hits” Not Best Measure Of Web Success

Steven Bonisteel

2000 | OriginalPaper | Buchkapitel

The Dirty Truth About Click Throughs

2000 | OriginalPaper | Buchkapitel

On-Line Advertising Campaign Measurement

How Cached Impressions and Varying Ad Serving Technologies Affect Reporting and Performance
Nicole Goldstein

2000 | OriginalPaper | Buchkapitel

Banner advertising more effective than tv or radio in luring web shoppers, according to Andersen Consulting survey

Tips

Frontmatter

2000 | OriginalPaper | Buchkapitel

9 Ways to Write Sure-Selling Ads

Binnie Perper

2000 | OriginalPaper | Buchkapitel

10 Tips to More Effective Banners

Nick Bullimore

Webvertising In-Depth

Frontmatter

2000 | OriginalPaper | Buchkapitel

Designing Catchy, Effective Banner Ads

Meredith Little

2000 | OriginalPaper | Buchkapitel

The Bigger Picture — Free Vs. Paid Advertising

2000 | OriginalPaper | Buchkapitel

Technical White Paper: Advertising on the Web

Tom Shields

2000 | OriginalPaper | Buchkapitel

Generate and Tracking Response to Promotional E-mail

Michelle Feit

2000 | OriginalPaper | Buchkapitel

Why E-Mail Lists Have Come of Age

Michelle Feit

Backmatter

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