Advertising and the World Wide Web

Advertising and the World Wide Web PDF

Author: David W. Schumann

Publisher: Psychology Press

Published: 1999-04-01

Total Pages: 359

ISBN-13: 1135672369

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The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter. What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.

World Wide Web Marketing

World Wide Web Marketing PDF

Author: Jim Sterne

Publisher: John Wiley & Sons

Published: 2002-04-08

Total Pages: 433

ISBN-13: 0471217441

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Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including: Interactivity Affiliate marketing Using B2B technology to sell through resellers Wireless marketing eMetrics, or how to measure online marketing strategies Data mining techniques

Advertising and the World Wide Web

Advertising and the World Wide Web PDF

Author: David W. Schumann

Publisher: Psychology Press

Published: 1999-04

Total Pages: 327

ISBN-13: 1135672377

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Volume composed of papers presented at the 1996 Advertising & Consumer Psych. Conf., but all papers have been updated up through June 1998. Traces web advertising from its inception until now, as the Web has become a high-impact forum for advertising.

Internet World Guide to One-To-One Web Marketing

Internet World Guide to One-To-One Web Marketing PDF

Author: Cliff Allen

Publisher: John Wiley & Sons

Published: 1998-03-23

Total Pages: 408

ISBN-13:

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With the help of push, tracking, and analysis tools, audio-visual conferencing, and other cutting-edge technologies, marketers can now use the Web to develop long-term, highly profitable, one-to-one relationships with their most valued customers. This groundbreaking guide introduces a dynamic new marketing strategy and shows how to use the latest technologies and techniques to launch successful campaigns.

World Wide Rave

World Wide Rave PDF

Author: David Meerman Scott

Publisher: John Wiley & Sons

Published: 2009-02-23

Total Pages: 224

ISBN-13: 0470430451

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A World Wide Rave! What the heck is that? A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there. Rules of the Rave: Nobody cares about your products (except you). No coercion required. Lose control. Put down roots. Point the world to your (virtual) doorstep. You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so. What happens when people can't stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one? By learning the secret to getting links, YouTube, Facebook, and blog buzz to drive eager buyers to your virtual doorstep. For free. In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, reveals the most exciting and powerful ways to build a giant audience from scratch.

Web Advertising and Marketing

Web Advertising and Marketing PDF

Author: Thomas J. Kuegler

Publisher: Course Technology

Published: 2000

Total Pages: 564

ISBN-13:

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"Web Advertising and Marketing" is a complete guide to the tricky business of building an effective online commercial presence. It walks readers through the process, from understanding the basic technology to building an online marketing plan. It includes case studies of businesses and their successes and failures on the Web.

Webonomics

Webonomics PDF

Author: Evan I. Schwartz

Publisher: Broadway

Published: 1998

Total Pages: 278

ISBN-13: 9780767901345

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Webonomics, "n: the study of the production, distribution, and consumption of goods, services, and ideas over the World Wide Web. With tens of millions of people now on-line and Web sites springing up at the rate of one per minute, the World Wide Web has become a strategic tool for successfully growing a business. But while the new digital economy mirrors the traditional economy in some ways, it exhibits unique properties of its own, and it can cost a business thousands, even millions, of dollars if used ineffectively. In "Webonomics, Evan I. Schwartz defines the principles and strategies for maximizing the Web's potential and illustrates these lessons with numerous case studies of both successes and failures, from Web-based start-ups such as Firefly and Virtual Vineyards to large corporations such as IBM and Federal Express. At a time when only the most agile and adaptable businesses can survive, "Webonomics is an essential handbook for thriving amidst the accelerating changes of the Information Age.

Marketing on the Internet

Marketing on the Internet PDF

Author: Jill H. Ellsworth

Publisher: Wiley

Published: 1995-04-17

Total Pages: 436

ISBN-13: 9780471118503

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Everything you need to know to create an effective multimedia system for conducting advertising, marketing, and sales on the Internet. The Internet is revolutionizing the way that businesses are doing their marketing worldwide. Now every marketer faces the challenge of learning a new set of marketing tools — the kind of tools that will be most effective in building your marketing presence on the Internet. Marketing on the Internet is your introduction to the new and powerful multimedia part of the Internet called the World Wide Web. It shows you how to get access to the Web, and how to build multimedia Web pages that give Internet users access to your marketing and sales information. Also find out how to: Get a business connection on the Internet Use HTML to design virtual storefronts with graphics, sound, and hypertext documents for use on the World Wide Web Design Web pages that are easy for customers to use Incorporate an online multimedia strategy into your marketing plan Obtain free copies of Mosaic, Lynx, HTML editors, and other WWW software Avoid committing serious breaches of Internet etiquette that could damage your business reputation

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