Advertising on the Internet

Internet advertising is more popular than ever before and online advertising revenues are way up. Like its bestselling predecessor, this updated edition offers complete coverage of all of the new technologies and the hottest issues involved in online advertising. New chapters on direct marketing on the Internet, the biggest issues and concerns of local and international advertisers, and important legal issues (written by a well-known and highly respected Internet attorney) continue to make this the book of choice for every size business. There's even extremely helpful information on advertising for free (or almost nothing) by Eric Ward, the "father" of grassroots Internet advertising strategies.

The companion Web site includes listings and links to additional training and tool resources

Table of contents :

The Internet Advertising Landscape

Online Ad Models

Internet Direct Marketing

The Art and Science of Web Measurement

Ad Management

Targeting

Pricing Online Ads

Market Research

Buying Online Ads

Selling Online Ads on Your Web Site

Advertising to a Local Market

Advertising to an International Market

"Legal Issues Every Internet Advertisers Should Know" Rochelle Blaustein

Convergence

Glossary

Appendices

Special Section: "How to Advertise for Free or Almost Free" Eric Ward