Webvertising: The Ultimate Internet Advertising Guide

251 Pages·2000·8.86 MB·English

by  Tom Hyland (auth.)

Webvertising
Edited by SCN Education B.V.
HOlT Guide
Edited by seN Education B. V
This series of books cover special topics which are useful for a business audience. People
who work or intend to work with Internet - at a management, marketing, sales, system
integrating, technical or executive level -will benefit from the information provided in the series.
These books impart how new technologies and sales & marketing trends on Internet may
be profitable for business. The practical knowhow presented in this series comes from
authors (scientists, research firms and industry experts, a.o.) with countless years of
experience in the Internet area.
The Hon Guides will help you to:
~ Enlarge your knowledge of the (im)possibilities of Internet and keep it up-to-date
~ Use Internet as an effective Sales & Marketing tool by implementing new technologies
as well as future-oriented strategies to improve your business results
~ Facilitate decision making on a management level
~ Reduce research costs and training time
These books are practical 'expert-to-manager' guides. Readers will see a quick 'return on
investment' .
The Publishing department of seN Education BV was founded in 1998 and has built a
solid reputation with the production of the Hon Guide series. Being part of an
international IT-training corporation, the editors have easy access to the latest information
on IT-developments and are kept well-informed by their colleagues. In their research
activities for the Hon Guide series they have established a broad network of IT-specialists
(leading companies, researchers, etc) who have contributed to these books.
Books already in print:
ASP - Application Service Providing
Mobile Networking with WAP
Webvertising
The Ultimate Internet Advertising Guide
Edited by SCN Education B.V.
~
vleweg
Die Deutsche Bibliothek - CIP-Cataloguing-in-Publication-Data
A catalogue record for this publication is available from Die Deutsche Bibliothek
(http://www.ddb.de).
Trademarks
All products and service marks mentioned herein are trademarks of the respective owners
mentioned in the articles and or on the website. The publishers cannot attest to the
accuracy of the information provided. Use of a term in this book andlor website should
not be regarded as affecting the validity of any trademark or service mark.
1s t Edition 2000
All rights reserved
© 2000 Friedr. Vieweg & Sohn Verlagsgesellschaft mbH, Braunschweig/Wiesbaden, 2000
Softcover reprint of the hardcover 1s t edition 2000
Vieweg is a company in the specialist publishing group BertelsmannSpringer.
No part of this publication may be reproduced, stored in a retrieval
system or transmitted, mechanical. photocopying or otherwise without
prior permission of the copyright holder.
ISBN 978-3-322-86795-7 ISBN 978-3-322-86793-3 (eBook)
001 10.1007/978-3-322-86793-3
Chapter 1: An Introduction to Online
Advertising
Preface
'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.
The Ultimate Internet Advertising Guide
Contents
11 Chapter 1: An Introduction to Online Advertising
13 Why Internet Advertising?
By Tom Hyland
19 Internet Advertising
By Coshe. com
27 It's an Ad, Ad World
By Lee Weiner
31 Webvertising in an Accidental Industry
By Nocturnecom
35 Advantages and Disadvantages of Advertising on the Web
The H. W Grady College of Journalism and Mass Communication
39 BJ Webvertising Marketing Guide
By BJ Webvertising
51 Chapter 2: Online vs Traditional Marketing
53 Channel One Banner Advertising Report
By Channel One
75 Executive Summary: The State of One to One Online
By Peppers and Rogers Group
79 Web-based Sales: Defining the Cognitive Buyer
By Paul Zellweger
91 Interactive Relationship Marketing
By David M. Raab
The Ultimate Internet Advertising Guide
Contents
97 Chapter 3: Optimizing an Online Campaign
99 How Internet Advertising Works
By Rex Briggs, Vice President, Millward Brown International, San
Francisco, USA and Horst Stipp, Director, Social and Development
Research, NBC Television Network, New York, USA
129 It Pays To Advertise. Effects of Business-to-Business Advertising on
Decision-Makers: Results of Recent Research
By American Business Press
139 The Seven Steps to Successful Direct Marketing
By Carey Hedges, HN Marketing Ltd
145 Exploding the WEB CPM Myth
By Rick Boyce
151 What Advertising Works?
By Bill Doyle, Mary A. Modahl, Ben Abbott, Forrester Research
157 Increasing Advertising Effectiveness on the Web
By Intel Corporation
167 Justifying the Web for Your Business
By USWeb Corporation
183 Collection of DrNunley.com Marketing Articles
By Dr. Kevin Nunley
211 Chapter 4: Ways to Measure
213 Counting "Hits" Not Best Measure Of Web Success
By Steven Bonisteel
217 The Dirty Truth About Click Throughs
By eMarketer "the authority on business online"
The Ultimate Internet Advertising Guide