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book
Robbin Lee Zeff
Advertising on the Internet, 2nd Edition
<book>
John Wiley & Sons
ISBN: 0471344044
Internet advertising is still a business finding its
legs, but it is already an important part of most successful commercial
sites. And for companies that are not Web-based, the Internet is now
an important medium to consider for marketing strategies. In the second
edition of Advertising on the Internet, authors and Net advertising
professionals Robbin Zeff and Brad Aronson survey the current state
of advertising online. Though many of the concepts the authors present
are extensions of traditional advertising issues, the book offers a
very comprehensive view of things; even seasoned Webmasters will learn
from this title. The various advertising models and techniques are illustrated,
with the balance of effectiveness versus user annoyance discussed frequently.
In addition to the technical aspects of getting your word out on the
Web, the book also covers special international considerations, legal
restrictions and cautions, and targeting techniques, plus it includes
a lengthy resource list. Zeff and Aronson's analysis of the Web details
how to track site and user statistics to monitor usage patterns and
ad effectiveness. Whether you're a techie or not, this book provides
some useful insights.
Outbound
essays / articles
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The Right Time for Research: The Beginning. A pro-usability article.
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An article on the infamous demise of boo.com and the impact of the innovative
design on success
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