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Title:
Advertising on the Internet
Review:
For anyone considering either placing or
accepting advertising on their own (or their employer's) web site,
this book is required reading. Also for anyone with an interest in
the subject, this book contains much to both interest and inform
the general reader as a general primer on the practise and
business of advertising on the Internet.
The authors, both of whom have substantial
practical expertise in the field, chart the beginnings of
advertisers' interest in the medium of the Internet - including
the growth of dedicated web advertising agencies and advertising
networks. As a new industry with a counterpart in the conventional
advertising world, the authors are at pains to stress both the
similarities and quite different practices that the new field
enjoys - including the relationship between advertisers,
publishers (site owners) and their audiences.
Though written in 97 (the second edition is due
out in June) the information contained in the book concerning
audience measurement, construction of measurable audience
demographics etc, advert pricing methodology, conducting Internet
campaigns etc is still very much current.
Amongst the nuggets of pertinent information
sure to be of interest to information professionals are the
various methods that advertisers have adopted to analyse,
understand, and measure web site audiences (consumers.) What is
particularily interesting is how that information has been
channelled into ways of encouraging active audience participation
- whether measured by sales or increases in audience etc.
Also of interest, particularly to owners of
'high traffic' sites is the potential for not only increasing
audience share (and possibly sales) but also for pro-actively
promoting sites with relevant groups of users.
As a how-to guide to using advertising on the
Internet, this book is definitely an invaluable resource. As a
manual outlining not only current practises but also the
methodology and mindset of advertisers and publishers this book is
particularly useful, and deserves a place in any well-rounded
collection of essential Internet books.
Free Pint Reviewer:
Nick Lloyd is an Internet consultant with
extensive experience of using and searching the Internet including
creating and managing Internet and intranet sites for major
government agencies. Recent work includes completion of an
extensive Internet training programme for Deutsche Bank
http://www.db.com/ conducting
training and workshop based programmes for staff. His interests
include Internet design and 'content creation' with a background
in both information work and art and design. He can be contacted
by e-mail at nickllo@rocketmail.com
or on the Web at http://www.lloy.freeserve.co.uk/.
Readers Comments:
The average customer rating at Amazon for this
book is 4.5 out of 5, from 11 reviews.
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