ADVERTISING ON THE INTERNET
Second Edition

This updated and expanded second edition of the bestselling guide to online advertising is a must reading for everyone who wants to take advantage of the most important new advertising medium since television. A complete primer on online advertising for businesses of all sizes, it gets you up to speed on the crucial issues, hot new trends, and most effective new technologies in Internet advertising. Loaded with examples of some of today's most successful online advertising and marketing initiatives. Get the inside track on:

• Successful online ad models
• Market research online
• Direct marketing, including opt-in email, promotions, and sweepstakes
• Targeting and personalization
• Internet advertising management tools
• Traffic measurement and gauging the effectiveness of your ads
• Buying and selling ads on your Web site
• Advertising locally
• Advertising to an international market
• Legal aspects of Internet advertising
• How to advertise for free, or almost free (contributed by Eric Ward, the "father" of grassroots advertising strategies)

Table of Contents:

• Chapter 1 - The Internet Advertising Landscape

• Chapter 2 - Online Ad Models

• Chapter 3 - Internet Direct Marketing

• Chapter 4 - The Art and Science of Web Measurement

• Chapter 5 - Ad Management

• Chapter 6 - Targeting--The Online Advertising Advantage

• Chapter 7 - Pricing Online Ads

• Chapter 8 - Market Research--Information Is Your Competitive Advantage

• Chapter 9 - Buying Online Ads

• Chapter 10 - Selling Online Advertising

• Chapter 11 - Going Local

• Chapter 12 - International Online Advertising

• Chapter 13 - Legal Issues Every Internet Advertiser Should Know, by Rochelle Blaustein, Esq. Please visit PatentPlus http://www.patentplus.com for additional resources from Rochelle Blaustein.

• Chapter 14 - The Internet Advertising Convergence

• Special Section: "How to Advertise for Free or Almost Free" Eric Ward, The WardGroup. Please visit NetPost http://www.netpost.com for additional resources from Eric Ward.

Robbin Zeff (robbin@zeff.com) - President, The Zeff Group
Robbin Zeff, Ph.D., is the president of The Zeff Group, a consulting, research and training firm specializing Internet advertising and marketing. Robbin is the co-author of the best selling Advertising on the Internet (Wiley, 1997), the author of The Nonprofit Guide to the Internet (Wiley, 1996) and several major industry reports including the "1998 Online Advertising Report" (Jupiter Communications, 1997). Her expertise has been best described as "finding the money" - helping organizations and businesses think through innovative strategies to maximize their revenue generating potential. Robbin conducts over 30 training seminars in addition to teaching several distance learning clases on online advertising through ZDU http://www.zdu.com (Ziff Davis University). Robbin, who holds a doctorate in Folklore and American Studies from Indiana University, has taught business in Siberia, marketing in Bulgaria, and Web advertising and marketing throughout North and South America.

Brad Aronson (brad@i-frontier.com) - President, I-frontier
Brad founded i-frontier in February of 1996. i-frontier is an Internet advertising agency located in Philadelphia. They have managed Internet advertising campaigns for companies including Time Warner, Schering Plough (allergy drug Claritin), Astra Pharmaceuticals, Star Trek Universe, McGraw Hill, IDG, and StarMedia Network. i-frontier was named one of the top 100 Internet advertising agencies in the country by DoubleClick and Channel Seven, and was recently awarded a Best of Business Online Award from the Internet Business Alliance. Brad is recognized as an expert in the Internet advertising field. He speaks at industry conferences across the country and is also frequently quoted by the media.