Advertising on the Internet, 2nd Edition (ISBN 0471344044)

Amazon.com Review:
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. --Stephen W. Plain Topics covered: Online ad models, direct marketing, Web measurement, targeting, pricing models, selling ads, buying ads, market research, international advertising, legal issues, and advertising for free (or almost).

Decent intro, but too much filler.:
This is a decent introductory book, but feels like a double-spaced term paper trying to hit a page count. It covers every aspect and seems as good a place to start as any. Don't try to read it through - use it as a reference book, and skip around to what you need. It is filled with screen shots (that are always on the next page) and one of those 50-page appendix lists that should be online.

The best I've seen on this subject.:
Granted, there are not a great many books on this subject, but this is definitely the one to read. It gives great insight on the benefits and pitfalls of advertising on this new medium. It does an excellent job of comparing the internet to other advertising options and makes a good case for which traditional advertising concepts apply here, and which do not. I am an advertising and media buyer working exclusively with interactive appliances and I found this book immensely informative. Read it.

Great introductory book:
This book gives a complete overview of possibilities for online advertising. Although lots of the information sounds very familiar, it's nice to have one book that says it all. I especially liked the extensive use of statistics and other research results of external parties. Naturally the sources of this information is specified each time, which gives you a nice idea where to get more information. The extensive Resource Directory (about 60 pages) is also very useful in telling you were to find more information, both online and offline. The book also convinced me that it's nearly impossible to build a profitable online presence by advertising income alone. Numerous examples and figures show that you need extremely high traffic, before the advertising revenue is sufficient to cover the high costs of running a content-driven website.

? A Question - When will the next edition be available?:
PLEASE DO NOT POST AS A REVIEW! Just to be clear, this is not a review. I was looking for a "link" to ask a question to the authors. I have used this book extensively in one of the classes I teach and the college is about to re-order for upcoming courses. I am reconsidering the choice because the internet advertising environment has changed significantly in 1 year and 3 months. When will 3rd edition be available? Please advise: thank you very much. LM

Advertising on the internet deserves credibility:
All advertising professionals working in agencies, media and clients should read this extraordinary book and understand what can be really done with this new media, instead of selling myths that are in part responsible for the downfall of many dot.coms and the global fall in confidence from investors.