Amazon.com Internet advertising does not work the same way as advertising does in other media--although the basic advertising principles still apply. The Net's fabulous growth has also made it an ever-shifting marketplace in which to work. Zeff and Aronson look at all the issues involved in Net advertising--buying it， selling it， and using it--with the uninitiated in mind. They lay out the basics of both Internet communications and advertising principles， attempting to show how they work together.The authors begin with a quick look at the present state of online advertising in Chapter 1. In Chapter 2 they explore the valid reasons for using online advertising and how it can fit into a greater advertising strategy. Chapter 3 examines the various models of online advertising， explaining how they work and comparing the advantages and disadvantages of each. In chapters 4 and 5， the authors survey the software and hardware tools and technologies available to online advertisers， ranging from means of delivering ads to methods for measuring results. The various approaches for pricing ads is the subject of Chapter 6， while Chapter 7 looks at the nature of the Internet audience and how it's changing. The final two chapters consider the strategy involved in buying and selling Internet advertising. This hype-free book looks at Net advertising through pragmatic eyes. It could save anyone interested in buying， selling， or creating Internet-based ads from making a lot of costly mistakes. --Elizabeth Lewis Book Description A thoroughly updated and expanded edition of the bestselling guide to online advertising (over 40，000 copies sold!)， this book is must reading for anyone who wants to take advantage of the most important new advertising medium since television. Loaded with real-world examples and case studies from some of today's most successful online advertisers and marketers， it gets readers quickly up to speed on all the hot new trends in online advertising， from B2B marketing to wireless promotions. Written by two truly high-profile members of the industry， the Third Edition boasts 70 percent new material， including updates of all examples， the latest tools and strategies for becoming an effective online advertiser， and expert professional advice for businesses of all sizes. Readers will get the inside track on: B2B online marketing New advertising models for wireless technology， including cell phones， pagers， and other handheld devices Legal protection and the debate over customer privacy Online ad models such as rich media and e-mail marketing And much more See all Editorial Reviews