Advertising on the Internet

Abstract

This technical note introduces the key elements of Internet advertising, including options available to advertisers, pricing, measurement, an overview of the buying process, and a comparison with traditional advertising. The note includes the following appendices: glossary, how to make effective advertisements, and tips for directing traffic to one's site.

Excerpt

ADVERTISING ON THE INTERNET

Introduction

The use of the Internet for marketing and advertising has grown as rapidly as the Internet itself. “Advertisers are embracing Internet advertising and acknowledge the Web as an integral part of their marketing mix. From zero ad dollars spent in 1995, Web ad spending grew to $ 907 million in 1997 and is projected to grow to $ 8 billion by 2002, when it will comprise 5 percent of all U.S. ad dollars spent.”

This note will offer an introduction to the key elements of Internet advertising, including options available to the advertiser, pricing, measurement, an overview of the buying process, and a comparison to traditional advertising.

. . .

Keywords: internet, advertising, media planning, marketing