Advertising on the Internet

29 Pages Posted: 16 Jun 2009

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Jill McNabb

affiliation not provided to SSRN

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

Suggested Citation

Farris, Paul and McNabb, Jill, Advertising on the Internet. Darden Case No. UVA-M-0602. Available at SSRN: https://ssrn.com/abstract=1420572

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Jill McNabb

affiliation not provided to SSRN

No Address Available

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