User:Skye Salleras

Annotated Bibliography: Online Advertising

Adams,R. (2003) www.advertising, Broadway,NY.:The Illex Press Limited, ISBN 0823058611.

This book provides an indepth view into online advertising. Its highly informative and comprehensive information covers all aspects of the online advertising subject. The book is devoted solely to the pro's and con's, design features, tools and marketing of online advertising. It explors how relevant advertising is on the web and the growth of the multi-billion dollar agency. Online Advertising terminology is also described in the book,which grants insight into another aspect of online advertising. Advertising formats are also investigated thoroughly, with every possible type and format of online advertisements described and illustrated within the book. Design features are also focused on closely, with guidelines of what to put in your advertisement,to formating, text, look and layout, colour, background, sound and video. Attention to detail and depth of information is flawless throughout the entire text. It encapsulates all you need to know about online advertising in a vibrant, easy-to-read text.

Davison,A., Burgess,S., Tatnall,A. (2003) Internet Technologies and Business, Heidelberg, Vic.:Data Publishing, ISBN 1875415815.

Internet Technologies and Business provides discussions on two important factors in the online advertising arena. Consumer behaviour on the internet is a vital area of understanding when developing an online advertisemtent. This book provides an indepth view into the behaviour of consumers online. In particular, it examines the behaviour of consumers when they are considering interacting with organisations over the internet. Davison et al have demonstrated the different models of consumer behaviour on on the internet. It divides different types of consumer behaviour into different categories. Understanding the process and importance of categorizing consumers into different areas is essential for understanding consumers online. Web portals are also discussed in the book. It explors how advertisers take advantage of web portals which are visited frequently,and how they can best optimize their advertising dollar through using such portals, or web sites.

Marlow,E. (1997) Web Visions:An Inside Look at Successful Business Strategies On the Net,United States of America:Van Nostrand Reinhold, ISBN 0442024533.

Web Visions is both useful and informative in many aspects of advertising online. Marlow emphasises the importance of understanding the demographics of your target market when developing an online advertisement. As Marlow demonstrates, understanding the demographics, or who these people are, is not the only important factor which needs to be taken into consideration. As the book discusses, information must also be gathered on how many people are using the net, what the current trends are, and how much money people are actually spending on the net. The different types of advertising on the net are also investigated. Forms discussed inlcude: banners, billboards, key word link advertisements, pop-ups,and sponsored messages. Web Visions also examines the topic of internet advertising spending. It analyzes advertisment expenditures on the net. The information is also accompanied by data and tables of the top ten online advertisers and their comparative spending habtits and trends.

O'Keefe,S. (1997) Publicity on the Internet:Creating Successful Publicity on the Internet and the Commercial Online Services, United States of America:John Wiley & Sons,Inc., ISBN 0471161756.

Publicity on the Internet is a comprehensive guide which directs potential advertisors on how to get attention for their products and services, in the most efficient and effective way. O'Keefe outlines the benefits of internet publicity and describes how to approach the task of creating successful publicity campaigns on the internet. The reccommended approach includes details of how to abide by internet code of behaviour, called 'netiquette'. It provides information on how to contribute to the net in a manner that is appreciated, not excoriated. A background of the net itself is also provided, with information provided on how big it is, how fast it is growing and an idea of what people are doing online. Identifying and understanding who your target audiences are is vital for online advertisers to develop an advertising campaign which will both attract and persuade the correct publics. O'Keefe investigates online publics or target audiences such as: consumers, businesses, the media, government, educational institutions, investors and employees. The book also provides in-depth information on how to develop good promotions. Publicity on the Internet is a valuble text because it provides information on different aspects of how to develop and maintain a successful advertising campaign.

Schumann,D., Thorson,E., ed. (1999) Advertising and the World Wide Web, Muhwah:New Jersey, Lawrence Erlbaum Associates, Inc., Publishers, ISBN 0805831487.

This book is composed of edited versions of papers presented at the 1996 Advertising and Consumer Psychology conference. The first part of the book introduces the definitions, history and theoretical foundations of advertising. Discussion on the birth and early development provides foundation for the topic and enables thorough insight into how online advertising was originally developed,and what its purpose is. In a paper by Schlosser and Kanfer, the benefits and usage of mixed-media advertising strategies are discussed. A comprehensive list of the range of benefits that online advertising provides and enables insight into the full potential and andvantages of employing advertising as a business strategy. The effectiveness of Internet Advertising by Leading National Advertisers (LNA's) is also a useful and informative paper in the book. The effectiveness of advertising placed on the world wide web by several different LNA's is examined. Research reults from tests conducted on the LNA's are presented to display internet usage habits, primary reasons for using the internet,the awareness levels of websites,time spent of specific websites and attitudes towards website content. The research study provides an insightful view of the online advertising performance of specific companies in relation to each other. The thirteen principals of advertising on the internet are established are discussed upon. The acknowledgement and understanding of the guidelines and implications behind advertising on the internet are crucial for any business which is persuing the online advertising avenue. Overall, this text provides comprehensive information on a wide range of topics within the online advertising arena.

Vitale,J. (1997) Cyber Writing:How to Promote Your Product of Service Online, Brodway, New York:AMACON, ISBN 0814479189.

Cyberwriting provides factual guidelines which describe how to devise effective and persausive online messages. The useful guide provides tips on how to advertise your product in a news group. Examples are provided on how to make target audiences purchase your product. Examples listed throughout the book are both informative and helpful, becuase they enable a visualisation of the scenario or procedure,and therefore facilitate a better understanding. Vitale provides a step-by-step guide on how to develop a net advertorial and includes important elements needed for their success. Many different elements must be taken into consideration for an advertisment to perform to its highest potential. Important elements which the book discusses include: format, location, targets, reviving, hiring, rights and testing. The book provides comprehensive information onwhy each of these elements are important and how to go about executing each of them successfully.

Fields,J. (2004) Net Value of Advertising Starts to Click,Sunday Herald, July 18, 2004. www.sundayherald.com (accessed August 12 2004).

This article provides insight into the current trends in online advertising. It discusses the recent acquisition of advertising.com,a multi-million dollar online advertising company. The current case study, which the article is based on provides perspective into how real modern-day online advertising company's operate,and what tactics they employ in the real world of business. The discussion of new marketing campaign concepts also shed light on a new path which online advertising is currently advancing on. The inclusion of statisitcs and data relating to the performance of online advertising companys highlights thier levels of success in the marketplace. Overall, the article reflects the current online advertising trends, and offers possible future prospects for the online advertising industry.

Oser,K. (2004) Online Ad Spending Returns to Good Old Days.www.adage.com. (accessed 10 August 2004.)

The article discusses the sudden growth in online advertising spending. A startling 25% increase in online advertising spending has occured over the last year, which spured some interest within the industry. This year is expected to be a year of growth for the advertising industry. The major factors fueling the rapid increase in online spending are said to be the growing numbers of large companies shifting their advertising budgets to online, the increasing number of businesses investing in paid search advertising campaigns, marketers increase in their use of rich media, such as flash animations and online video and the increasing number of consumers accessing the internet through broadband connection that support much more satisfying kinds of online consumers expenses. All of these reasons strengthen the future prospects for online advertising,and almost guarantee a successful future for the growing industry.

Steinberg,B. (2004) Online Ad Dollars Set to Match Then Go Ahead of Magazines;Forecast Cites Web's Skill at Targeting an Audience; Is Print Losing its Appeal?, Wall Street Journal, July 27 2004, (accessed August 9,2004, from ProQuest: Competition, Online Advertising, Publishing Industry database.)

This journal offers an informative view on the growing online advertising industry, in comparison to other media forms. New reports predict that dollars spent on online advertising will match dollars spent on magazine advertising by 2007. This report creates promising future prospects for the online advertising industry,and is a signal indicating that interest in the area is obviously rebounding. Forecasts suggest that consumer interest is moving away from the traditional print media and towards new media technologies,such as the internet. The online advertising scene is developing at a rapid pace,with online advertisements appearing more like television commercials - with video and sound being incorporated to attract greater interest. This article highlights the growing popularity of the online advertising in the media world,and demonstrates how the online advances are creating a shift between the different forms of media.

New Media Age (2004) Leader: Attitudes Changing Towards Online Advertising, New Meida Age, August 5 2004, (accessed August 9,2004, from Proquest:Marketing Data database.)

This article highlights the interesting fact that people are more connected than they've ever been. The fact that people are spending more time online, sebsequently means that online industries, such as online advertsing industries are becoming even more popular. The internet is an integral part of most of your lives and as consumers,we become reliant on it. As the article discusses, marketers and advertisers are realizing how the internet has become such an embedded part of consumers lives. Web-based services such as email and instant messaging are replacing letters, phone calls, creating new media where none previously exisited. Online advertisers are using the sudden growth in consumer online usage in ther favour, and reeping the rewards from the sudden growth.

Skye Salleras 02:44, 13 Aug 2004 (EST)