简介
"Written by Jim Sterne, an expert in Web advertising and marketing, this book is a start-to-finish resource for maximizing the power of Web economics on your bottom line.Learn which ad designs, key phrases, and information attracts your target market's attention and drives them toyour site. Once there, learn how to keep them coming back.Plus, you'll learn how to sell ad space and how to set pricing that is affordable, competitive, and profitable."--BOOK JACKET.
目录
Introduction
Advertising Comes to the Web p. 13
Before the Banner p. 43
The Buck Spangled Banner p. 67
Beyond the Banner p. 105
Measure for Measure p. 145
Looking for Space in All the Right Places p. 193
What Makes People Click? p. 257
Real Life Stories: The Good, the Bad, and the Unexplainable p. 303
Creating a Web Advertising Strategy p. 323
Selling Space on Your Web Site p. 351
A Few Words About the Law p. 375
Conspicuous Conjectures p. 387
App. A: Glossary p. 405
Advertising Resources on the Web p. 411
Index p. 415
Advertising Comes to the Web p. 13
Before the Banner p. 43
The Buck Spangled Banner p. 67
Beyond the Banner p. 105
Measure for Measure p. 145
Looking for Space in All the Right Places p. 193
What Makes People Click? p. 257
Real Life Stories: The Good, the Bad, and the Unexplainable p. 303
Creating a Web Advertising Strategy p. 323
Selling Space on Your Web Site p. 351
A Few Words About the Law p. 375
Conspicuous Conjectures p. 387
App. A: Glossary p. 405
Advertising Resources on the Web p. 411
Index p. 415
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