Creating ads: Internet, Online

 

This article warns business-to-business marketers to think carefully before transferring TV advertising to the Web. People relax watching TV, but watch the Internet at their desks, task-oriented. Diff ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.

Describes how the weblog (blogging) is becoming an important marketing tool. Microsoft’s image has improved (after a sever battering) largely as a result of unofficial corporate blogging. Microsoft no ...

Drew Neisser, who co-founded Renegade Marketing Group in 1993 to find fresh approaches to age-old marketing problems, discusses creativity. Answering a number of questions he argues that innovative pr ...

Justin Kirby, founder and managing director of Digital Media Communications, believes that ‘word of mouse’ activities are becoming increasingly important as part of integrated marketing campaigns. ‘Wo ...

Richard Cross, president of Cross World Network, explains keyword marketing. He shows how keywords and phrases that customers type into search-engines, such as Google, can be accessed and used to imp ...

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is ...

The internet is finally fulfilling the promises of its early evangelists. MARTINA KING, Managing Director of Country Operations at Yahoo! Europe, talks to Judie Lannon about how Yahoo! is using the we ...

Shuvo Saha, head of interactive marketing at P&G, tells Roderick White how web-based information and communication is being used by P&G both locally and internationally. He describes the recent Head ...

Ian Johnson asks 'Can streamed ads revitalise online campaigns?'. His article considers the current state of advertising streaming, the benefit to advertisers, the reaction of consumers and the challe ...

This article is the latest best practice piece and focuses on internet advertising. It covers the three different but related advertising channels of the medium:- (1) conventional advertising, typifi ...

This article discusses the advantages of broadband internet access over narrowband. The author identifies several main benefits for advertisers including: - (1) increased speed of data download which ...

This author describes how Compaq developed and implemented a complete web site redesign and branding (and Compaq have a very large and complex web site) using Information Management (IM) methodologies ...

Adam Dean asks 'why isn't internet advertising working ?' and why brand owners are increasingly sceptical of the value of online advertising. Banner advertising, once the darling of the new media set ...

The author looks at sweepstakes, contests and competitions on the web. He sees them as great traffic builders for many sites, and suggests how they can be developed into exciting, interactive, and of ...

The author contends that Internet keywords (via Internet Explorer) are the answer to web addresses that are long, ugly and difficult to remember.

The author, from More Visability.com, argues that search engine positioning (where a company appears on a search list) is a key determinant of web-site performance. He maintains that his company can ...

This paper defines 'usability' in the context of web site development, and describes the roles of various research methodologies in the process. She explains in detail how to conduct a usability test ...

The author argues for more thought, effort and talent in designing web sites. He feels that the importance of good aesthetics to web design has long been undervalued.

The author, from Microcast, foresees that in few years time streaming video will transform Internet marketing.

Internet penetration is increasing massively with the emergence of interactive TV, allowing broadband internet access from the home, the market for digital interactive advertising is about to explode. ...

For technical reasons commercials on the web, in the near future, are likely to appear in a portion of the monitor. If the videos do not fill up the entire screen, then the question becomes what shoul ...

There has always been a technological aspect to creativity, even if it does not involve hands-on knowledge of the details. Before a state-of-the-art special effect for a TV spot can be envisioned, it ...

This research examines advertising on the World Wide Web in the major content dimensions such as creative appeal/strategy used, the amount and type of information contained, and some descriptive chara ...

LEGO's aim was to target parents of zero to five-year-old children and prove to them that LEGO offer the best toys to small children. In this target group, penetration is on average 70% or five times ...

The campaign was designed to launch the Lotus specialist software development website with the target group being Application Developers. Adverts in specialist magazines showed a page of HTML code. Wh ...

This is a conceptual paper based on the evolution of marketing and advertising in a world that is increasingly dominated by technology. Markets, according to postmodern thought, are beginning to fragm ...

How to use the Internet to develop customer relationships: the creative aspects of the Web. `Personalisation': how Web content is matched to site visitors. The growth of content-sharing or `syndicatio ...

The problems of measuring effectiveness for a campaign on the Internet, and how they may be faced. Ways in which the return on investment may be quantified. From a feature of seven articles on new tec ...

Although advances in technology are important to interactive advertising, old-fashioned Big Ideas of the creative variety are still essential to attract consumers' attention and get them to buy the pr ...