Subject Index
 

This article discusses Joe Mandese's choice of the five most important current media trends. These are: the increasing importance of the 'long tail', as small-scale niche marketing becomes more access ...

While internet advertising continues to grow, its value (in CPM) is decreasing, as the supply of impressions grows faster than the number of internet sites and revenues. This is likely to damage tradi ...

This article predicts that 2008 may be the year when the advertising and media industries finally challenge targeting by demographics. In spite of many refinements linking demographics to lifestyle an ...

This article discusses how African Americans are using the internet, and how they respond to online marketing. Some 20 million Afro-Americans now use the internet, 11% of the online population. The ev ...

Using and adapted version of the AIDA sequence (prefixing it with R for reach), Darran Snatchfold, market insight analyst at MSN Search, argues that online display ads combined with search advertising ...

Frank Orman, managing director of LeadGenerators, investigates search engines and discusses how marketers can make the best use of them. He describes how Google, Yahoo! and MSN work, as well as explai ...

The boom in online advertising has been accompanied by a similar growth of online advertising techniques. Conrad Bennett, of WebTrends, describes and reviews search engine marketing (SEM) and behaviou ...

Mark Cripps and Caroline Parkes, from Craik Jones, describe the methods and results of online targeting. They compare and contrast behavioural targeting (BT), which tracks where people have been, and ...

In this introduction to Admap's report on Search and Behaviour Marketing, Roderick White discusses the growth and importance of search engine marketing (SEM) and behavioural targeting (BT) to the inte ...

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.

Tim Brown, managing director of 24/7 Real Media explains how behavioural targeting works, and why it will provide the major impetus for internet advertising revenue growth in the next few years. He c ...

Word of mouth has long been recognised as the most powerful form of communication and now the internet has dramatically increased the scope consumers have to transmit and to receive messages from trus ...

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques. The results are based on a quantitative and qualitative assessment of over 1, ...

This paper explores some of the demographic, behavioral and attitudinal differences between home users with low-speed and high-speed Internet access. In addition, a logistic regression analysis is per ...

The way a company chooses to disclose information about itself greatly impacts its reputation. The Internet is often overlooked as a channel that can be strategically used to relay corporate messages ...

Sales and marketing portals can drive productivity, reduce costs, and enhance customer relationships only when they are designed around users’ needs and behaviors. This paper provides a guide on how t ...

If you think that marketing and sales can't work together, think again. This paper shows it is easy to blur the line between marketing and sales, and to reap profitable results by using the latest onl ...

We replicate, using adult web users, a study comparing advertising effectiveness and content evaluation in print and on the web (Gallagher, Foster, and Parsons, 2000). As in the original study involvi ...

This paper briefly describes why the Internet is important to marketers. It then discusses the need for effective research to create effective online relationships between companies and their customer ...

Discusses the `Star Techies': the problem of communicating with owners/users of high-tech products in the US. Analysis of SMM (Simmons' Study of Media and Markets, equivalent to the UK's TGI) describe ...

The author discusses targeting on the Internet and describes LifeServ's 'InLine Marketing' - a proprietary service to designed to reach consumers at critical life stages.

The author, from Double Click, looks at the future of the Internet as an advertising medium - the value of its users and its ability to target market segments. He describes, with case studies, how th ...