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Internet Resources
Advertising on the Internet How to Get Your Message Across
on the World Wide Web
by Neil Barrett
Paperback - 128 pages
(September 1997), Kogan Page Ltd
Review: Review pending
The Internet Advertising Report
by Mary Meeker, Morgan Stanley
Paperback - 160 pages
(May 1997), HarperCollins
About this title: Will Advertising
Thrive on the Net? Morgan Stanley Explores the Potential of
the Online Arena
The explosive growth of
the Internet has fueled speculation about its potential as
an advertising medium. But online advertising is still in
its infancy; hard data have been scarce, and informed analysis
of the field or its future prospects is even harder to find.
The investment bank Morgan Stanley has brought its vast research
and analytical resources to bear on this question in The Internet
Advertising Report (HarperBusiness; June 18, 1997), a revised
and updated version originally written for Morgan Stanley
clients, by Mary Meeker.
Forecasting continued growth
for the Internet, Meeker anticipates real, long-term potential
for online advertising, although in the short term, social
and technological factors will make the Web a volatile advertising
environment. She suggests that in time, however, the Internet
may prove to be the next mass medium. To take full advantage
of the Web's potential, she notes, advertisers will have to
expand their focus beyond simple message delivery to include
building customer relationships, providing services and interactive
marketing, and even generating direct, online sales.
Meeker and Morgan Stanley
offer a thorough review of today's current Web advertising
by answering the following questions:
Who are the biggest advertisers?
What sites generate the greatest ad revenue?
How do the best Web sites attract users and advertisers?
How much is spent on Web advertising?
How fast will spending grow?
What advertising works and what doesn't?
One impact of Internet
technology, Meeker notes, will be an unprecedented ability
to track exposure and response to individual ads. Finally,
she offers some forecasts of Internet and advertising growth
and shows how the emergence of the Internet compares with
the introduction of other new media, especially cable television.
From a roundup of some
of the best Net ads today to profiles of emerging Web companies;
from a hard look at the money actually being spent to cautious
projections of future growth, The Internet Advertising Report
is the most thorough and intelligent resource available on
one of the hottest topics on the Net.
ABOUT THE AUTHOR:
Mary Meeker is Managing Director and PC Software/Hardware
& Internet/New Media analyst at Morgan Stanley and coauthor
of The Internet Report (HarperBusiness; 1996). Before joining
Morgan Stanley in 1991, she was a technology research analyst
at Cowen and Salomon Brothers. Her work has been recognized
in numerous Wall Street analyst polls.
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