Cengage Learning

Online Advertising and Promotion: Modern Technologies for Marketing, 1st Edition

  • Payam Hanafizadeh
  • Published By:
  • ISBN-10: 1466608862
  • ISBN-13: 9781466608863
  • DDC: 659.14
  • Grade Level Range: College Freshman - College Senior
  • 248 Pages | eBook
  • Original Copyright 2013 | Published/Released November 2012
  • This publication's content originally published in print form: 2013

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About

Overview

Advertising, just like medicine and engineering, is a universal discipline of study, providing insight into understanding the business process anywhere in the world. Ideally, due to its universal nature, that is how advertising should be taught. For decades, marketers and advertisers have amassed an array of strategies, tactics, and principles that, it is claimed, can be applied to any particular advertising campaign. In today’s technological world, the challenge is to apply that knowledge to the discipline of online advertising, the assumption being that there is no need to claim any special status for a specific marketing effort such as sports, electronics, or clothing. ONLINE ADVERTISING AND PROMOTION: MODERN TECHNOLOGIES FOR MARKETING educates executives and students on how to meet online advertising and Internet marketing challenges for both present and future tactics. The book will outline the changes and challenges that have impacted how online advertising decisions are being made and how decision-makers are getting their information in an online world.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Dedication.
Table of Contents.
Preface.
Acknowledgment.
1: Integrated Internet Marketing Communication (IIMC).
2: Internet Advertising.
3: Online Advertising vs. Offline Advertising.
4: Internet Advertising Formats.
5: Advertising Agencies and Interactive Media.
6: Internet Advertising Pricing Methods: How to Calculate Advertising Costs?.
7: How Online Advertising Affects Buyer Behavior.
8: Internet Advertising Strategies.
9: Advertising and E-Business.
10: Effectiveness Solutions in Online Advertising.
11: The Right Internet Advertising Format (RIAF).
12: Lead Generation and Behavioral Marketing.
Compilation of References.
About the Authors.
Index.