Webworks: Advertising

Softcover

ISBN 10: 1564965643 ISBN 13: 9781564965646

Publisher: Rockport Pub, 2000

From fundamental content and structure to alternative ways of presenting material, Web Works: Advertising explores branding on the Web. This informative book presents a variety of hard-sell and soft-sell approaches used by the most successful advertisers on the Web.

Chapters explore Web rings, clickable banners, portal deals and sitelets, interstitials, interviews, link exchanges, and more

Interactive strategies and media tactics for Web ad campaigns large and small

About the Author:

Thom Forbes is a journalist, speaker, and consultant who has been involved with interactivity and advertising for 15 years. He was editorial director of Adweek, Marketing Computers (now MC), and Winners in the 1980s. He is editor of the American Association of Advertising Agencies’ interactivity newsletter BackChannel, contributing editor of Agency magazine, chair of Thunder Lizard’s Web Advertising conferences, and co-author of What Were They Thinking? a book about new product marketing.

Excerpt. © Reprinted by permission. All rights reserved.:

A little over a decade ago, Modem Media became the first agency to dedicate itself exclusively to interactive marketing. It has won more awards for interactive work than any other agency. Poppe Tyson, founded in 1924 even as the first radio ads were airing, also adopted interactivity early. The 1998 merger of these two interactive pioneers created a global powerhouse in digital marketing communications with 400 employees in New York, San Francisco, London, Hong Kong, Toronto, and Westport, Connecticut, and an affiliate office in Sao Paolo, Brazil. Modem Media . Poppe Tyson, believes that an add is a nuisance until a consumer needs it. Then it becomes a service... All of their work is designed to be sleek, uncluttered, and attention getting, but most of all, utilitarian. It aims to satisfy customer needs on the spot. In doing so, it collects enough information to accurately estimate a consumer's potential value to its client's brand, then uses various customer-management techniques to create a relationship.