Advertising on the Internet

"The Web offers a level of targeting that advertisers can't find anywhere else."

"It is important to note that in the online advertising world, the line between the buyers and the sellers is narrow."

"The bulk of online advertising is occurring on the Web."

"The key is to learn how to build better banners."

"To an advertiser, the bottom line is the results, and direct e-mail is producing results."

"The Web is far from the perfectly measurable medium people claim, but it is certainly more accurate than all other media."

"Successful Web advertising goes hand in hand with an effective Web site."

"Some of the very same technological developments that assist in speeding up Web delivery and facilitating corporate security can skew measurement numbers."

"When you talk about ad management, it's important to be specific as to which hat you are wearing."

"The industry's intense interest in targeting rests on its benefits."

"The Internet can be measured based on impression, just as TV, radio, and print can, but many believe that the Internet is actually more applicable to direct marketing."

"Because online advertising can achieve various ad campaign objectives, many publishers are finding that a tiered pricing model makes the most sense."

"In developing an advertising and overall marketing program for your site, it is essential to keep abreast of new technologies, techniques, and tactics."

"The key question you need to ask yourself is, "What do I want my audience to do?" Simply getting people to click on your ad is not enough. "

"All placements should be within the first fourteen inches of the screen, so that no one has to scroll to see your advertisement."

"You should commit a maximum of 50 percent of your budget to long term buys."

"Before you throw all your cards on the table, recognize that conducting business on the Internet is much more than point and click."

"Increasing traffic ensures media buyers that they will be able to continually expand their reach with the advertising they place on your Web site."

"Examine the benefits of all the different sales strategies; and remain flexible so you can implement an alternative approach if one proves to be ineffective."

"As local usage grows, we are better able to understand the actions, tastes, and wants of the local online user."

"Each country, just like any market or community, needs to be targeted strategically."

"It is generally accepted that issues of concern on the Internet, including privacy issues, will require technological, legal, and industry cooperation."