Re: Is online advertising accepted as a valid advertising media

From: Robin Lasher <robinlasher_at_hotmail.com>
Date: Tue 13 Mar 2001 10:27:15 -0600

ROBBIN ZEFF <robbin_at_zeff.com> WROTE:

>In terms of education in online advertising, it's going
>to take a while for the college and university programs
>to fully integrate online advertising, marketing and
>e-commerce into their curriculum.

In addition to providing consulting services to small
business owners through the Tarrant County College
Small Business Development Center, I teach marketing,
advertising, and retailing classes at a local university.
Although college marketing textbooks are starting to
acknowledge internet advertising and marketing as a
legitimate medium, the content is often outdated by
the time the textbook hits the classroom. I just received
the newest edition of a popular marketing textbook and
find the "success stories" focus on companies such as
Buy.com, Garden.com and eToys. Hits are described as a
way to measure traffic and advertising is basically
limited to the discussion of banners. I think a
semi-annual paperback update to the hardcover textbook
would be a better approach to keep up with the rapid
change of online advertising and marketing. Otherwise,
a new edition would be necessary at least each year.
The cost of textbooks make universities hesitate to
switch each semester. After all, it is the used textbooks
that the campus bookstores make a profit on by reselling.

>More importantly, today the real learning takes place
>in theconferences and seminars and through reading
>discussing lists like this. In fact, today learning
>doesn't just take place in a classroom. It takes place
>everywhere. And new information comes out so quickly
>that we constantly need to be learning.

Absolutely, discussion lists, seminars and conferences
are my main resource for the majority of information I
use to educate students in the classroom. Current books
written by professionals in the industry are another
resource that I rely on to provide valuable insights.
Yes, new information is quickly available, and the
printed word in the traditional hardcover textbook
just can't keep up with the change. Content must be
constantly updated or supplemented through online or
currently revised materials. However, for the real
lowdown, I send students to discussion lists like this
one.

Robin Lasher
TCC Small Business Development Center
http://www.smallbusinessplanguide.com



Received on Tue Mar 13 2001 - 10:27:15 CST