MODERATORS NOTE: Online Advertising Seminar

From: donna stryk <donna.stryk_at_tenagra.com>
Date: Fri 12 Nov 1999 14:12:32 -0600

Hello Everyone.

I just wanted to let you know about an exciting event coming
to the Online Ads discussion list next week. We will be
hosting a free Online Advertising Seminar with Robbin Zeff,
President of the Zeff Group, a firm specializing in
strategic Internet advertising and marketing, research,
training, and consulting and Brad Aronson, President of
i-frontier, a leading Internet advertising agency. They are
co-authors of the new Second Edition of "Advertising on the
Internet" (John Wiley & Sons, ISBN 0-471-34404-4, 435 pages,
$24.99).

The event will run Monday, Nov. 15 through Friday, Nov.19
here on the list.

HOW THE SEMINAR WORKS:

On the first day of the seminar, you will receive a topic
for discussion along with a brief supporting excerpt from
the book, "Advertising on the Internet -- Second Edition."
Feel free to ask as many questions as you want. You don't
have to stick to the topic of the day -- we want to answer
YOUR questions, not ours. To submit, simply send your
question to seminars_at_tenagra.com with the subject line "Ad
Question."

Questions will be collected from participating sites all
over the globe and forwarded to our featured guests. Similar
questions may be consolidated, and the guests are free to
skip questions they don't feel are appropriate. Their
answers -- along with the questions -- are distributed to
all participants the next day, along with a new topic for
discussion. This process continues until Friday, when the
last Q&A thread is distributed and our guests add any final
comments.

Online seminars are a great way to consult with industry
experts (at no charge) while networking with colleagues. To
aid this networking function, we like to preface the
questions with the participants name, nickname, and/or
e-mail address. If you prefer to ask a question anonymously,
just tell us and we will not include identifying information
when your question is sent to the guests.

A consolidated transcript of the entire seminar will be
available at our host sites, or directly from John Wiley &
Sons. If you would like to receive a final transcript,
please send mailto:seminars_at_tenagra.com with the subject
line: Send Online Advertising Transcript.

TOPICS:

Here are the suggested topics for discussion. Feel free,
however, to ask any questions you want:

Monday, Nov. 15:
Effective Ad Models/Designs
There are many different ways to advertise online -- here's
your chance to ask the experts which ones work best for what
purposes, and why? We invite questions about banner ads,
buttons, links, sponsorships, advertorials, e-mail
marketing, animation, banner size and location, clickthrough
rates, etc.

Tuesday, Nov. 16:
Pricing Online Advertising
Online advertising rates are wild, ranging from $2 to $200
per thousand exposures. Here's your chance to learn tricks
for paying less (if you're an advertiser) or charging more
(if you're a publisher). We welcome thorny questions about
rate shaving, inflated traffic stats, package pricing, and
other financial shenanigans.

Wednesday, Nov. 17:
Issues in Ad Management & Measurement
The online advertising industry has made great progress
establishing standard measurements for site traffic and
advertising exposure, but there's still a long way to go.
Robbin and Brad will give you the real dope on ad management
software packages and ratings services that measure site
traffic.

Thursday, Nov. 18:
Buying and Selling Site User Data
The most controversial issue in online advertising. Is it
legal to collect data about site users, then sell it to
third parties? Is it ethical? If you're an advertiser, is
the data good enough to warrant paying a premium? If you're
a publisher, how much more money could you make selling
"targeted" ads? Let's talk about cookies, site registration,
psychographic profiling, and other cutting-edge issues.

Friday, Nov. 19:
Wrap Up and Final Comments
Brad and Robbin review the main issues raised in the seminar
and synthesize a few key insights that magically solve all
our problems. Amazing!


OUR FEATURED GUESTS:

ROBBIN ZEFF is president of The Zeff Group, a firm
specializing in strategic Internet advertising and
marketing, research, training, and consulting. She is the
author of Jupiter Communications' "1998 Online Advertising
Report," "The Nonprofit Guide to the Internet" (Wiley) and
co-author of "Advertising on the Internet -- Second Edition"
(see below for more information about this book). Robbin is
also producer of the conference series, "Advertising &
Marketing on the Internet."

BRAD ARONSON is president of i-frontier, an Internet
advertising agency selected as one of the Top 100 Internet
advertising agencies in the United States by DoubleClick and
ChannelSeven. A favorite speaker at online marketing
conferences, Brad writes an "Expert Advice" column for
"Interactive PR & Marketing News." He is the co-author, with
Robbin Zeff, of "Advertising on the Internet -- Second
Edition" (see below for more info).


ABOUT THE BOOK:

"Advertising on the Internet -- Second Edition"
by Robbin Zeff and Brad Aronson
(John Wiley & Sons, ISBN 0-471-34404-4, 435 pages, $24.99)
Companion Web Site: http://www.wiley.com/compbooks/zeff

New Edition of a Bestseller Covers the
Latest Technologies and Hottest Trends

"Advertising on the Internet --Second Edition" describes
today's most successful online advertising and marketing
initiatives. It provides an inside track on everything from
online advertising models and direct marketing to Internet
advertising management tools and market research online.

As the newest medium on the block, Web advertising presents
challenges. Yet it has four distinct advantages that are
leading it toward center stage: Targetability, Tracking,
Deliverability/Flexibility, and Interactivity. No other
medium guides the consumer from information seeker to
purchaser like the Internet.

These features are becoming more and more difficult for
major advertising agencies on Madison Avenue to resist. Some
of the world's largest advertisers, such as General Motors,
Eastman Kodak, and Disney have recently made visible and
vocal commitments to online advertising.

The new edition of Advertising on the Internet covers both
local and international markets. It has a new chapter on
legal issues contributed by well-known Internet attorney
Rochelle Blaustein, and a new chapter entitled "How to
Advertise for Free or Almost Free" by Web site awareness
expert, Eric Ward.
__________________________________________________

Copyright John Wiley & Sons, Inc. To order a copy of
"Advertising on the Internet," call 1-800-CALL-WILEY or
visit the Wiley web site at http://www.wiley.com. This book
is available through any independent bookseller found on
bookweb.org and all online bookstores, including amazon.com,
barnesandnoble.com and borders.com




Received on Fri Nov 12 1999 - 14:12:32 CST