What Makes People Click : Advertising on the Web
by Jim Sterne
An easy-to-read business book for marketers, advertising reps, and Web reps (ad reps who specialize in Web advertising). Describes what advertising is being done now, what has been successful, and what the future holds for Web advertising. Helps readers develop a Web advertising strategy, find Web sites where they can advertise their products, gives tips for negotiating ad space, and tells readers how to sell space on their own Web sites. Shows readers how to track the success of their Web advertising and use that information to plan future advertising campaigns.