Great Interactive Advertising

Many in the industry predict that ad spending will begin a slow-but-steady climb in 2002, while at the same time, Internet use continues to increase at a staggering rate. Despite these projections, major advertisers are struggling to find successful strategies for interactive advertising among competitive theories and emerging technologies. This book provides an explanation of the theory and execution required to create compelling, successful advertising campaigns for a variety of Internet-savvy devices.

∗ Shows how to align the "creative" and technology with media opportunities within the context of traditional advertising functions and agency structure.
∗ Includes case studies from Coca Cola, General Motors, Ikea, Dell, and more.
∗ Features interviews with best of breed companies and thought leaders in the field.