Links to Readings

New Media & New Markets

Links to Readings

In addition to your texts, you will find links here each week to short articles on advertising, marketing and public relations. Simply follow the link and read the article.

Week #1-2: Top Ten Media Buying Tips
Week #2: AdRelevance Intelligence report on Wired Women
Week #3: Increasingly, Ad Dollars Flow to Vortals (vertical sites), and you should look at what one online marketer is suggesting as specialized but attractive Vortals
Week #4: How safe are you from spam? One author looks at the behaviors most likely to cause problems. And how big are the consequences if your company's computer memory is zapped?
Week #5-6: Look at the DoubleClick controversy

Read the New York Times article from this week
Review DoubleClick's site, especially the Privacy Policy
Look at the specialized tools at the EPIC site to ensure privacy
And read the warning at the CDT site about DoubleClick

Week #7 Please read Kim Bayne's "The Power of Internet Publicity"

Planning to start your own company? PaloAlto offers business plan software

Week #8: Please look at Ten Ways IT and E-Biz Projects are Different
Week #9: Charting the Online Marketing Process provides insights for new e-biz.
Week #10: Please note how Ford Motor Company is trying new media integration with old

And take a look at this week's top 15 ad sites based on different criteria

Week #12: Selling ads based on "impressions" or "clicks" has become tougher as these measures of ad success have been discredited. Enter "surround sessions," which use a different measure: time.

Definitely read yesterday's "Why great companies fail" at CNet. A timely look at firm-killers.

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