First Lesson of Online Advertising

Author: Liu Yici
Publisher:
Publish Date: 2000-10-01
Features: This book is an introductory guide to the basics of online advertising written by Mr. Liu Yici. It primarily covers fundamental concepts of online advertising, the current market situation of online advertising, online marketing, online advertising performance evaluation, media research, and more. It also analyzes the problems and development prospects of online advertising, making it a must-read for beginners in the field of online advertising. Mr. Liu Yici previously served as the Vice President of Business Development for China.com in Taiwan.
Talking about the internet is the easiest way to gain fame; building a website is the shortcut to impress the boss; internet-related stocks are the hottest stocks to trade; and internet business opportunities are the hot topics discussed by all. Everything converges at the internet. However, strictly speaking, during this "internet" excitement phase, there is a lack of calm and thoughtful reflection, as well as genuine insights from industry insiders. Too many people just echo others' opinions without a deep understanding, merely becoming trendy buzzwords for others to flaunt. But this book, Online Advertising 101, stands out as one of the few genuinely insightful reads.
The author, Liu Yici, is a prominent writer for the China Times Electronic News and also an internet practitioner. Since the China Times Group launched its first electronic newspaper in 1995, he has been one of the pioneers exploring and advancing in this field. Therefore, as the China Times Group leveraged its strengths in computerized production and news database construction to become Taiwan's first online print media, Mr. Liu Yici has always been one of the hands-on participants, "feeling his way through" the process. As a result, he has accumulated firsthand experience in operating the internet.
In this book, he adopts a sharp perspective, directly targeting the most crucial aspect of the internet industry—online advertising—and provides a candid analysis of the concepts, case studies, and techniques related to this field.