Discusses advertising as part of the marketing process and how to use "e;hooks"e;. How to create user-friendly Web sites. Reviews Web authoring software and how to use search engine optimization. Covers links to other sites, Web banners, pop-ups, Web rings, permission-based e-mail and e-newsletters. Suggests the use of off-line advertising to support Web advertising. There are chapters on signage, trade shows, broadcast media, digital news media, telemarketing and fax broadcasting. How to prepare an advertising plan and keep track of what works. It cautions readers about government regulations and the gatekeepers.
