Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

The Internet

There is good news and there is bad. First, the good news: Internet advertising can be highly targeted because audience segmentation is a given. For instance, people who frequent NBA.com love pro basketball. Advertisers of different stripes, such as beer, pizza, Ticketmaster, and so on, can zero in and make pitches that complement the online programming. Travel sites are great places to offer hotel and resort deals, car rental options, and leisure clothing. On the major news sites the financial services providers are always out in full force, as are the high-end car manufacturers.

The other good thing about Internet advertising is that often, as an advertiser, you pay only for people who click on your ad, at which point it's up to ...