A Marketer's Guide to Online Advertising provides practical guidance on making the most of the opportunities available through this medium. Drawing together leading perspective from industry research, the author provides marketers with the skills, knowledge and insight to get the most out of online advertising. Whether a client, agency professional, media owner or student, this book is the first of its type and unveils a rich variety of tools available to marketers, and then sets them in context to show how to use them in practice. Subjects covered include banners and search marketing, email advertising and new emerging formats. Written in an accessible format, this text enables marketers to identify the information they require, resulting in a practical and valuable resource. The information is focused, dynamic and relevant, providing up-to-date examples and ensuring issues are not submerged in unnecessary information.