1: An Introduction to Online Advertising -- Why Internet Advertising? -- Internet Advertising -- It's an Ad, Ad World -- Webvertising in an Accidental Industry -- Advantages and Disadvantages of Advertising on the Web -- BJ Webvertising Marketing Guide -- 2: Online vs Traditional Marketing -- Channel One Banner Advertising Report -- Executive Summary: The State of One to One Online -- Web-based Sales: Defining the Cognitive Buyer -- Interactive Relationship Marketing -- 3: Optimizing an Online Campaign -- How Internet Advertising Works -- It Pays To Advertise. Effects of Business-to-Business Advertising on Decision-Makers: Results of Recent Research -- The Seven Steps to Successful Direct Marketing -- Exploding the WEB CPM Myth -- What Advertising Works? -- Increasing Advertising Effectiveness on the Web -- Justifying the Web for Your Business -- Collection of DrNunley.com Marketing Articles -- 4: Ways to Measure -- Counting "Hits" Not Best Measure Of Web Success -- The Dirty Truth About Click Throughs -- On-Line Advertising Campaign Measurement: How Cached Impressions and Varying Ad Serving Technologies Affect Reporting and Performance -- Banner advertising more effective than tv or radio in luring web shoppers, according to Andersen Consulting survey -- 5: Tips -- 9 Ways to Write Sure-Selling Ads -- 10 Tips to More Effective Banners -- 6: Webvertising In-Depth -- Designing Catchy, Effective Banner Ads -- The Bigger Picture - Free Vs. Paid Advertising -- Technical White Paper: Advertising on the Web -- Generate and Tracking Response to Promotional E-mail -- Why E-Mail Lists Have Come of Age.