by Montserrat Lavilla Raso · RA-MA S.A. Editorial y Publicaciones · tapa blanda · ISBN 9788478973521
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«La Actividad Publicitaria en Internet» is Montserrat Lavilla Raso's manual on internet advertising, published by RA-MA in paperback (168 pages).
The work analyses how the internet fits into the marketing mix and its emerging role as an advertising medium. It reviews the ad formats that have appeared online, their creativity, the rate system and methods for measuring effectiveness, as well as the possibilities this channel opens up for advertisers.
The work was published in April 1999 and falls within the categories of technology, business and economics.
A read for marketing, advertising and communication professionals interested in the early days of internet advertising.
