The Incorporated Society of British Advertisers is to publish a
best-practice guide for marketing on the internet.
The guide aims to cut through the jargon and provide an overview about
the web and its use as a strategic marketing tool.
The guide will highlight areas that advertisers need to consider before
going on-line, as well as offering practical advice on subjects such as
agency selection, contracts, on-going maintenance requirements, and
According to the director-general of ISBA, John Hooper: ’The content of
the guide cuts through the jargon. It has been designed so that someone
could pick it up ten minutes before a meeting and obtain the information
he or she needed immediately.’
It was written by Matt Hobbs, the senior e-business consultant at IBM
Global Services, and Wai Kwok, senior strategic marketer for
The first copy of the guide is free to members and additional copies can
be obtained for pounds 15.
For non-ISBA members the guide will cost pounds 25 and can be obtained
by calling Julie McGuckian at ISBA.