Synopses & Reviews
Over the last ten years, many ISP companies have sprung into existence and now compete massively for customers. In addition, practically all the “ old” telephone companies have entered the ISP market, either directly or via sub companies. Due to the dramatic increase in competition, it has become increasingly important for ISPs to run an efficient and cost-effective business.
This exciting new publication sets out to provide guidance for those seeking to do just that, in a comprehensive reference that draws on state-of-the-art research in network technology. It stresses the need for the ISP to differentiate itself from its competitors by clearly defining the criteria, which will enable to operate with the greatest efficiency and deliver the highest Quality of Service. Contrary to most books on the market, this text does not only focus on IETF (Internet Engineering Taskforce)-based Quality of Service approaches, but rather offers a comparative evaluation of different methods as they are discussed in the research community. Those at the forefront of network technology research will also find this a valuable reference tool which discusses the latest scientific methods such as queuing theory, dynamic programming, robust optimization theory, and illustrates all examples using numerous mathematical models and simulations. Aims to differentiate itself from the majority of technical guides on ISPs and Internet Exchange Points, by focusing on the key implementation issues of efficiency and Quality of Service. Looks at operating a network, connecting it to other networks (interconnections) and planning the expansion of such a network from an economic and traffic-engineering angle(QoS, reliability, costs). Presents state-of-the-art research in network science, exploring issues such as queuing theory, dynamic programming and robust optimization theory. Provides a comprehensive, practical guide to aid decision makers in the industry, using a comparative approach amply illustrated with mathematical models and simulations. Explores the future of ISPs, with the possibilities opened up with the arrival of new applications and the potential to exploit existing ones (for example video streaming and telephony).
Review
“…a must-read…the perfect source of advice and inspiration for any client, creative or media agency wanting to deliver more effective communications through radio.” (Media Week, 28 June 2005)
Synopsis
Due to the dramatic increase in competition over the last few years, it has become more and more important for Internet Service Providers (ISPs) to run an efficient business and offer an adequate Quality of Service.
The Competitive Internet Service Provider is a comprehensive guide for those seeking to do just that.
Oliver Heckmann approaches the issue from a system point of view, looking not only at running a network, but also at connecting the network with peering and transit partners or planning the expansion of the network.
The Competitive Internet Service Provider:
- Offers an advanced reference on the topic, drawing on state-of-the art research in network technology.
- Clearly defines the criteria enabling ISPs to operate with the greatest efficiency and deliver adequate Quality of Service.
- Discusses the implications of the future multiservice Internet and multimedia applications such as Voice over IP, peer-to-peer, or network games.
- Delivers a comparative evaluation of different feasible Quality of Service approaches.
- Explores scientific methods such as queuing theory, network calculus, and optimization theory.
- Illustrates concepts throughout with mathematical models and simulations.
This invaluable reference will provide academic and industrial researchers in the field of network and communications technology, graduate students on telecommunications courses, as well as ISP managers, engineers and technicians, equipment manufacturers and consultants, an understanding of the concepts and issues involved in running a successful ISP.
Synopsis
There has recently been dramatic growth in the medium of radio. However, advertisers and agencies too often still use radio for its basic tactical abilities, leaving the emotional power of the medium untapped. This book is a practical guide to understanding and exploiting the true power of radio as the ?brand conversation medium?. Combining theory, listener understanding and practical advice, the authors explore the scale and effectiveness of radio advertising, how the medium communicates, it?s role in emerging brand thinking, and best practice for creating better radio advertising. Overviews, summaries, quotations and checklists are featured throughout, as well as case studies from companies in all sectors including Sainsbury?s, British Airways, Carphone Warehouse, BT and the British Government.
Synopsis
Radio has historically been seen as a marginal, last-minute advertising medium. But today the reality is very different. While mainstream media spending is on the wane, radio spend is increasing. Why? Because times have changed. The power of traditional brand-image marketing is evaporating, and advertising isn’t a one-way process any more. Now it’s all about ‘brand conversations’ – ongoing customer relationships that brands must manage positively in order to succeed.
Radio has a spontaneous feel. It’s human and interactive, it expresses emotion and invites response. None of these attributes is unique to radio, but together they offer an exceptional opportunity to brands seeking to engage their customers in conversations. In spite of this, all-too-often advertisers and agencies still use radio for its basic tactical abilities, leaving its emotional power untapped.
Combining theory, listener insight and practical advice, here is an essential guide to harnessing the power of radio as the ‘brand conversation medium’, for your brand. Drawing on examples from leading organizations including Carphone Warehouse, Waitrose, British Airways, Nestle and the UK Government, the authors explore the scale and effectiveness of radio advertising, how it works, its role in current brand thinking, why a more creative approach is needed and – most importantly –– how to actually go about creating better ads.
Synopsis
AN ADVERTISER"S GUIDE TO BETTER RADIO ADVERTISING
Tune In to the Power of the Brand Conversation Medium.
"This is a remarkably valuable book on two counts. It will help every advertiser and agency get a great deal more for their radio money. And as a result, it elegantly illustrates how proper marketing knock spots off selling as a way of selling anything". - Jeremy Bullmore, WPP
"Short writing the ads for you , it is hard to imagine a better book on radio advertising. It also makes a strong case for radio in today's marketing: as powerful credible tool to build word of mouth. If your customers have ears, you should probably read this book." - John Grant, Author New Marketing Manifesto & After Image
"This book will worry a few agencies. I suspect no client, having read it. will accept second-best radio again". - Chris O'Shea, Creative Director, HOW
"Whether or not they are actively considering advertising on radio, advertisers would do well to read Andrew Ingram and Mark Barber's An Advertiser's Guide to Better Radio Advertising. Addressing all the Key issues, It provides an up-to-date compendium of useful advice for harnessing the medium's Strengths with numerous tips on the Medium's strengths with numerous tips on Maximising advertising impact and effectiveness". - Bob Wootton, Director of Media & Advertising, ISBN
"Take radio more seriously - If you do, your teams will come with you. Have a look at this book - It's full of practical advice to help you manage the process, and the people involved, more effectively". - From the Foreword by Jo Kenrick, Director of Marketing Communications, Camelot
"Radio is an increasingly important medium for advertisers, but too often is only used to communicate short term 'by Now' tactical messages. This reflects eleven plus thinking on radio advertising. Many major advertisers would do well to progress to advanced level thinking by reconsidering a broader role for radio within the media mix. This new publication on 'Advanced Level Radio' Provides practical steps for advertisers to leverage the real power of radio advertising. A must for all Ad Managers and Media Planners!". - Paul Philpott, Commercial Director, Toyota GB
About the Author
Mark BarberAfter graduating from the University of Life, Mark spent 18 years as a media planner in a variety of media agencies before joining the Radio Advertising Bureau in 2001. He has been using radio as an advertising medium since 1983, during which time his perspective has moved from audience cost-per-thousands to the communication benefits of the medium.
Mark’s previous contributions to radio literature include Understanding Radio, the Brand Conversation Medium and Radio Advertising Effectiveness for Dummies. In his spare time, he supports Charlton Athletic, is teaching himself to speak Turkish, and entertains his children with bad jokes and poorly executed magic tricks.
Andrew Ingram
Andrew has a broad-based experience in advertising and media. After graduating from Cambridge in 1979, he started commercial life in the advertisement department of the Daily Mail, going on through quantitative research, and qualitative research, and eventually moving into account planning before joining the RAB in 1992.
Andrew’s previous books include Wireless Wisdom and Understanding Radio. He is a regular speaker at media and advertising conferences across the globe. In his spare time, he indulges in daughters and classic cars, and an art project involving old plastic bags in trees.
The authors work together at the Radio Advertising Bureau on a daily basis, helping advertisers and agencies overcome the barriers that are preventing them from using radio advertising more effectively. It is this experience that has informed the development of this book.
Table of Contents
Foreword.List of Figures.
List of Tables.
List of Abbreviations.
Part I Introduction and Basics.
1 Introduction.
1.1 Motivation.
1.2 Efficiency and Quality of Service.
1.3 Action Space and Approach.
1.4 Overview.
2 Internet Service Providers.
2.1 A Classification Model for ISPs.
2.2 Classification of Selected Providers.
2.3 Summary and Conclusions.
3 Performance Analysis Basics.
3.1 Queueing Theory.
3.2 Network Calculus.
3.3 Optimisation Techniques.
3.4 Summary and Conclusions.
4 Internet Protocols.
4.1 The Internet Protocol Stack.
4.2 Summary and Conclusions.
5 Applications.
5.1 World Wide Web.
5.2 Peer-to-Peer Applications.
5.3 Online Games.
5.4 Voice over IP.
5.5 Traffic Classification.
5.6 Summary and Conclusions.
Part II Network Architecture.
6 Network Architecture Overview.
6.1 Introduction.
6.2 Quality of Service Architectures.
6.3 Data Forwarding Architecture.
6.4 Signalling Architecture.
6.5 Security Architecture.
6.6 Admission Control.
6.7 Summary and Conclusions.
7 Analytical Comparison of Quality of Service Systems.
7.1 On the Benefit of Admission Control.
7.2 On the Benefit of Service Differentiation.
8 Experimental Comparison of Quality of Service Systems.
8.1 QoS Systems.
8.2 Experiment Setup.
8.3 Per-flow versus Per-class Scheduling.
8.4 Central versus Decentral Admission Control.
8.5 Direct Comparison.
8.6 Summary and Conclusions.
Part III Interconnections.
9 Interconnections Overview.
9.1 A Macroscopic View on Interconnections.
9.2 A Microscopic View on Interconnections.
9.3 Interconnection Method.
9.4 Interconnection Mix.
9.5 Summary and Conclusions.
10 Optimising the Interconnection Mix.
10.1 Costs.
10.2 Reliability.
10.3 Quality of Service.
10.4 Environment Changes.
10.5 Summary and Conclusions.
Part IV Traffic and Network Engineering.
11 Traffic and Network Engineering Overview.
11.1 Network Design and Network Engineering.
11.2 Traffic Engineering.
11.3 Traffic Matrix Estimation.
11.4 Summary and Conclusions.
12 Evaluation of Traffic Engineering.
12.1 Traffic Engineering Performance Metrics.
12.2 Traffic Engineering Strategies.
12.3 Experiment Setup.
12.4 Explicit Routing versus Path Selection.
12.5 Performance Evaluation.
12.6 Singlepath versus Multipath.
12.7 Influence of the Set of Paths.
12.8 Summary and Conclusions.
13 Network Engineering.
13.1 Quality of Service Systems and Network Engineering.
13.2 Capacity Expansion.
13.3 On the Influence of Elastic Traffic.
13.4 Summary and Conclusions.
Part V Appendices.
A Topologies Used in the Experiments.
B Experimental Comparison of Quality-of-service Systems.
C Analytical Comparison of Interconnection Methods.
C.1 Internet Exchange Point Cost Models.
C.2 Cost Efficiency of an Internet Exchange Point.
C.3 LAN versus MAN IXP Structure.
D Elasticity of Traffic Matrices – Network Models.
D.1 Basic Model.
D.2 Discrete Service Times.
D.3 Self-similar Traffic.
D.4 Related Work.
References.
Index.