Product Description

Praise for The Online Advertising Playbook

"Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don′t always get it right. The ARF′s The Online Advertising Playbook provides critical insight on what sticks and what doesn′t in online advertising and marketing."
—Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks

"The Online Advertising Playbook′s principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."
—Tim Kopp, Vice President, Global Interactive Marketing, The Coca–Cola Company

"To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."
—Ted McConnell, Interactive Innovation Director, Procter & Gamble

"The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go–to guide for managers trying to make smart decisions with their advertising budgets."
—Van Riley, Vice President of Research, AOL

"The best marketing communication is spawned from what I call ′informed intuition.′ After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It′s a perfect blend of case studies and research–backed learning."
—Rod DeVar, Manager, Advertising and Promotion, United States Postal Service

"Savvy marketers should take advantage of The Online Advertising Playbook′s findings and principles to get real results."
—Chris Theodoros, Director of Industry Relations, Google

"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."
—Mike Donahue, Executive Vice President, American Association of Advertising Agencies

"This is a must–read for any marketing executive involved in online advertising. It′s high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."
—Henry Assael, Professor of Marketing, Stern School of Business, New York University

Product Details

• Amazon Sales Rank: #67163 in Books
• Published on: 2007-05-18
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 320 pages

Review
"This book is packed with great examples of how major brands have used digital media...backed up with excellent research." (International Journal Of Advertising, January 2008)

Review
"This book is packed with great examples of how major brands have used digital media...backed up with excellent research." (International Journal Of Advertising, January 2008)

From the Inside Flap

Most Internet advertising campaigns are based on hunches and guesswork, because there has not been a standard resource that marketers could turn to for research–backed, trustworthy advice. The Advertising Research Foundation′s Online Advertising Playbook is the new benchmark for best practices. It relies on data, not guesswork, to explain what′s working and not working on the Internet, and answers all the most vital questions advertisers have about online marketing.

This comprehensive guide will serve as a go–to resource for marketers and brand managers with industry standards for:

• Reaching your customers with relevant advertising

• Design principles for effective online ads

• Budgeting online advertising, and the risks of under–allocating

• Integrating online advertising with the "traditional" parts of the campaign

• Achieving marketing objectives—from lead generation to retention and loyalty

• Measuring the effectiveness of Internet ads and campaigns

• And much more

Written by experts from The Advertising Research Foundation, The Online Advertising Playbook synthesizes research and learning from over 1,200 research documents on Internet advertising. Marketers, brand managers, and agency professionals who need actionable, scientifically solid principles for successful advertising in this new medium will find it in the Playbook.

The Advertising Research Foundation was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies. It is the preeminent professional organization in distributing fact–based knowledge to aid decision making in the advertising, marketing, and media industries. The ARF′s combined membership represents more than 325 national advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.

Customer Reviews

Complete online marketing resource
One might wonder how long a book having to do with online advertising strategy will last, considering the rapid pace of change in technology and online rules, but Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. They take online advertising in the direction of other sophisticated mass media advertising, including targeting specific markets precisely, and using multiple channels and other audience-oriented tactics. With this book's information and abundant real-life examples, marketing and brand managers can create winning plays. getAbstract thinks they will want this valuable tool on their desks so they can build their brands online and do it right.