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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation Books
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List Price: $29.95Amazon.com's Price: $19.77 You Save: $10.18 (34%)Prices subject to change.
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Binding: Hardcover
Dewey Decimal Number: 659.144
EAN: 9780470051054
ISBN: 0470051051
Label: Wiley
Manufacturer: Wiley
Number Of Items: 1
Number Of Pages: 320
Publication Date: April 27, 2007
Publisher: Wiley
Sales Rank: 4441
Studio: Wiley
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Editorial Review:
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
Average Rating: 
Rating: -
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 ... Read More
Rating: -
When I first received the book and skimmed it very quickly, I was initially disappointed. Too much text, lack of "punchlines", and seemed to cover only small number of facets of online advertising.
After reading the book carefully, though, I was impressed. Very detailed coverage of many topics, excellent citations and references to actual studies, and many cases that are discussed in detail.
The book would be an excellent textbook for a course on online advertising. It is ... Read More
Rating: -
This is one of the most useful and effective books I've acquired to advance our advertising strategy. I made an effort to log on here to write a review because I was extremely happy with the purchase. Not only is the info in the book useful, but the numerous studies and examples referenced in the book have also been extremely useful in presenting our business case for the strategy this book helped us create. I highly recommend it.
Rating:  -
This book is clearly useful, but assumes that you at least have a dedicated marketing person and budget, more often a whole marketing department that manages actual campaigns. Assuming your company is of that size, then if you don't have much experience in online, or in managing campaigns in general, this is a great jumpstart. It can also be a handy reference to give the boss so he understands this "new thing" you're trying to do with online marketing, and why he/she should trust you to spend some ... Read More
Rating: -
As for recommendation, I have purchased several copies which I have given to agencies I work with. Aside from covering facets of online, the surprise was a series of "futures" by a variety of specialists. Well-done.
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