The Online Advertising Playbook (PDF)
Proven Strategies and Tested Tactics from the Advertising Research Foundation
(Sprache: Englisch)
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....
"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....
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Produktinformationen zu „The Online Advertising Playbook (PDF)“
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
"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
Inhaltsverzeichnis zu „The Online Advertising Playbook (PDF)“
Acknowledgments ix Sponsors' Acknowledgments xiii CHAPTER 1 Introduction 1 CHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising 7 Demographic Targeting Contextual Targeting Behavioral Targeting Geographic Targeting Daypart Targeting Affinity Targeting Purchase-Based Category Targeting Key Considerations in Online Targeting Winning Plays CHAPTER 3 Online Advertising Reach and Frequency Concepts 33 Strategies for Managing Online Reach and Frequency Experience with Frequency of Online Advertising Interplay of Reach and Site Visiting Winning Plays CHAPTER 4 Winning Strategies in Online Advertising 51 Generate Leads and Acquire Customers Generate Brand Preference to Stimulate Sales Brand Growth, Rewards, and Loyalty CHAPTER 5 Display Advertising Online: What to Choose? 81 Standard Online Advertising Formats Creative Factors That Influence Display Advertising Effectiveness Rich Media Advertising on Broadband Online Video Advertising Games: An Emerging Online Advertising Medium Pay Attention to Online Advertising Clutter Winning Plays CHAPTER 6 The Connection of Online Search and Advertising 101 Portrait of the Online Searcher Consumers Search for Personally Relevant Information Search Is a Journey Paid Search Advertising Spending Search Engine Marketing Techniques Appeals of Natural Listings: Organic Search Engine Optimization Paid Inclusion Measuring Search Engine Marketing Campaigns Strategies for Effective Paid Placement Advertising Winning Plays CHAPTER 7 Online Shopping and Buying 133 Retail Sales and E-Commerce The Multichannel Marketplace Today's Online Shopper Profile The Importance of User-Friendly Shopping Sites Routes to the Cash Register Are Multichannel Smart Research Strategies for Retail Growth Winning Plays CHAPTER 8 Advertising Personally: Email and Word of Mouth 151 Win the In-Box Battle Email Influences Consumer Purchasing Advertiser Spending on Email Email for Relationship Building Word of Mouth Measuring Word of Mouth Winning Plays
... mehr
CHAPTER 9 Futures 173 A Look Ahead at Emerging Plays Comments on the Future Jeff Cole, University of Southern California Vincent Barabba, Market Insight Corporation Bobby J. Calder, Kellogg School of Management Joanne Bradford, Microsoft Greg Rogers,TACODA Rishad Tobaccowala, Denuo Dan Stoller and Jane Clarke,Time Warner Global Marketing Noel Capon and Jeremy Kagan, Columbia University Brian McAndrews, aQuantive David Kenny, Digitas APPENDIX Online Audience and Advertising Effectiveness Measurement 205 Offline Audience Measurement Online Audience Measurement Online Campaign Measurement Site-Side Analytics Brand Measurement Emerging Measurement Business Metrics for Online Advertising Winning Plays Glossary 233 References 265 Index 291 About the Authors 301
... weniger
Autoren-Porträt von Joe Plummer, Stephen D. Rappaport, Taddy Hall, Robert Barocci
Joe Plummer, PhD, is the Chief Research Officer at TheAdvertising Research Foundation and recipient of the 2006
Distinguished Marketer Award from the Academy of Marketing Science.
He was previously executive vice president for McCann-Erickson
WorldGroup.
Steve Rappaport is the Director of Knowledge Solutions at
The Advertising Research Foundation.
Taddy Hall is the Chief Strategy Officer at The
Advertising Research Foundation and a well-known authority in the
fields of innovation and strategy.
Robert Barocci is the President/CEO of The Advertising
Research Foundation. He was previously president of Leo Burnett
International.
Bibliographische Angaben
- Autoren: Joe Plummer , Stephen D. Rappaport , Taddy Hall , Robert Barocci
- 2008, 1. Auflage, 320 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0470140356
- ISBN-13: 9780470140352
- Erscheinungsdatum: 11.06.2008
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