The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation

  • Title: The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
  • Author: Joe Plummer Stephen D. Rappaport Taddy Hall Robert Barocci
  • ISBN: 9780470051054
  • Page: 264
  • Format: Hardcover
  • The Online Advertising Playbook Proven Strategies and Tested Tactics from the Advertising Research Foundation 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
    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 andPraise 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

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      Posted by:Joe Plummer Stephen D. Rappaport Taddy Hall Robert Barocci
      Published :2020-04-26T16:59:01+00:00

    About Joe Plummer Stephen D. Rappaport Taddy Hall Robert Barocci


    1. Joe Plummer Stephen D. Rappaport Taddy Hall Robert Barocci Is a well-known author, some of his books are a fascination for readers like in the The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation book, this is one of the most wanted Joe Plummer Stephen D. Rappaport Taddy Hall Robert Barocci author readers around the world.


    242 Comments


    1. It's like what the title says. This is a playbook.Found a lot of useful case studies and nice tips. But what I found disturbing is that the strategies and tactics are too reminiscent of traditional advertising. It talks quite a bit about what size it should be, what should be said, how often it should appear.Having said that, this book is very useful when dealing with the here and now. But it won't be useful for long as online advertising morphs further to include Web 2.0 elements. And that shou [...]

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    2. Had to read this for one of my advertising classes. It made some really interesting points, but I probably wouldn't have read it outside of a class context.

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