{"product_id":"the-online-advertising-playbook-isbn-9780470051054","title":"The Online Advertising Playbook","description":"\u003cb\u003ePraise for \u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e\u003c\/b\u003e  \u003cp\u003e\"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.\"\u003cbr\u003e —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of \u003ci\u003eWhat Sticks\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e'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.\"\u003cbr\u003e —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —Ted McConnell, Interactive Innovation Director, Procter \u0026amp; Gamble\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e 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.\"\u003cbr\u003e —Van Riley, Vice President of Research, AOL\u003c\/p\u003e \u003cp\u003e\"The best marketing communication is spawned from what I call 'informed intuition.' After reading \u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e, 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.\"\u003cbr\u003e —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service\u003c\/p\u003e \u003cp\u003e\"Savvy marketers should take advantage of \u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e's findings and principles to get real results.\"\u003cbr\u003e —Chris Theodoros, Director of Industry Relations, Google\u003c\/p\u003e \u003cp\u003e\"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati.\"\u003cbr\u003e —Mike Donahue, Executive Vice President, American Association of Advertising Agencies\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —Henry Assael, Professor of Marketing, Stern School of Business, New York University\u003c\/p\u003e  Acknowledgments ix  \u003cp\u003eSponsors' Acknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 Introduction\u003c\/b\u003e 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising\u003c\/b\u003e 7\u003c\/p\u003e \u003cp\u003eDemographic Targeting\u003c\/p\u003e \u003cp\u003eContextual Targeting\u003c\/p\u003e \u003cp\u003eBehavioral Targeting\u003c\/p\u003e \u003cp\u003eGeographic Targeting\u003c\/p\u003e \u003cp\u003eDaypart Targeting\u003c\/p\u003e \u003cp\u003eAffinity Targeting\u003c\/p\u003e \u003cp\u003ePurchase-Based Category Targeting\u003c\/p\u003e \u003cp\u003eKey Considerations in Online Targeting\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 Online Advertising Reach and Frequency Concepts\u003c\/b\u003e 33\u003c\/p\u003e \u003cp\u003eStrategies for Managing Online Reach and Frequency\u003c\/p\u003e \u003cp\u003eExperience with Frequency of Online Advertising\u003c\/p\u003e \u003cp\u003eInterplay of Reach and Site Visiting\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 Winning Strategies in Online Advertising\u003c\/b\u003e 51\u003c\/p\u003e \u003cp\u003eGenerate Leads and Acquire Customers\u003c\/p\u003e \u003cp\u003eGenerate Brand Preference to Stimulate Sales\u003c\/p\u003e \u003cp\u003eBrand Growth, Rewards, and Loyalty\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 Display Advertising Online: What to Choose?\u003c\/b\u003e 81\u003c\/p\u003e \u003cp\u003eStandard Online Advertising Formats\u003c\/p\u003e \u003cp\u003eCreative Factors That Influence Display Advertising Effectiveness\u003c\/p\u003e \u003cp\u003eRich Media Advertising on Broadband\u003c\/p\u003e \u003cp\u003eOnline Video Advertising\u003c\/p\u003e \u003cp\u003eGames: An Emerging Online Advertising Medium\u003c\/p\u003e \u003cp\u003ePay Attention to Online Advertising Clutter\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 The Connection of Online Search and Advertising\u003c\/b\u003e 101\u003c\/p\u003e \u003cp\u003ePortrait of the Online Searcher\u003c\/p\u003e \u003cp\u003eConsumers Search for Personally Relevant Information\u003c\/p\u003e \u003cp\u003eSearch Is a Journey\u003c\/p\u003e \u003cp\u003ePaid Search Advertising Spending\u003c\/p\u003e \u003cp\u003eSearch Engine Marketing Techniques\u003c\/p\u003e \u003cp\u003eAppeals of Natural Listings: Organic Search Engine Optimization\u003c\/p\u003e \u003cp\u003ePaid Inclusion\u003c\/p\u003e \u003cp\u003eMeasuring Search Engine Marketing Campaigns\u003c\/p\u003e \u003cp\u003eStrategies for Effective Paid Placement Advertising\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 Online Shopping and Buying\u003c\/b\u003e 133\u003c\/p\u003e \u003cp\u003eRetail Sales and E-Commerce\u003c\/p\u003e \u003cp\u003eThe Multichannel Marketplace\u003c\/p\u003e \u003cp\u003eToday's Online Shopper Profile\u003c\/p\u003e \u003cp\u003eThe Importance of User-Friendly Shopping Sites\u003c\/p\u003e \u003cp\u003eRoutes to the Cash Register Are Multichannel\u003c\/p\u003e \u003cp\u003eSmart Research Strategies for Retail Growth\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 Advertising Personally: Email and Word of Mouth\u003c\/b\u003e 151\u003c\/p\u003e \u003cp\u003eWin the In-Box Battle\u003c\/p\u003e \u003cp\u003eEmail Influences Consumer Purchasing\u003c\/p\u003e \u003cp\u003eAdvertiser Spending on Email\u003c\/p\u003e \u003cp\u003eEmail for Relationship Building\u003c\/p\u003e \u003cp\u003eWord of Mouth\u003c\/p\u003e \u003cp\u003eMeasuring Word of Mouth\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 Futures\u003c\/b\u003e 173\u003c\/p\u003e \u003cp\u003eA Look Ahead at Emerging Plays\u003c\/p\u003e \u003cp\u003eComments on the Future\u003c\/p\u003e \u003cp\u003e\u003ci\u003eJeff Cole\u003c\/i\u003e, University of Southern California\u003c\/p\u003e \u003cp\u003e\u003ci\u003eVincent Barabba\u003c\/i\u003e, Market Insight Corporation\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBobby J. Calder\u003c\/i\u003e, Kellogg School of Management\u003c\/p\u003e \u003cp\u003e\u003ci\u003eJoanne Bradford\u003c\/i\u003e, Microsoft\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGreg Rogers\u003c\/i\u003e,TACODA\u003c\/p\u003e \u003cp\u003e\u003ci\u003eRishad Tobaccowala\u003c\/i\u003e, Denuo\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDan Stoller and Jane Clarke\u003c\/i\u003e,Time Warner Global Marketing\u003c\/p\u003e \u003cp\u003e\u003ci\u003eNoel Capon and Jeremy Kagan\u003c\/i\u003e, Columbia University\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBrian McAndrews\u003c\/i\u003e, aQuantive\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDavid Kenny\u003c\/i\u003e, Digitas\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAPPENDIX Online Audience and Advertising Effectiveness Measurement\u003c\/b\u003e 205\u003c\/p\u003e \u003cp\u003eOffline Audience Measurement\u003c\/p\u003e \u003cp\u003eOnline Audience Measurement\u003c\/p\u003e \u003cp\u003eOnline Campaign Measurement\u003c\/p\u003e \u003cp\u003eSite-Side Analytics\u003c\/p\u003e \u003cp\u003eBrand Measurement\u003c\/p\u003e \u003cp\u003eEmerging Measurement\u003c\/p\u003e \u003cp\u003eBusiness Metrics for Online Advertising\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003eGlossary 233\u003c\/p\u003e \u003cp\u003eReferences 265\u003c\/p\u003e \u003cp\u003eIndex 291\u003c\/p\u003e \u003cp\u003eAbout the Authors 301\u003c\/p\u003e \"This book is packed with great examples of how major brands have used digital media...backed up with excellent research.\" (\u003ci\u003eInternational Journal Of Advertising\u003c\/i\u003e, January 2008)  \u003cb\u003eJoe Plummer\u003c\/b\u003e, PhD, is the Chief Research Officer at The Advertising 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.  \u003cp\u003e\u003cb\u003eSteve Rappaport\u003c\/b\u003e is the Director of Knowledge Solutions at The Advertising Research Foundation.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTaddy Hall\u003c\/b\u003e is the Chief Strategy Officer at The Advertising Research Foundation and a well-known authority in the fields of innovation and strategy.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eRobert Barocci\u003c\/b\u003e is the President\/CEO of The Advertising Research Foundation. He was previously president of Leo Burnett International.\u003c\/p\u003e  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.  \u003cp\u003eThis comprehensive guide will serve as a go-to resource for marketers and brand managers with industry standards for:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eReaching your customers with relevant advertising\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eDesign principles for effective online ads\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eBudgeting online advertising, and the risks of under-allocating\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eIntegrating online advertising with the \"traditional\" parts of the campaign\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eAchieving marketing objectives—from lead generation to retention and loyalty\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eMeasuring the effectiveness of Internet ads and campaigns\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eAnd much more\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWritten 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e  \u003cb\u003ePraise for \u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e\u003c\/b\u003e  \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eGreg Stuart\u003c\/b\u003e, CEO and President, Interactive Advertising Bureau and coauthor of \u003ci\u003eWhat Sticks\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e'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.\"\u003cbr\u003e —\u003cb\u003eTim Kopp\u003c\/b\u003e, Vice President, Global Interactive Marketing, The Coca-Cola Company\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eTed McConnell\u003c\/b\u003e, Interactive Innovation Director, Procter \u0026amp; Gamble\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e 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.\"\u003cbr\u003e —\u003cb\u003eVan Riley\u003c\/b\u003e, Vice President of Research, AOL\u003c\/p\u003e \u003cp\u003e\"The best marketing communication is spawned from what I call 'informed intuition.' After reading \u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e, 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.\"\u003cbr\u003e —\u003cb\u003eRod DeVar\u003c\/b\u003e, Manager, Advertising and Promotion, United States Postal Service\u003c\/p\u003e \u003cp\u003e\"Savvy marketers should take advantage of \u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e's findings and principles to get real results.\"\u003cbr\u003e —\u003cb\u003eChris Theodoros\u003c\/b\u003e, Director of Industry Relations, Google\u003c\/p\u003e \u003cp\u003e\"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati.\"\u003cbr\u003e —\u003cb\u003eMike Donahue\u003c\/b\u003e, Executive Vice President, American Association of Advertising Agencies\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e —\u003cb\u003eHenry Assael\u003c\/b\u003e, Professor of Marketing, Stern School of Business, New York University\u003c\/p\u003e \"The most objective and broad based retrospective research done on what works online to date. As we plough towards the future at breakneck speed lets not lose sight of the truths that will transcend web 2.0.\" -- Ted McConnell, P\u0026amp;G","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990304407781,"sku":"NP9780470051054","price":38.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470051054.jpg?v=1761787278","url":"https:\/\/k12savings.com\/products\/the-online-advertising-playbook-isbn-9780470051054","provider":"K12savings","version":"1.0","type":"link"}