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

ISBN: 9780470140352

Published:

ebook

320 pages


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

The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation by Joe Plummer
| ebook | PDF, EPUB, FB2, DjVu, audiobook, mp3, RTF | 320 pages | ISBN: 9780470140352 | 7.41 Mb

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 dont always get it right.MorePraise 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 dont always get it right. The ARFs The Online Advertising Playbook provides critical insight on what sticks and what doesnt in online advertising and marketing.—Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What SticksThe Online Advertising Playbooks 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 CompanyTo 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 & GambleThe 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, AOLThe 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. Its a perfect blend of case studies and research-backed learning.—Rod DeVar, Manager, Advertising and Promotion, United States Postal ServiceSavvy marketers should take advantage of The Online Advertising Playbooks findings and principles to get real results.—Chris Theodoros, Director of Industry Relations, GoogleA 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 AgenciesThis is a must-read for any marketing executive involved in online advertising.

Its 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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