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

The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
Author: Joe Plummer - Stephen D. Rappaport - Taddy Hall -
ISBN 13: 9780470051054
ISBN 10: 470051051
Edition: 1
Publisher: Wiley
Publication Date: 2007-04-27
Format: Hardcover
Pages: 320
List Price: $38.00

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.

This comprehensive guide will serve as a go-to resource for marketers and brand managers with industry standards for:

  • Reaching your customers with relevant advertising
  • Design principles for effective online ads
  • Budgeting online advertising, and the risks of under-allocating
  • Integrating online advertising with the "traditional" parts of the campaign
  • Achieving marketing objectives—from lead generation to retention and loyalty
  • Measuring the effectiveness of Internet ads and campaigns
  • And much more

Written 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.

The 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.