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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 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
―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
320 pages, Hardcover
First published January 1, 2007
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Displaying 1 - 3 of 3 reviews
June 17, 2019
Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. Therefore, their work practically evergreen.
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read my book review on this @
https://aarifbillah.com/2019/06/17/th...
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read my book review on this @
https://aarifbillah.com/2019/06/17/th...
August 9, 2011
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 should be in a couple of years. This book was written in 2007. The authors should think about revised editions or follow-ups.
The last chapter on Futures was sketchy. I wanted a more solid description of what online advertising will be like. But the future is hard to predict.
I wouldn't want ads to start addressing me by name everywhere I go, though....that'll be too much of a "Big Brother" moment for me.
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 should be in a couple of years. This book was written in 2007. The authors should think about revised editions or follow-ups.
The last chapter on Futures was sketchy. I wanted a more solid description of what online advertising will be like. But the future is hard to predict.
I wouldn't want ads to start addressing me by name everywhere I go, though....that'll be too much of a "Big Brother" moment for me.
February 25, 2010
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.
Displaying 1 - 3 of 3 reviews