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

3.04  ·  Rating details ·  55 ratings  ·  3 reviews
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 ...more
Hardcover, 302 pages
Published April 1st 2007 by Wiley (first published January 1st 2007)
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Aarif  Billah
Jun 17, 2019 rated it liked it
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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Nura Yusof
Jul 25, 2011 rated it liked it
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
...more
Amanda
Feb 25, 2010 rated it it was ok
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. ...more
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