You are previewing The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation.
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The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation

Book Description

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

Table of Contents

  1. Copyright
  2. Acknowledgments
  3. Sponsors’ Acknowledgments
  4. Introduction
  5. Targeting Approaches: A Unique Element in Online Advertising
    1. Demographic Targeting
    2. Contextual Targeting
    3. Behavioral Targeting
    4. Geographic Targeting
    5. Daypart Targeting
    6. Affinity Targeting
    7. Purchase-Based Category Targeting
    8. Key Considerations in Online Targeting
    9. Winning Plays
  6. Online Advertising Reach and Frequency Concepts
    1. Strategies for Managing Online Reach and Frequency
    2. Experience with Frequency of Online Advertising
    3. Interplay of Reach and Site Visiting
    4. Winning Plays
  7. Winning Strategies in Online Advertising
    1. Generate Leads and Acquire Customers
    2. Generate Brand Preference to Stimulate Sales
    3. Brand Growth, Rewards, and Loyalty
  8. Display Advertising Online: What to Choose?
    1. Standard Online Advertising Formats
    2. Creative Factors That Influence Display Advertising Effectiveness
    3. Rich Media Advertising on Broadband
    4. Online Video Advertising
    5. Games: An Emerging Online Advertising Medium
    6. Pay Attention to Online Advertising Clutter
    7. Winning Plays
  9. The Connection of Online Search and Advertising
    1. Portrait of the Online Searcher
    2. Consumers Search for Personally Relevant Information
    3. Search Is a Journey
    4. Paid Search Advertising Spending
    5. Search Engine Marketing Techniques
    6. Appeals of Natural Listings: Organic Search Engine Optimization
    7. Paid Inclusion
    8. Measuring Search Engine Marketing Campaigns
    9. Strategies for Effective Paid Placement Advertising
    10. Winning Plays
  10. Online Shopping and Buying
    1. Retail Sales and E-Commerce
    2. The Multichannel Marketplace
    3. Today’s Online Shopper Profile
    4. Routes to the Cash Register Are Multichannel
    5. Smart Research Strategies for Retail Growth
    6. Winning Plays
  11. Advertising Personally: Email and Word of Mouth
    1. Win the In-Box Battle
    2. Email Influences Consumer Purchasing
    3. Advertiser Spending on Email
    4. Email for Relationship Building
    5. Word of Mouth
    6. Measuring Word of Mouth
    7. Winning Plays
  12. Futures
    1. A Look Ahead at Emerging Plays
    2. Comments on the Future
  13. Online Audience and Advertising Effectiveness Measurement
    1. Offline Audience Measurement
    2. Online Audience Measurement
    3. Online Campaign Measurement
    4. Site-Side Analytics
    5. Brand Campaign Measurement
    6. Emerging Measurement
    7. Business Metrics for Online Advertising
    8. Winning Plays
  14. Glossary
  15. References
  16. About the Authors
    1. Joseph Plummer
    2. Steve Rappaport
    3. Taddy Hall
    4. Robert Barocci