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

Steve Rappaport

Stephen D. Rappaport is Director, Knowledge Solutions at The ARF. Steve’s contributions to the Playbook are informed by his decades as a researcher, forecaster, and strategist for Interpublic, McCann World Group, BBDO, and DMB&B. Since the late 1970s, Steve has explored the implications of new electronic technologies and their impacts on advertising and marketing practice. As the chief marketer for several business-to-business and consumer packaged goods companies, Steve applied those insights to the marketing and advertising of new and in-market products and services. Steve’s undergraduate and graduate education, at Stony Brook University and the University of Pennsylvania, respectively, concentrated on communications and society.