{"product_id":"the-online-advertising-playbook-9780470051054","title":"The Online Advertising Playbook","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003ePraise for \u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e\u003c\/b\u003e  \u003cp\u003eFinally, 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.\u003cbr\u003e Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of \u003ci\u003eWhat Sticks\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Online Advertising Playbook\u003c\/i\u003e''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.\u003cbr\u003e Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company\u003c\/p\u003e \u003cp\u003eTo grow interactive marketing from here we need to institutionalize our wisdom and exper\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"This book is packed with great examples of how major brands have used digital media...backed up with excellent research.\" (\u003ci\u003eInternational Journal Of Advertising\u003c\/i\u003e, January 2008)\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgments ix  \u003c\/p\u003e\u003cp\u003eSponsors' Acknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 Introduction\u003c\/b\u003e 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising\u003c\/b\u003e 7\u003c\/p\u003e \u003cp\u003eDemographic Targeting\u003c\/p\u003e \u003cp\u003eContextual Targeting\u003c\/p\u003e \u003cp\u003eBehavioral Targeting\u003c\/p\u003e \u003cp\u003eGeographic Targeting\u003c\/p\u003e \u003cp\u003eDaypart Targeting\u003c\/p\u003e \u003cp\u003eAffinity Targeting\u003c\/p\u003e \u003cp\u003ePurchase-Based Category Targeting\u003c\/p\u003e \u003cp\u003eKey Considerations in Online Targeting\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 Online Advertising Reach and Frequency Concepts\u003c\/b\u003e 33\u003c\/p\u003e \u003cp\u003eStrategies for Managing Online Reach and Frequency\u003c\/p\u003e \u003cp\u003eExperience with Frequency of Online Advertising\u003c\/p\u003e \u003cp\u003eInterplay of Reach and Site Visiting\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 Winning Strategies in Online Advertising\u003c\/b\u003e 51\u003c\/p\u003e \u003cp\u003eGenerate Leads and Acquire Customers\u003c\/p\u003e \u003cp\u003eGenerate Brand Preference to Stimulate Sales\u003c\/p\u003e \u003cp\u003eBrand Growth, Rewards, and Loyalty\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 Display Advertising Online: What to Choose?\u003c\/b\u003e 81\u003c\/p\u003e \u003cp\u003eStandard Online Advertising Formats\u003c\/p\u003e \u003cp\u003eCreative Factors That Influence Display Advertising Effectiveness\u003c\/p\u003e \u003cp\u003eRich Media Advertising on Broadband\u003c\/p\u003e \u003cp\u003eOnline Video Advertising\u003c\/p\u003e \u003cp\u003eGames: An Emerging Online Advertising Medium\u003c\/p\u003e \u003cp\u003ePay Attention to Online Advertising Clutter\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 The Connection of Online Search and Advertising\u003c\/b\u003e 101\u003c\/p\u003e \u003cp\u003ePortrait of the Online Searcher\u003c\/p\u003e \u003cp\u003eConsumers Search for Personally Relevant Information\u003c\/p\u003e \u003cp\u003eSearch Is a Journey\u003c\/p\u003e \u003cp\u003ePaid Search Advertising Spending\u003c\/p\u003e \u003cp\u003eSearch Engine Marketing Techniques\u003c\/p\u003e \u003cp\u003eAppeals of Natural Listings: Organic Search Engine Optimization\u003c\/p\u003e \u003cp\u003ePaid Inclusion\u003c\/p\u003e \u003cp\u003eMeasuring Search Engine Marketing Campaigns\u003c\/p\u003e \u003cp\u003eStrategies for Effective Paid Placement Advertising\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 Online Shopping and Buying\u003c\/b\u003e 133\u003c\/p\u003e \u003cp\u003eRetail Sales and E-Commerce\u003c\/p\u003e \u003cp\u003eThe Multichannel Marketplace\u003c\/p\u003e \u003cp\u003eToday's Online Shopper Profile\u003c\/p\u003e \u003cp\u003eThe Importance of User-Friendly Shopping Sites\u003c\/p\u003e \u003cp\u003eRoutes to the Cash Register Are Multichannel\u003c\/p\u003e \u003cp\u003eSmart Research Strategies for Retail Growth\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 Advertising Personally: Email and Word of Mouth\u003c\/b\u003e 151\u003c\/p\u003e \u003cp\u003eWin the In-Box Battle\u003c\/p\u003e \u003cp\u003eEmail Influences Consumer Purchasing\u003c\/p\u003e \u003cp\u003eAdvertiser Spending on Email\u003c\/p\u003e \u003cp\u003eEmail for Relationship Building\u003c\/p\u003e \u003cp\u003eWord of Mouth\u003c\/p\u003e \u003cp\u003eMeasuring Word of Mouth\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 Futures\u003c\/b\u003e 173\u003c\/p\u003e \u003cp\u003eA Look Ahead at Emerging Plays\u003c\/p\u003e \u003cp\u003eComments on the Future\u003c\/p\u003e \u003cp\u003e\u003ci\u003eJeff Cole\u003c\/i\u003e, University of Southern California\u003c\/p\u003e \u003cp\u003e\u003ci\u003eVincent Barabba\u003c\/i\u003e, Market Insight Corporation\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBobby J. Calder\u003c\/i\u003e, Kellogg School of Management\u003c\/p\u003e \u003cp\u003e\u003ci\u003eJoanne Bradford\u003c\/i\u003e, Microsoft\u003c\/p\u003e \u003cp\u003e\u003ci\u003eGreg Rogers\u003c\/i\u003e,TACODA\u003c\/p\u003e \u003cp\u003e\u003ci\u003eRishad Tobaccowala\u003c\/i\u003e, Denuo\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDan Stoller and Jane Clarke\u003c\/i\u003e,Time Warner Global Marketing\u003c\/p\u003e \u003cp\u003e\u003ci\u003eNoel Capon and Jeremy Kagan\u003c\/i\u003e, Columbia University\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBrian McAndrews\u003c\/i\u003e, aQuantive\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDavid Kenny\u003c\/i\u003e, Digitas\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAPPENDIX Online Audience and Advertising Effectiveness Measurement\u003c\/b\u003e 205\u003c\/p\u003e \u003cp\u003eOffline Audience Measurement\u003c\/p\u003e \u003cp\u003eOnline Audience Measurement\u003c\/p\u003e \u003cp\u003eOnline Campaign Measurement\u003c\/p\u003e \u003cp\u003eSite-Side Analytics\u003c\/p\u003e \u003cp\u003eBrand Measurement\u003c\/p\u003e \u003cp\u003eEmerging Measurement\u003c\/p\u003e \u003cp\u003eBusiness Metrics for Online Advertising\u003c\/p\u003e \u003cp\u003eWinning Plays\u003c\/p\u003e \u003cp\u003eGlossary 233\u003c\/p\u003e \u003cp\u003eReferences 265\u003c\/p\u003e \u003cp\u003eIndex 291\u003c\/p\u003e \u003cp\u003eAbout the Authors 301\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402272022871,"sku":"9780470051054","price":23.19,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470051054.jpg?v=1730479905","url":"https:\/\/bookcurl.com\/products\/the-online-advertising-playbook-9780470051054","provider":"Book Curl","version":"1.0","type":"link"}