The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
Joe Plummer, Stephen D. Rappaport, Taddy Hall, Robert Barocci
- 出版商: Wiley
- 出版日期: 2007-04-27
- 售價: $1,268
- 貴賓價: 9.5 折 $1,205
- 語言: 英文
- 頁數: 320
- 裝訂: Hardcover
- ISBN: 0470051051
- ISBN-13: 9780470051054
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
Acknowledgments Author Biographies.
Targeting Approaches and Marketing Objectives Online Targeting Potential.
Behavioral Targeting and Direct Response.
Purchase Based Targeting.
ADVERTISING REACH AND FREQUENCY OF EXPOSURE.
Advertising Reach and Frequency of Exposure.
Interplay of Reach and Site Visiting.
Continental Airlines: Measuring Clickthrough Effects.
WINNING STRATEGIES IN ONLINE ADVERTISING.
Generate Leads, Acquire Customers.
Build Awareness and Brand Preference.
Stimulate Product Trial.
Increase Customer Value.
Customer Retention and Loyalty.
Optimize the Media Mix to Maximize Branding and Sales.
The All New Ford F-150.
DISPLAY ADVERTISING AND EXECUTIONAL ELEMENTS.
The Search Market.
Portrait of the Online Searcher.
Search Engine Use and Consumer Search Involvement.
What Do We Search For? How Do Consumers Read Search Results Pages? Search Engine Advertising: Market Highlights.
Strategies for Effective Paid Placement Advertising.
Create and Test the Text Ad Copy.
Set Bid Prices and Target Ad Rank to Achieve Marketing Goals.
The Appeals of Natural Listing.
Organic Search Engine Optimization.
Measuring Search Engine Marketing Campaigns.
Search Engine Strategies for Lead Generation and Customer Acquisition.
Search Engine Marketing Strategies for Branding.
ONLINE AUDIENCE AND ADVERTISING EFFECTIVENESS MEASUREMENT.
Offline Audience Measurement.
Online Audience Measurement.
The Media Audit.
Online Campaign Measurement.
TNS Media Intelligence.
Online Shopping and Buying.
Shopping and Consumer Purchase.
Retail Sales and E-Commerce.
The Multi-Channel Marketplace.
Today's Online Shopper.
Shopping for Purchase.
Purchase After Research.
Research Strategies for Retail Growth.
ADVERTSING PERSONALLY: EMAIL and Word of Mouth.
Profile of Email Users.
New Roles of Email.
List Buildingas . Brand Building
Segmenting the List.
Personalization and Sending Frequency.
Win the Inbox Battle.
Word of Mouth.
Tide Coldwater Challenge.
Word of Mouth Strategies.
Measuring Word of Mouth.
A Look Ahead at Emerging Plays.
Comments on the Future.
Dan Stoller and Jane Clarke.
Noel Capon and Jeremy Kagan.