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
Autorentext
Joe Plummer, PhD, is the Chief Research Officer at The Advertising Research Foundation and recipient of the 2006 Distinguished Marketer Award from the Academy of Marketing Science. He was previously executive vice president for McCann-Erickson WorldGroup.
Steve Rappaport is the Director of Knowledge Solutions at The Advertising Research Foundation.
Taddy Hall is the Chief Strategy Officer at The Advertising Research Foundation and a well-known authority in the fields of innovation and strategy.
Robert Barocci is the President/CEO of The Advertising Research Foundation. He was previously president of Leo Burnett International.
Klappentext
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
Inhalt
Acknowledgments ix
Sponsors' Acknowledgments xiii
CHAPTER 1 Introduction 1
CHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising 7
Demographic Targeting
Contextual Targeting
Behavioral Targeting
Geographic Targeting
Daypart Targeting
Affinity Targeting
Purchase-Based Category Targeting
Key Considerations in Online Targeting
Winning Plays
CHAPTER 3 Online Advertising Reach and Frequency Concepts 33
Strategies for Managing Online Reach and Frequency
Experience with Frequency of Online Advertising
Interplay of Reach and Site Visiting
Winning Plays
CHAPTER 4 Winning Strategies in Online Advertising 51
Generate Leads and Acquire Customers
Generate Brand Preference to Stimulate Sales
Brand Growth, Rewards, and Loyalty
CHAPTER 5 Display Advertising Online: What to Choose? 81
Standard Online Advertising Formats
Creative Factors That Influence Display Advertising Effectiveness
Rich Media Adver…