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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (Hardcover)

by Joe Plummer (Author), Steve Rappaport (Author), Taddy Hall (Author), Robert Barocci (Author)

5.0 out of 5 stars See all reviews (1 customer review)

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This item: The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation by Joe Plummer
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Product details

Hardcover: 320 pages
Publisher: John Wiley & Sons (18 May 2007)
Language English
ISBN-10: 0470051051
ISBN-13: 978-0470051054
Product Dimensions: 23 x 15.4 x 3.4 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 325,718 in Books (See Bestsellers in Books)

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Product Description

Review

"This book is packed with great examples of how major brands have used digital media...backed up with excellent research." (International Journal Of Advertising, January 2008)

Review

"This book is packed with great examples of how major brands have used digital media...backed up with excellent research." (International Journal Of Advertising, January 2008)

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5.0 out of 5 stars Complete online marketing resource , 24 April 2008

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

One might wonder how long a book having to do with online advertising strategy will last, considering the rapid pace of change in technology and online rules, but Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. They take online advertising in the direction of other sophisticated mass media advertising, including targeting specific markets precisely, and using multiple channels and other audience-oriented tactics. With this book's information and abundant real-life examples, marketing and brand managers can create winning plays. getAbstract thinks they will want this valuable tool on their desks so they can build their brands online and do it right.

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