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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation Hardcover – 11 Apr 2007

5.0 out of 5 stars 2 customer reviews

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Product details

  • Hardcover: 322 pages
  • Publisher: John Wiley & Sons; 1 edition (11 April 2007)
  • Language: English
  • ISBN-10: 0470051051
  • ISBN-13: 978-0470051054
  • Product Dimensions: 16.3 x 2.9 x 23.6 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 1,352,073 in Books (See Top 100 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

"The most objective and broad based retrospective research done on what works online to date. As we plough towards the future at breakneck speed lets not lose sight of the truths that will transcend web 2.0." –– Ted McConnell, P&G

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Format: Hardcover
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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Format: Hardcover
Great book for those with little to a few years experience in online advertising.
Up to date even though a few years old.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 3.9 out of 5 stars 16 reviews
23 of 23 people found the following review helpful
5.0 out of 5 stars Excellent Guide for Online Advertising 13 Jan. 2008
By Amazon Customer - Published on Amazon.com
Format: Hardcover Verified Purchase
When I first received the book and skimmed it very quickly, I was initially disappointed. Too much text, lack of "punchlines", and seemed to cover only small number of facets of online advertising.

After reading the book carefully, though, I was impressed. Very detailed coverage of many topics, excellent citations and references to actual studies, and many cases that are discussed in detail.

The book would be an excellent textbook for a course on online advertising. It is not a "how-to" book, with lists of to-do items. Everything is substantiated by pointing to a related (academic or professional) research study. Many discussions reveal things that are not obvious even to seasoned professionals.

In short: Buy the book if you plan to invest the time to actually read the book, and you are interested in understanding in-depth many aspects of online advertising. If you just need a book that can be read quickly and you simply want to follow blindly its instructions, search for something else.
3 of 3 people found the following review helpful
4.0 out of 5 stars A Complete & Practical Guide to Online Advertising Methods 30 Jun. 2011
By Roger Bauer - Published on Amazon.com
Format: Hardcover Verified Purchase
I recommend this book if you require stats, facts and case studies to support trying a certain online advertising strategy. It will also help you with theories, strategies and tactics.

Obviously, the best way to improve your online advertising results is to learn from others who have had success while avoiding what has proven unsuccessful ... that's precisely what this book delivers. Chances are you'll uncover information that you hadn't counted on which may help you with your own campaign(s).

The Bottom Line: The "Online Advertising Playbook" provides a harmonious mixture of facts and how-to information. It's not exactly the type of book to read from cover to cover in a day because you'll want to take notes and map out to-do lists along the way.
3 of 3 people found the following review helpful
5.0 out of 5 stars Practical Playbook 15 April 2009
By Ingo Leung - Published on Amazon.com
Format: Hardcover Verified Purchase
There're books with titles that exaggerate for selling purpose, this is not such a book. The title objectively illustrates what the authors set out to achieve - concisely present 'proven strategies & tested tactics' based on extensive 'advertising research'. Key areas of digital marketing were well covered with good reference & citations, & also well selected case studies of how organizations achieved measurable business results thru the 'tested tactics'. The 'Futures' section is a nice surprise to wrap up the book, comprises of provocative views from both academia & industrial practitioners in how they see the field of online marketing will evolve. I look forward to reading the next version of the Playbook, with better coverage in the rapidly growing digital social media scene.
2 of 3 people found the following review helpful
5.0 out of 5 stars Everything you need to know about online advertising 11 Oct. 2009
By Sandro Saitta - Published on Amazon.com
Format: Hardcover Verified Purchase
While working in behavioral targeting (BT), I decided to learn a bit more about online advertising (OA). I bought "The Online Advertising Playbook", and it was a really good choice. This book has been written by the Advertising Research Foundation (ARF) in 2007.

To break the suspense, the book is of excellent quality. It is well written and the concepts are clearly presented and structured in the book. The first and final chapters are particularly interesting. In the first chapter, you will learn anything you need to know about targeted online advertising. The different targeting approaches are explained: demographic, contextual, behavioral, geographic, daypart, etc. In the final chapter, experts of online advertising give their mind about the future of this field.

The book is closed by a comprehensive glossary about online advertising. It needs to be noted since it is more than 30 pages long. As a conclusion, I would recommend this book to anybody working in online advertising or behavioral targeting. It is a must have in your library if you're working in this field. Congratulations to the ARF team for this excellent book!
5.0 out of 5 stars Five Stars 11 Feb. 2016
By Jay Perry - Published on Amazon.com
Format: Hardcover Verified Purchase
Great Price, Great Quality and Fast Shipping!!!!
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