- 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)
- See Complete Table of Contents
The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation Hardcover – 11 Apr 2007
- Choose from over 13,000 locations across the UK
- Prime members get unlimited deliveries at no additional cost
- Find your preferred location and add it to your address book
- Dispatch to this address when you check out
Customers who bought this item also bought
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
If you are a seller for this product, would you like to suggest updates through seller support?
"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)
"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&GSee all Product description
Top Customer Reviews
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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.
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!