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March 18th, 2010 
Ifydcat 
- ISBN13: 9780470051054
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
Product Description
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 Bu… More >>
linkCode%3Dxm2%26camp%3D2025%26creative%3D165953%26creativeASIN%3D0470051051″ title=”The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation” rel=”nofollow”>The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
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I read this book to polish my own knowledge of different internet marketing tactics and strategies. I own my own business, Brew City Marketing, [...] and was looking to gain information that I could share with my own clients. I was pleased that there are many valuable resources in this book and think it is worth while to read if you are a business owner or a internet marketing company.
Rating: 4 / 5
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!
Rating: 5 / 5
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.
Rating: 5 / 5
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.
Rating: 5 / 5
As for recommendation, I have purchased several copies which I have given to agencies I work with. Aside from covering facets of online, the surprise was a series of “futures” by a variety of specialists. Well-done.
Rating: 5 / 5