The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation / Edition 1

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Most Internet advertising campaigns are based on hunches andguesswork, because there has not been a standard resource thatmarketers could turn to for research-backed, trustworthy advice.The Advertising Research Foundation's Online Advertising Playbookis the new benchmark for best practices. It relies on data, notguesswork, to explain what's working and not working on theInternet, and answers all the most vital questions advertisers haveabout online marketing.

This comprehensive guide will serve as a go-to resource formarketers and brand managers with industry standards for:

  • Reaching your customers with relevant advertising
  • Design principles for effective online ads
  • Budgeting online advertising, and the risks ofunder-allocating
  • Integrating online advertising with the "traditional" parts ofthe campaign
  • Achieving marketing objectives—from lead generation toretention and loyalty
  • Measuring the effectiveness of Internet ads and campaigns
  • And much more

Written by experts from The Advertising Research Foundation, TheOnline Advertising Playbook synthesizes research and learning fromover 1,200 research documents on Internet advertising. Marketers,brand managers, and agency professionals who need actionable,scientifically solid principles for successful advertising in thisnew medium will find it in the Playbook.

The Advertising Research Foundation was founded in 1936 by theAssociation of National Advertisers and the American Association ofAdvertising Agencies. It is the preeminent professionalorganization in distributing fact-based knowledge to aid decisionmaking in the advertising, marketing, and media industries. TheARF's combined membership represents more than 325 nationaladvertisers, advertising agencies, research firms, media companies,educational institutions, and international organizations.

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Editorial Reviews

From the Publisher
"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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Product Details

  • ISBN-13: 9780470051054
  • Publisher: Wiley
  • Publication date: 4/27/2007
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.20 (w) x 8.90 (h) x 1.30 (d)

Meet the Author

Joe Plummer, PhD, is the Chief Research Officer at TheAdvertising Research Foundation and recipient of the 2006Distinguished Marketer Award from the Academy of Marketing Science.He was previously executive vice president for McCann-EricksonWorldGroup.

Steve Rappaport is the Director of Knowledge Solutions atThe Advertising Research Foundation.

Taddy Hall is the Chief Strategy Officer at TheAdvertising Research Foundation and a well-known authority in thefields of innovation and strategy.

Robert Barocci is the President/CEO of The AdvertisingResearch Foundation. He was previously president of Leo BurnettInternational.

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Table of Contents

Acknowledgments ix

Sponsors' Acknowledgments xiii

CHAPTER 1 Introduction 1

CHAPTER 2 Targeting Approaches: A Unique Element in OnlineAdvertising 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 Concepts33

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 AdvertisingEffectiveness

Rich Media Advertising on Broadband

Online Video Advertising

Games: An Emerging Online Advertising Medium

Pay Attention to Online Advertising Clutter

Winning Plays

CHAPTER 6 The Connection of Online Search andAdvertising 101

Portrait of the Online Searcher

Consumers Search for Personally Relevant Information

Search Is a Journey

Paid Search Advertising Spending

Search Engine Marketing Techniques

Appeals of Natural Listings: Organic Search EngineOptimization

Paid Inclusion

Measuring Search Engine Marketing Campaigns

Strategies for Effective Paid Placement Advertising

Winning Plays

CHAPTER 7 Online Shopping and Buying 133

Retail Sales and E-Commerce

The Multichannel Marketplace

Today's Online Shopper Profile

The Importance of User-Friendly Shopping Sites

Routes to the Cash Register Are Multichannel

Smart Research Strategies for Retail Growth

Winning Plays

CHAPTER 8 Advertising Personally: Email and Word ofMouth 151

Win the In-Box Battle

Email Influences Consumer Purchasing

Advertiser Spending on Email

Email for Relationship Building

Word of Mouth

Measuring Word of Mouth

Winning Plays

CHAPTER 9 Futures 173

A Look Ahead at Emerging Plays

Comments on the Future

Jeff Cole, University of Southern California

Vincent Barabba, Market Insight Corporation

Bobby J. Calder, Kellogg School of Management

Joanne Bradford, Microsoft

Greg Rogers,TACODA

Rishad Tobaccowala, Denuo

Dan Stoller and Jane Clarke,Time Warner GlobalMarketing

Noel Capon and Jeremy Kagan, Columbia University

Brian McAndrews, aQuantive

David Kenny, Digitas

APPENDIX Online Audience and Advertising EffectivenessMeasurement 205

Offline Audience Measurement

Online Audience Measurement

Online Campaign Measurement

Site-Side Analytics

Brand Measurement

Emerging Measurement

Business Metrics for Online Advertising

Winning Plays

Glossary 233

References 265

Index 291

About the Authors 301

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