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

Hardcover (Print)
Rent from
(Save 59%)
Est. Return Date: 07/26/2015
Buy Used
Buy Used from
(Save 41%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 94%)
Other sellers (Hardcover)
  • All (45) from $1.99   
  • New (10) from $6.25   
  • Used (35) from $1.99   


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

This comprehensive guide will serve as a go-to resource for marketers 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 of under-allocating
  • Integrating online advertising with the "traditional" parts of the campaign
  • Achieving marketing objectives—from lead generation to retention and loyalty
  • Measuring the effectiveness of Internet ads and campaigns
  • And much more

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

The Advertising Research Foundation was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies. It is the preeminent professional organization in distributing fact-based knowledge to aid decision making in the advertising, marketing, and media industries. The ARF's combined membership represents more than 325 national advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.

Read More Show Less

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)
Read More Show Less

Product Details

  • ISBN-13: 9780470051054
  • Publisher: Wiley
  • Publication date: 4/27/2007
  • Edition number: 1
  • Pages: 320
  • Sales rank: 1,498,331
  • 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 The Advertising Research Foundation and recipient of the 2006 Distinguished Marketer Award from the Academy of Marketing Science. He was previously executive vice president for McCann-Erickson WorldGroup.

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

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

Robert Barocci is the President/CEO of The Advertising Research Foundation. He was previously president of Leo Burnett International.

Read More Show Less

Table of Contents

Acknowledgments ix

Sponsors' Acknowledgments xiii

CHAPTER 1 Introduction 1

CHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising 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 Concepts 33

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 Advertising Effectiveness

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 and Advertising 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 Engine Optimization

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 of Mouth 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 Global Marketing

Noel Capon and Jeremy Kagan, Columbia University

Brian McAndrews, aQuantive

David Kenny, Digitas

APPENDIX Online Audience and Advertising Effectiveness Measurement 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

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)