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

by Joe Plummer; Stephen D. Rappaport; Taddy Hall; Robert Barocci (Mendocino, CA)

• ISBN13: 9780470140352
• ISBN10: 0470140356
• Format: eBook
• Copyright: 2007-07-01
• Publisher: Wiley

Summary

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 Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." -Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." -Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." -Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." -Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." -Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." -Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." -Henry Assael, Professor of Marketing, Stern School of Business, New York University

Table of Contents

Sponsors Acknowledgements

Acknowledgments Author Biographies

Introduction

Targeting Approaches and Marketing Objectives

Online Targeting Potential

Demographic Targeting

Contextual Targeting

Behavioral Targeting

Behavioral Targeting and Direct Response

Geographic Targeting

Daypart Targeting

Affinity Targeting

Purchase Based Targeting

Advertising Reach and Frequency Of Exposure

Advertising Reach and Frequency of Exposure

Frequency Principles

Interplay of Reach and Site Visiting

Continental Airlines: Measuring Clickthrough Effects

Winning Strategies In Online Advertising

Generate Leads, Acquire Customers

Build Awareness and Brand Preference

Stimulate Product Trial

Increase Customer Value

Customer Retention and Loyalty

Optimize the Media Mix to Maximize Branding and Sales

The All New Ford F-150

Display Advertising and Executional Elements

Web Formats

Creative Factors

Rich Media

Video

The Search Market

Portrait of the Online Searcher

Search Engine Use and Consumer Search Involvement

What Do We Search For? How Do Consumers Read Search Results Pages? Search Engine Advertising: Market Highlights

Strategies for Effective Paid Placement Advertising

Create and Test the Text Ad Copy

Set Bid Prices and Target Ad Rank to Achieve Marketing Goals

The Appeals of Natural Listing

Organic Search Engine Optimization

Paid Inclusion

Measuring Search Engine Marketing Campaigns

Search Engine Strategies for Lead Generation and Customer Acquisition

Search Engine Marketing Strategies for Branding

Online Audience and Advertising Effectiveness Measurement

Offline Audience Measurement

Online Audience Measurement

comScore Networks

Nielsen//NetRatings

Hitwise

Scarborough

The Media Audit

Online Campaign Measurement

Atlas Solutions

DoubleClick

Site-Side Analytics

Brand Measurement

Dynamic Logic

Insight Express

Emerging Measurement

Nielsen BuzzMetrics

Marketing Evolution

Integration

TNS Media Intelligence

Online Shopping and Buying

Shopping and Consumer Purchase

Retail Sales and E-Commerce

The Multi-Channel Marketplace

Today's Online Shopper

Shopping for Purchase

Purchase After Research

Research Strategies for Retail Growth

Advertsing Personally: Email and Word of Mouth

Profile of Email Users

New Roles of Email

Lis?

Building a?

Brand Building

Segmenting the List

List Management

Personalization and Sending Frequency

Win the Inbox Battle

Word of Mouth

Tide Coldwater Challenge

Sprint Ambassador

Word of Mouth Strategies

Measuring Word of Mouth

Futures

A Look Ahead at Emerging Plays

Comments on the Future

Jeff Cole

Vince Barabba

Bobby Calder

Joanne Bradford

Greg Rogers

Rishad Tobaccowala

Dan Stoller and Jane Clarke

Brain McAndrews

Noel Capon and Jeremy Kagan

David Kenny

Glossary

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