The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
Language: English
Published by Wiley, 2007
- Hardcover
- Used
Seller: Phatpocket Limited, Waltham Abbey, HERTS, United KingdomPhatpocket Limited
AbeBooks seller since April 28, 2005
Condition: Used - Good
US$ 1.66
Quantity: 1 available
Add to basketItem description from seller
Seller Inventory # Z1-M-006-03058
- Title
- The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
- Author
- Plummer, Joe
- Publisher
- Wiley
- Publication year
- 2007
- Condition
- Good
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0470051051
- ISBN 13
- 9780470051054
"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
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
Phatpocket Limited
Waltham Abbey, HERTS, United Kingdom
AbeBooks seller since April 28, 2005
Shipping rates from United Kingdom to U.S.A.
| Item | 5 to 19 business days | 1 to 3 business days |
|---|---|---|
| First item | US$ 14.52 | US$ 36.82 |
Payment methods
Store description
Specialty
Used books, Used textbooksSeller's business information
Phatpocket Limited
67 Newland Street
Witham, United Kingdom CM8 1AA
Terms of sale
Books are usually shipped within two working days. All of our books have a 14 or 30 day no hassle money back guarantee unless stated otherwise in the book's description. Item must be returned in the exact same condition that it was received. Through our work with The Rainbow Centre and other Charity Partners, we have already given hundreds of young people in Sri Lanka and Africa the vital chance to get an education.
Your satisfaction is extremely important to us and we would be happy to work with you to try and resolve any issues with your order. Please contact us via the Abe messaging centre regarding any problems and we will respond asap.
Please kindly send any return requests or reports of defects, damage, or material differences within 7 days of receipt of your order or 30 days from the date of shipment.
If you are making a return we will need to receive the item within 30 days from the date of shipment for UK orders or 90 days from the date of shipment for international orders. Similarly, we require that non-deliveries be reported within 30 days from the date of shipment for UK orders or 90 days from the date of shipment for international orders.
If your parcel is returned by the postal service due to being unclaimed, refused, or having an undeliverable or insufficient address, we will contact you to try and resolve the issue. If this is not possible, or if we do not hear back, we will refund you the cost of your order minus the original postage paid.
Shipping terms
Orders usually ship within 2 business days. Shipping costs are based on books weighing 2.2 LB, or 1 KG. If your book order is heavy or oversized, we may contact you to let you know extra shipping is required.
In spite of our best efforts, a small number of the items in our catalogue may be mispriced or out of stock. If an item's correct price is higher than our stated price, we will, at our discretion, either contact you for instructions before shipping or cancel your order and notify you of such cancellation.