The Online Advertising Playbook

Proven Strategies and Tested Tactics from the Advertising Research Foundation

by Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci

John Wiley & Sons, Inc., 2007

ISBN: 9780470051054
Pages: 320

Category: Sales & Marketing

In this summary you will learn

• How and why online advertising works
• What strategies do well

Why you should read The Online Advertising Playbook

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.

About the Authors

The authors work for the Advertising Research Foundation. Former Chief Research Officer Joe Plummer is the editor of the Journal of Advertising Research. Steve Rappaport is director of knowledge solutions, Taddy Hall is the chief strategy author and Robert Barocci is the president and CEO.

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