The Online Advertising Playbook

The Online Advertising Playbook
Author :
Publisher : John Wiley & Sons
Total Pages : 322
Release :
ISBN-10 : 9780470140352
ISBN-13 : 0470140356
Rating : 4/5 (52 Downloads)

Book Synopsis The Online Advertising Playbook by : Joe Plummer

Download or read book The Online Advertising Playbook written by Joe Plummer and published by John Wiley & Sons. This book was released on 2007-07-20 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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


The Online Advertising Playbook Related Books

The Online Advertising Playbook
Language: en
Pages: 322
Authors: Joe Plummer
Categories: Business & Economics
Type: BOOK - Published: 2007-07-20 - Publisher: John Wiley & Sons

DOWNLOAD EBOOK

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 confirm
The CEO's Digital Marketing Playbook
Language: en
Pages: 250
Authors: Thomas J. Donohoe
Categories: Business & Economics
Type: BOOK - Published: 2019-11-15 - Publisher: Koehler Books

DOWNLOAD EBOOK

The CEO's Digital Marketing Playbook is the definitive playbook and crash course for both the baseline and advanced digital and direct marketing that every comp
The Retargeting Playbook
Language: en
Pages: 155
Authors: Adam Berke
Categories: Business & Economics
Type: BOOK - Published: 2014-03-04 - Publisher: John Wiley & Sons

DOWNLOAD EBOOK

How to reach the 98 percent of people who leave your website without converting sales The Retargeting Playbook is a complete guide for digital marketers about h
The Ultimate Google Ads Playbook
Language: en
Pages: 230
Authors: Jessica Budde
Categories:
Type: BOOK - Published: 2020-11-17 - Publisher:

DOWNLOAD EBOOK

Ready to master the art of Google Ads? I, together with my colleagues at Cypress North, put this book together as a resource, manual, or Bible for advertisers w
The Organic Growth Playbook
Language: en
Pages: 293
Authors: Bernard Jaworski
Categories: Business & Economics
Type: BOOK - Published: 2020-08-03 - Publisher: Emerald Group Publishing

DOWNLOAD EBOOK

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski