Synopses & Reviews
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 most objective and broad based retrospective research done on what works online to date. As we plough towards the future at breakneck speed lets not lose sight of the truths that will transcend web 2.0." -- Ted McConnell, P&G
"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)
Even as advertising opportunities grow, the Internet still only represents a small fraction of the total advertising market. This book is the first to leverage the Internet advertising opportunity, providing effectiveness metrics, creative principles for online advertising, budgeting practices, and much more. The Online Advertising Playbook speaks directly to marketers, brand managers, agency leaders, and entrepreneurs who need and want actionable, proven principles that work. The Advertising Research Foundation is the preeminent professional organization in the field of advertising, market, and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.
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.
About the Author
, 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.
Table of Contents
Acknowledgments Author Biographies.
Targeting Approaches and Marketing Objectives Online Targeting Potential.
Behavioral Targeting and Direct Response.
Purchase Based Targeting.
ADVERTISING REACH AND FREQUENCY OF EXPOSURE.
Advertising Reach and Frequency of Exposure.
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.
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.
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.
The Media Audit.
Online Campaign Measurement.
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.
List Building as Brand Building.
Segmenting the List.
Personalization and Sending Frequency.
Win the Inbox Battle.
Word of Mouth.
Tide Coldwater Challenge.
Word of Mouth Strategies.
Measuring Word of Mouth.
A Look Ahead at Emerging Plays.
Comments on the Future.
Dan Stoller and Jane Clarke.
Noel Capon and Jeremy Kagan.