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 Mc Connell, 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 De Var, 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
Spis treści
Acknowledgments ix
Sponsors’ Acknowledgments xiii
CHAPTER 1 Introduction 1
CHAPTER 2 Targeting Approaches: A Unique Element in Online
Advertising 7
Demographic Targeting
Contextual Targeting
Behavioral Targeting
Geographic Targeting
Daypart Targeting
Affinity Targeting
Purchase-Based Category Targeting
Key Considerations in Online Targeting
Winning Plays
CHAPTER 3 Online Advertising Reach and Frequency Concepts
33
Strategies for Managing Online Reach and Frequency
Experience with Frequency of Online Advertising
Interplay of Reach and Site Visiting
Winning Plays
CHAPTER 4 Winning Strategies in Online Advertising 51
Generate Leads and Acquire Customers
Generate Brand Preference to Stimulate Sales
Brand Growth, Rewards, and Loyalty
CHAPTER 5 Display Advertising Online: What to Choose?
81
Standard Online Advertising Formats
Creative Factors That Influence Display Advertising
Effectiveness
Rich Media Advertising on Broadband
Online Video Advertising
Games: An Emerging Online Advertising Medium
Pay Attention to Online Advertising Clutter
Winning Plays
CHAPTER 6 The Connection of Online Search and
Advertising 101
Portrait of the Online Searcher
Consumers Search for Personally Relevant Information
Search Is a Journey
Paid Search Advertising Spending
Search Engine Marketing Techniques
Appeals of Natural Listings: Organic Search Engine
Optimization
Paid Inclusion
Measuring Search Engine Marketing Campaigns
Strategies for Effective Paid Placement Advertising
Winning Plays
CHAPTER 7 Online Shopping and Buying 133
Retail Sales and E-Commerce
The Multichannel Marketplace
Today’s Online Shopper Profile
The Importance of User-Friendly Shopping Sites
Routes to the Cash Register Are Multichannel
Smart Research Strategies for Retail Growth
Winning Plays
CHAPTER 8 Advertising Personally: Email and Word of
Mouth 151
Win the In-Box Battle
Email Influences Consumer Purchasing
Advertiser Spending on Email
Email for Relationship Building
Word of Mouth
Measuring Word of Mouth
Winning Plays
CHAPTER 9 Futures 173
A Look Ahead at Emerging Plays
Comments on the Future
Jeff Cole, University of Southern California
Vincent Barabba, Market Insight Corporation
Bobby J. Calder, Kellogg School of Management
Joanne Bradford, Microsoft
Greg Rogers, TACODA
Rishad Tobaccowala, Denuo
Dan Stoller and Jane Clarke, Time Warner Global
Marketing
Noel Capon and Jeremy Kagan, Columbia University
Brian Mc Andrews, a Quantive
David Kenny, Digitas
APPENDIX Online Audience and Advertising Effectiveness
Measurement 205
Offline Audience Measurement
Online Audience Measurement
Online Campaign Measurement
Site-Side Analytics
Brand Measurement
Emerging Measurement
Business Metrics for Online Advertising
Winning Plays
Glossary 233
References 265
Index 291
About the Authors 301
O autorze
Joe Plummer, Ph D, 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 Mc Cann-Erickson
World Group.
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.
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