Acknowledgments Author Biographies.

Introduction.

Targeting Approaches and Marketing Objectives Online Targeting Potential.

Demographic Targeting.

Contextual Targeting.

Behavioral Targeting.

Behavioral Targeting and Direct Response.

Geographic Targeting.

Daypart Targeting.

Affinity Targeting.

Purchase Based Targeting.

ADVERTISING REACH AND FREQUENCY OF EXPOSURE.

Advertising Reach and Frequency of Exposure.

Frequency Principles.

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.

Web Formats.

Creative Factors.

Rich Media.

Video.

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.

Paid Inclusion.

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.

comScore Networks.

Nielsen//NetRatings.

Hitwise.

Scarborough.

The Media Audit.

Online Campaign Measurement.

Atlas Solutions.

DoubleClick.

Site-Side Analytics.

Brand Measurement.

Dynamic Logic.

Insight Express.

Emerging Measurement.

Nielsen BuzzMetrics.

Marketing Evolution.

Integration.

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.

List Management.

Personalization and Sending Frequency.

Win the Inbox Battle.

Word of Mouth.

Tide Coldwater Challenge.

Sprint Ambassador.

Word of Mouth Strategies.

Measuring Word of Mouth.

FUTURES.

A Look Ahead at Emerging Plays.

Comments on the Future.

Jeff Cole.

Vince Barabba.

Bobby Calder.

Joanne Bradford.

Greg Rogers.

Rishad Tobaccowala.

Dan Stoller and Jane Clarke.

Brain McAndrews.

Noel Capon and Jeremy Kagan.

David Kenny.

Glossary.