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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
Joe Plummer
Steve Rappaport
Taddy Hall
Robert Barocci,
Mendocino, CA
ISBN: 978-0-470-05105-4
©2007
320 pages
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Description
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The Online Advertising Playbook is a comprehensive guide to the world’s most important new advertising medium. 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 from the Advertising Research Foundation.
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.
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