The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research FoundationISBN: 978-0-470-05105-4
Hardcover
320 pages
May 2007
 Other Available Formats: E-book
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This book answers some of the most pressing questions marketers face today:
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What are the right measures of effectiveness?
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What are the creative principles when designing different types of online ads?
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How can online advertisers set and allocate the right budget?
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How does the Internet work with other media?
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How do marketers select the right agency partners?
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