The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation

Joe Plummer, Stephen D. Rappaport, Taddy Hall, Robert Barocci

ISBN: 978-0-470-05105-4

Hardcover

320 pages

April 2007

List Price:	US $38.00
Government Price:	US $19.38
Enter Quantity: Buy

The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (0470051051) cover image

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Growing Industry: The online advertising industry has grown to $12 billion in less than 10 years. Arguably the biggest impediment to the growth of online advertising is the absence of research-backed guiding principles.
This book answers some of the most pressing questions marketers face today:
- What are the right measures of effectiveness?
- What are the creative principles when designing different types of online ads?
- How can online advertisers set and allocate the right budget?
- How does the Internet work with other media?
- How do marketers select the right agency partners?