The Online Advertising Playbook
Proven Strategies and Tested Tactics from the Advertising Research Foundation
Gebonden Engels 2007 9780470051054Samenvatting
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 McConnell, 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 DeVar, 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
Specificaties
Lezersrecensies
Inhoudsopgave
<p>Sponsors′ Acknowledgments xiii</p>
<p>CHAPTER 1 Introduction 1</p>
<p>CHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising 7</p>
<p>Demographic Targeting</p>
<p>Contextual Targeting</p>
<p>Behavioral Targeting</p>
<p>Geographic Targeting</p>
<p>Daypart Targeting</p>
<p>Affinity Targeting</p>
<p>Purchase–Based Category Targeting</p>
<p>Key Considerations in Online Targeting</p>
<p>Winning Plays</p>
<p>CHAPTER 3 Online Advertising Reach and Frequency Concepts 33</p>
<p>Strategies for Managing Online Reach and Frequency</p>
<p>Experience with Frequency of Online Advertising</p>
<p>Interplay of Reach and Site Visiting</p>
<p>Winning Plays</p>
<p>CHAPTER 4 Winning Strategies in Online Advertising 51</p>
<p>Generate Leads and Acquire Customers</p>
<p>Generate Brand Preference to Stimulate Sales</p>
<p>Brand Growth, Rewards, and Loyalty</p>
<p>CHAPTER 5 Display Advertising Online: What to Choose? 81</p>
<p>Standard Online Advertising Formats</p>
<p>Creative Factors That Influence Display Advertising Effectiveness</p>
<p>Rich Media Advertising on Broadband</p>
<p>Online Video Advertising</p>
<p>Games: An Emerging Online Advertising Medium</p>
<p>Pay Attention to Online Advertising Clutter</p>
<p>Winning Plays</p>
<p>CHAPTER 6 The Connection of Online Search and Advertising 101</p>
<p>Portrait of the Online Searcher</p>
<p>Consumers Search for Personally Relevant Information</p>
<p>Search Is a Journey</p>
<p>Paid Search Advertising Spending</p>
<p>Search Engine Marketing Techniques</p>
<p>Appeals of Natural Listings: Organic Search Engine Optimization</p>
<p>Paid Inclusion</p>
<p>Measuring Search Engine Marketing Campaigns</p>
<p>Strategies for Effective Paid Placement Advertising</p>
<p>Winning Plays</p>
<p>CHAPTER 7 Online Shopping and Buying 133</p>
<p>Retail Sales and E–Commerce</p>
<p>The Multichannel Marketplace</p>
<p>Today′s Online Shopper Profile</p>
<p>The Importance of User–Friendly Shopping Sites</p>
<p>Routes to the Cash Register Are Multichannel</p>
<p>Smart Research Strategies for Retail Growth</p>
<p>Winning Plays</p>
<p>CHAPTER 8 Advertising Personally: Email and Word of Mouth 151</p>
<p>Win the In–Box Battle</p>
<p>Email Influences Consumer Purchasing</p>
<p>Advertiser Spending on Email</p>
<p>Email for Relationship Building</p>
<p>Word of Mouth</p>
<p>Measuring Word of Mouth</p>
<p>Winning Plays</p>
<p>CHAPTER 9 Futures 173</p>
<p>A Look Ahead at Emerging Plays</p>
<p>Comments on the Future</p>
<p>Jeff Cole, University of Southern California</p>
<p>Vincent Barabba, Market Insight Corporation</p>
<p>Bobby J. Calder, Kellogg School of Management</p>
<p>Joanne Bradford, Microsoft</p>
<p>Greg Rogers,TACODA</p>
<p>Rishad Tobaccowala, Denuo</p>
<p>Dan Stoller and Jane Clarke,Time Warner Global Marketing</p>
<p>Noel Capon and Jeremy Kagan, Columbia University</p>
<p>Brian McAndrews, aQuantive</p>
<p>David Kenny, Digitas</p>
<p>APPENDIX Online Audience and Advertising Effectiveness Measurement 205</p>
<p>Offline Audience Measurement</p>
<p>Online Audience Measurement</p>
<p>Online Campaign Measurement</p>
<p>Site–Side Analytics</p>
<p>Brand Measurement</p>
<p>Emerging Measurement</p>
<p>Business Metrics for Online Advertising</p>
<p>Winning Plays</p>
<p>Glossary 233</p>
<p>References 265</p>
<p>Index 291</p>
<p>About the Authors 301</p>
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