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

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

Joe Plummer, PhD, is the Chief Research Officer at The Advertising Research Foundation and recipient of the 2006 Distinguished Marketer Award from the Academy of Marketing Science. He was previously executive vice president for McCann-Erickson WorldGroup.
Steve Rappaport is the Director of Knowledge Solutions at The Advertising Research Foundation.
Taddy Hall is the Chief Strategy Officer at The Advertising Research Foundation and a well-known authority in the fields of innovation and strategy.
Robert Barocci is the President/CEO of The Advertising Research Foundation. He was previously president of Leo Burnett International.

"This book is packed with great examples of how major brands have used digital media...backed up with excellent research." (International Journal Of Advertising, January 2008)
"The most objective and broad based retrospective research done on what works online to date. As we plough towards the future at breakneck speed lets not lose sight of the truths that will transcend web 2.0." -- Ted McConnell, P&G

Sponsors Acknowledgements.
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.