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

by Robert Barocci, Steve Rappaport, Ridgway H. Hall, et al.

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0470051051
• ISBN13: 9780470051054
• Release Date: April 2007
• Publisher: Wiley
• Length: 320 Pages
• Weight: 1.20 lbs.
• Dimensions: 1.1" x 6.4" x 9.2"

Customer Reviews

Practical Playbook

There're books with titles that exaggerate for selling purpose, this is not such a book. The title objectively illustrates what the authors set out to achieve - concisely present 'proven strategies & tested tactics' based on extensive 'advertising research'. Key areas of digital marketing were well covered with good reference & citations, & also well selected case studies of how organizations achieved measurable business results thru the 'tested tactics'. The 'Futures' section is a nice surprise to wrap up the book, comprises of provocative views from both academia & industrial practitioners in how they see the field of online marketing will evolve. I look forward to reading the next version of the Playbook, with better coverage in the rapidly growing digital social media scene.

Excellent Guide for Online Advertising

When I first received the book and skimmed it very quickly, I was initially disappointed. Too much text, lack of "punchlines", and seemed to cover only small number of facets of online advertising. After reading the book carefully, though, I was impressed. Very detailed coverage of many topics, excellent citations and references to actual studies, and many cases that are discussed in detail. The book would be an excellent textbook for a course on online advertising. It is not a "how-to" book, with lists of to-do items. Everything is substantiated by pointing to a related (academic or professional) research study. Many discussions reveal things that are not obvious even to seasoned professionals. In short: Buy the book if you plan to invest the time to actually read the book, and you are interested in understanding in-depth many aspects of online advertising. If you just need a book that can be read quickly and you simply want to follow blindly its instructions, search for something else.

An outstanding guide and source of useful info

This is one of the most useful and effective books I've acquired to advance our advertising strategy. I made an effort to log on here to write a review because I was extremely happy with the purchase. Not only is the info in the book useful, but the numerous studies and examples referenced in the book have also been extremely useful in presenting our business case for the strategy this book helped us create. I highly recommend it.

Playbook a fitting title

As for recommendation, I have purchased several copies which I have given to agencies I work with. Aside from covering facets of online, the surprise was a series of "futures" by a variety of specialists. Well-done.

A Fantastic Guide to Online Advertising

The Online Advertising Playbook is an academic study of the online advertising. With countless examples and studies it removes much of the confusion in this emerging industry. Each chapter focuses on a unique property. First reviewing the technology and property itself, giving an overview of what it has to offer. It then provides clear examples and tips on how to use and measure them. Business books, especially those concerning advertising, tend to be overviews of the industry. While they provide insight into the market they leave the reader confused about how to actually create successful campaigns. The Playbook in contrast is a guide. Showing how to get started with a new property or improving campaigns which already use them. Since the Playbook is academic in nature it is not easily accessible. The writing style is similar to college textbooks. Most of the examples require an existing knowledge of the industry. Readers who are already working in advertising (both traditional and online) should be able to pick the book up without trouble. It could be a hard read for those who are just starting or looking to join the industry, though I would not discourage them from trying. About the reviewer: Four years in the industry with a focus in search marketing. Currently employed by a top five global advertising agency that works in both the online and offline space. PK