在线广告指南：广告研究基础策略与成功战略 The Online Advertising Playbook 下载 极速 rtf epub 在线 word txt pdf

"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

Acknowledgments

Sponsors'Acknowledgments

CHAPTER 1　Introduction

CHAPTER 2　Targeting Approaches: A Unique Element in Online Advertising

　Demographic Targeting

　Contextual Targeting

　Behavioral Targeting

　Geographic Targeting

　Daypart Targeting

　Affinity Targeting

　Purchase-Based Category Targeting

　Key Considerations in Online Targeting

　Winning Plays

CHAPTER 3　Online Advertising Reach and Frequency Concepts

　Strategies for Managing Online Reach and Frequency

　Experience with Frequency of Online Advertising

　Interplay of Reach and SiteVisiting

　Winning Plays

CHAPTER 4　Winning Strategies in Online Advertising

　Generate Leads and Acquire Customers

　Generate Brand Preference to Stimulate Sales

　Brand Growth, Rewards, and Loyalty

CHAPTER 5　Display Advertising Online: What to Choose?

　Standard Online Advertising Formats

　Creative Factors That Influence Display Advertising

　Effectiveness

　Rich Media Advertising on Broadband

　Online Video Advertising

　Games: An Emerging Online Advertising Medium

　Pay Attention to Online Advertising Clutter

　Winning Plays

CHAPTER 6　The Connection of Online Search and Advertising

　Portrait of the Online Searcher

　Consumers Search for Personally Relevant Informatior

　Search Is a Journey

　Paid Search Advertising Spending

　Search Engine MarketingTechniques

　Appeals of Natural Listings: Organic Search Engine Optimization

　Paid Inclusion

　Measuring Search Engine Marketing Campaigns

　Strategies for Effective Paid Placement Advertising

　Winning Plays

CHAPTER 7　Online Shopping and Buying

　Retail Sales and E-Commerce

　The Multichannel Marketplace

　Today's Online Shopper Profile

　The Importance of User-Friendly Shopping Sites

　Routes to the Cash Register Are Multichannel

　Smart Research Strategies for Retail Growth

　Winning Plays

CHAPTER 8　Advertising Personally: Email and Word of Mouth

　Win the In-Box Battle

　Email Influences Consumer Purchasing

　Advertiser Spending on Email

　Email for Relationship Building

　Word of Mouth

　Measuring Word of Mouth

　Winning Plays

CHAPTER 9　Futures

　A Look Ahead at Emerging Plays

　Comments on the Future

　 Jeff Cole, University of Southern California

　 Vincent Barabba, Market Insight Corporation

……

APPENDIX

Glossary

References

Index

About the Authors

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作者简介：

　　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.

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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