| Description |
1 online resource (xvi, 302 pages) : illustrations |
|
data file |
| Bibliography |
Includes bibliographical references (pages 265-289) and index. |
| Contents |
Targeting approaches -- Online sdvertising reach and frequency concepts -- Winning strategies in online advertising -- Display advertising online -- The connection of online search and advertising -- Online shopping and buying -- Advertising personally : email and word of mouth -- Futures. |
| Summary |
"The Advertising Research Foundation's Online Advertising Playbook is the new benchmark for best practices. It relies on data, not guesswork, to explain what's working and not working on the Internet, and answers all the most vital questions advertisers have about online marketing." "This book synthesizes research and learning from over 1,200 research documents on Internet advertising. Marketers, brand managers, and agency professionals who need actionable, scientifically solid principles for successful advertising in this new medium will find it in the Playbook."--Jacket |
| Subject |
Internet advertising.
|
|
Publicité sur Internet. |
|
Internet advertising |
| Added Author |
Plummer, Joseph Thornton, 1941-
|
|
Advertising Research Foundation.
|
| Other Form: |
Print version: Online advertising playbook. Hoboken, N.J. : Wiley, ©2007 9780470051054 0470051051 (DLC) 2007002550 (OCoLC)82172573 |
| ISBN |
9780470140352 (electronic bk.) |
|
0470140356 (electronic bk.) |
|
9786610935147 |
|
6610935149 |
|
(cloth) |
|
(cloth) |
| Standard No. |
9780470051054 |
|
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