| Description |
1 online resource (xvi, 302 pages) : illustrations |
| 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 |
| Bibliography |
Includes bibliographical references (pages 265-289) and index |
| Notes |
Copyright © John Wiley & Sons 2007 |
|
Print version record |
| Subject |
Internet advertising.
|
|
BUSINESS & ECONOMICS -- Advertising & Promotion.
|
|
Internet advertising
|
| Form |
Electronic book
|
| Author |
Plummer, Joseph Thornton, 1941-
|
|
Advertising Research Foundation.
|
| ISBN |
9780470140352 |
|
0470140356 |
|
9786610935147 |
|
6610935149 |
|
