Cambridge Business Association
The Online Advertising Playbook
Book

The Online Advertising Playbook

Proven Strategies and Tested Tactics from the Advertising Research Foundation

Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci
Wiley, 2007
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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

One might wonder how long a book having to do with online advertising strategy will last, considering the rapid pace of change in technology and online rules, but Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. They take online advertising in the direction of other sophisticated mass media advertising, including targeting specific markets precisely, and using multiple channels and other audience-oriented tactics. With this book’s information and abundant real-life examples, marketing and brand managers can create winning plays. getAbstract thinks they will want this valuable tool on their desks so they can build their brands online and do it right.

Summary

Marketing with Internet Data

Today advertisers can combine traditional data mining with Internet tracking technology and get results that lead to several kinds of targeted, customized online approaches. To send the right marketing message to the right people at the right time, work with these seven strategies:

  1. Demographic – Target your market based on core identity factors, such as age, gender, location, income and household size.
  2. Contextual – Place your ads where their content is most relevant. Put ads for sports equipment on the sports page or place financial-services ads on money management sites.
  3. Behavioral – A network can use cookies anonymously to track each user’s behavior, including visited pages. With this data, a site can deliver ads targeting those who evidence a certain pattern of behavior.
  4. Geographical – This method, also known as geotargeting, lets you target ads by location using area codes, time zones and Global Positioning System (GPS) coordinates. Searches for local products and services make up 27% of online ...

About the Authors

The authors work for the Advertising Research Foundation. Former Chief Research Officer Joe Plummer is the editor of the Journal of Advertising Research. Steve Rappaport is director of knowledge solutions, Taddy Hall is the chief strategy author and Robert Barocci is the president and CEO.

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