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The Online Advertising Playbook

Many Internet advertising campaigns are based on hunches and guesswork, because there has not been a standard resource that marketers could turn to for research-backed, trustworthy advice. 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 advertising.

It was written by four experts from the ARF: Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci.

The book "is getting raves in the marketing world. The authors combed through thousands of case studies and culled hundreds of interviews to compile the best recommendations for tackling the web," according to Ad Age.

This comprehensive guide will serve as a go-to-resource for marketers and brand managers with industry standards for:

- Reaching customers with relevant advertising

- Design principles for effective online ads.

- Budgeting online advertising, and the risks of under-allocating.

- Integrating online advertising with the "traditional" part of the campaign.

- Achieving marketing objectives - from lead generation to retention and loyalty.

- Measuring the effectiveness of Internet ads and campaigns.

The Online Advertising Playbook 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.

The book has gained good feedbacks from the advertising industry.

"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 of The Coca-Cola Company said.

Mike Donahue, Executive Vice President of the American Association of Advertising Agencies said the book is "a work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."

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Online Advertising in ContactoMagazine.com

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