The Online Advertising Playbook
Summary
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The Online Advertising Playbook by Joe Plummer
Even as advertising opportunities grow, the Internet still only represents a small fraction of the total advertising market. This book is the first to leverage the Internet advertising opportunity, providing effectiveness metrics, creative principles for online advertising, budgeting practices, and much more.
"This book is packed with great examples of how major brands have used digital media..backed up with excellent research." (International Journal Of Advertising, January 2008)
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.
Steve Rappaport is the Director of Knowledge Solutions at The Advertising Research Foundation.
Taddy Hall is the Chief Strategy Officer at The Advertising Research Foundation and a well-known authority in the fields of innovation and strategy.
Robert Barocci is the President/CEO of The Advertising Research Foundation. He was previously president of Leo Burnett International.
| SKU | Unavailable |
| ISBN 13 | 9780470051054 |
| ISBN 10 | 0470051051 |
| Title | The Online Advertising Playbook |
| Author | Joe Plummer |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley & Sons Inc |
| Year published | 2007-05-18 |
| Number of pages | 320 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |