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The online advertising playbook : proven strategies and tested tactics from the advertising research foundation

The online advertising playbook : proven strategies and tested tactics from the advertising research foundation (2회 대출)

자료유형
단행본
개인저자
Plummer, Joe.
단체저자명
Advertising Research Foundation.
서명 / 저자사항
The online advertising playbook : proven strategies and tested tactics from the advertising research foundation / Joe Plummer ... [et al.].
발행사항
Hoboken, NJ :   Wiley ,   c2007.  
형태사항
xvi, 302 p. : ill. ; 24 cm.
ISBN
0470051051 9780470051054 (cloth)
내용주기
Targeting approaches and marketing objectives -- Advertising reach and frequency of exposure -- Winning strategies in online advertising -- Display advertising and executional elements -- The search market -- Online audience and advertising effectiveness measurement -- Online shopping and buying -- Advertsing personally : email and word of mouth -- Futures.
일반주제명
Internet advertising.
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010 ▼a 2007002550
020 ▼a 0470051051
020 ▼a 9780470051054 (cloth)
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040 ▼a 211061 ▼d 244002
050 0 0 ▼a HF6146.I58 ▼b O55 2007
082 0 4 ▼a 659.14/4 ▼2 22
090 ▼a 659.144 ▼b O58
245 0 4 ▼a The online advertising playbook : ▼b proven strategies and tested tactics from the advertising research foundation / ▼c Joe Plummer ... [et al.].
260 ▼a Hoboken, NJ : ▼b Wiley , ▼c c2007.
300 ▼a xvi, 302 p. : ▼b ill. ; ▼c 24 cm.
505 0 ▼a Targeting approaches and marketing objectives -- Advertising reach and frequency of exposure -- Winning strategies in online advertising -- Display advertising and executional elements -- The search market -- Online audience and advertising effectiveness measurement -- Online shopping and buying -- Advertsing personally : email and word of mouth -- Futures.
650 0 ▼a Internet advertising.
700 1 ▼a Plummer, Joe.
710 2 ▼a Advertising Research Foundation.

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 세종학술정보원/사회과학실/ 청구기호 659.144 O58 등록번호 151282973 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

목차

Acknowledgments ix

Sponsors' Acknowledgments xiii

CHAPTER 1 Introduction 1

CHAPTER 2 Targeting Approaches: A Unique Element in Online Advertising 7

Demographic Targeting

Contextual Targeting

Behavioral Targeting

Geographic Targeting

Daypart Targeting

Affinity Targeting

Purchase-Based Category Targeting

Key Considerations in Online Targeting

Winning Plays

CHAPTER 3 Online Advertising Reach and Frequency Concepts 33

Strategies for Managing Online Reach and Frequency

Experience with Frequency of Online Advertising

Interplay of Reach and Site Visiting

Winning Plays

CHAPTER 4 Winning Strategies in Online Advertising 51

Generate Leads and Acquire Customers

Generate Brand Preference to Stimulate Sales

Brand Growth, Rewards, and Loyalty

CHAPTER 5 Display Advertising Online: What to Choose? 81

Standard Online Advertising Formats

Creative Factors That Influence Display Advertising Effectiveness

Rich Media Advertising on Broadband

Online Video Advertising

Games: An Emerging Online Advertising Medium

Pay Attention to Online Advertising Clutter

Winning Plays

CHAPTER 6 The Connection of Online Search and Advertising 101

Portrait of the Online Searcher

Consumers Search for Personally Relevant Information

Search Is a Journey

Paid Search Advertising Spending

Search Engine Marketing Techniques

Appeals of Natural Listings: Organic Search Engine Optimization

Paid Inclusion

Measuring Search Engine Marketing Campaigns

Strategies for Effective Paid Placement Advertising

Winning Plays

CHAPTER 7 Online Shopping and Buying 133

Retail Sales and E-Commerce

The Multichannel Marketplace

Today's Online Shopper Profile

The Importance of User-Friendly Shopping Sites

Routes to the Cash Register Are Multichannel

Smart Research Strategies for Retail Growth

Winning Plays

CHAPTER 8 Advertising Personally: Email and Word of Mouth 151

Win the In-Box Battle

Email Influences Consumer Purchasing

Advertiser Spending on Email

Email for Relationship Building

Word of Mouth

Measuring Word of Mouth

Winning Plays

CHAPTER 9 Futures 173

A Look Ahead at Emerging Plays

Comments on the Future

Jeff Cole, University of Southern California

Vincent Barabba, Market Insight Corporation

Bobby J. Calder, Kellogg School of Management

Joanne Bradford, Microsoft

Greg Rogers,TACODA

Rishad Tobaccowala, Denuo

Dan Stoller and Jane Clarke,Time Warner Global Marketing

Noel Capon and Jeremy Kagan, Columbia University

Brian McAndrews, aQuantive

David Kenny, Digitas

APPENDIX Online Audience and Advertising Effectiveness Measurement 205

Offline Audience Measurement

Online Audience Measurement

Online Campaign Measurement

Site-Side Analytics

Brand Measurement

Emerging Measurement

Business Metrics for Online Advertising

Winning Plays

Glossary 233

References 265

Index 291

About the Authors 301


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