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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
vBulletin Book Store > vBulletin books beginning with O
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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation |
Author: Joe Plummer
Published: 2007-04-27 |
List price: $29.95
Our price: $19.77
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Usually ships in 24 hours
As of: December 02nd, 2008 03:21:27 AM
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Customer comments on this selection.
 Complete online marketing resource
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.
Excellent Guide for Online Advertising
When I first received the book and skimmed it very quickly, I was initially disappointed. Too much text, lack of "punchlines", and seemed to cover only small number of facets of online advertising.
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br /After reading the book carefully, though, I was impressed. Very detailed coverage of many topics, excellent citations and references to actual studies, and many cases that are discussed in detail.
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br /The book would be an excellent textbook for a course on online advertising. It is not a "how-to" book, with lists of to-do items. Everything is substantiated by pointing to a related (academic or professional) research study. Many discussions reveal things that are not obvious even to seasoned professionals.
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br /In short: Buy the book if you plan to invest the time to actually read the book, and you are interested in understanding in-depth many aspects of online advertising. If you just need a book that can be read quickly and you simply want to follow blindly its instructions, search for something else.
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An outstanding guide and source of useful info
This is one of the most useful and effective books I've acquired to advance our advertising strategy. I made an effort to log on here to write a review because I was extremely happy with the purchase. Not only is the info in the book useful, but the numerous studies and examples referenced in the book have also been extremely useful in presenting our business case for the strategy this book helped us create. I highly recommend it.
 not for the little guy
This book is clearly useful, but assumes that you at least have a dedicated marketing person and budget, more often a whole marketing department that manages actual campaigns. Assuming your company is of that size, then if you don't have much experience in online, or in managing campaigns in general, this is a great jumpstart. It can also be a handy reference to give the boss so he understands this "new thing" you're trying to do with online marketing, and why he/she should trust you to spend some money.
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br /The book is highly credible, even though I wouldn't take the time to look up any of the referenced information myself. The information looks to validate assumptions with objective information, not just "this is cool, you should try it." It's not going to necessarily change anything about my online initiatives except the way I justify certain kinds of spending. It's also nice to know I'm not far from the mark where I have drawn my own previous conclusions about the online media.
Playbook a fitting title
As for recommendation, I have purchased several copies which I have given to agencies I work with. Aside from covering facets of online, the surprise was a series of "futures" by a variety of specialists. Well-done.
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