Dec 06 2008

The Online Advertising Playbook: Book Review

The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation

Advertising is not easy. You can’t just go and start placing ads without having an in-depth knowledge of crucial metrics. Like your target market, what sites and stores they frequent, how to email market to them effectively, and what effect social media, or social networking, is having on ad buys and the overall landscape of online advertising.

With The Online Advertising Playbook, you will discover how to achieve the full range of marketing objectives, from lead generation and customer acquisition, to driving traffic and inspiring loyalty to your brand with your online advertising.

The book has very detailed coverage on many advertising topics, excellent citations and references to actual studies, and many case studies discussed in very useful detail.

It is not just a how-to book, because it takes real world examples and analyzes them.
A few of the topics covered in the book include:

* Targeting Approaches and Marketing Objectives Online Targeting Potential.

* Advertising Reach and Frequency of Exposure

* Optimize the Media Mix to Maximize Branding and Sales

* Portrait of the Online Searcher

* Strategies for Effective Paid Placement Advertising

* Word of Mouth Strategies

* List Building as Brand Building

This book explains, in a clear and straightforward manner what marketers have learned from a decade of substantial change in the world of advertising, and what lessons have been learned online. By offering examples of ‘best practices’ you can avoid many of the (expensive) pitfalls of online advertising.

The Online Advertising Playbook’s principles, case studies, and tactical insights equip marketers with the best knowledge available for their advertising needs.

It is not a quick book, and will read more like a text book to many, but if you are willing to learn some really deep inside strategies to help with your advertising goals, then this is a great book to pick up and have on hand.

The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation