The online advertising playbook : proven strategies and tested tactics from the Advertising Research Foundation /
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| Imprint: | Hoboken, N.J. : Wiley, c2007. |
|---|---|
| Description: | xvi, 302 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/6830447 |
Table of Contents:
- Sponsors Acknowledgements
- Acknowledgments
- Author Biographies
- Introduction
- Targeting Approaches and Marketing Objectives Online Targeting Potential
- Demographic Targeting
- Contextual Targeting
- Behavioral Targeting
- Behavioral Targeting and Direct Response
- Geographic Targeting
- Daypart Targeting
- Affinity Targeting
- Purchase Based Targeting
- Advertising Reach And Frequency Of Exposure
- Advertising Reach and Frequency of Exposure
- Frequency Principles
- Interplay of Reach and Site Visiting
- Continental Airlines: Measuring Clickthrough Effects
- Winning Strategies In Online Advertising
- Generate Leads, Acquire Customers
- Build Awareness and Brand Preference
- Stimulate Product Trial
- Increase Customer Value
- Customer Retention and Loyalty
- Optimize the Media Mix to Maximize Branding and Sales
- The All New Ford F-150
- Display Advertising And Executional Elements
- Web Formats
- Creative Factors
- Rich Media
- Video
- The Search Market
- Portrait of the Online Searcher
- Search Engine Use and Consumer Search Involvement
- What Do We Search For?
- How Do Consumers Read Search Results Pages?
- Search Engine Advertising: Market Highlights
- Strategies for Effective Paid Placement Advertising
- Create and Test the Text Ad Copy
- Set Bid Prices and Target Ad Rank to Achieve Marketing Goals
- The Appeals of Natural Listing
- Organic Search Engine Optimization
- Paid Inclusion
- Measuring Search Engine Marketing Campaigns
- Search Engine Strategies for Lead Generation and Customer Acquisition
- Search Engine Marketing Strategies for Branding
- Online Audience And Advertising Effectiveness Measurement
- Offline Audience Measurement
- Online Audience Measurement
- comScore Networks
- Nielsen//NetRatings
- Hitwise
- Scarborough
- The Media Audit
- Online Campaign Measurement
- Atlas Solutions
- DoubleClick
- Site-Side Analytics
- Brand Measurement
- Dynamic Logic
- Insight Express
- Emerging Measurement
- Nielsen BuzzMetrics
- Marketing Evolution
- Integration
- TNS Media Intelligence
- Online Shopping and Buying
- Shopping and Consumer Purchase
- Retail Sales and E-Commerce
- The Multi-Channel Marketplace
- Today's Online Shopper
- Shopping for Purchase
- Purchase After Research
- Research Strategies for Retail Growth
- Advertsing Personally: Email and Word of Mouth
- Profile of Email Users
- New Roles of Email
- List Building as Brand Building
- Segmenting the List
- List Management
- Personalization and Sending Frequency
- Win the Inbox Battle
- Word of Mouth
- Tide Coldwater Challenge
- Sprint Ambassador
- Word of Mouth Strategies
- Measuring Word of Mouth
- Futures
- A Look Ahead at Emerging Plays
- Comments on the Future
- Glossary
