The Online Advertising Playbook

Joe PlummerBusiness & Economics
The Online Advertising Playbook

Author: Joe Plummer

Publisher: John Wiley & Sons

ISBN: 0470140356

Category: Business & Economics

Page: 320

View: 741

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Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." —Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." —Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." —Henry Assael, Professor of Marketing, Stern School of Business, New York University

Basics Marketing 02: Online Marketing

Brian SheehanBusiness & Economics
Basics Marketing 02: Online Marketing

Author: Brian Sheehan

Publisher: Bloomsbury Publishing

ISBN: 9781350034457

Category: Business & Economics

Page: 184

View: 514

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In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. This book will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future. Topics discussed include: the digital media revolution; e-commerce and e-branding; advertising on the web; the social web; online applications and mobile marketing; and ethical approaches. International examples, case studies and practical exercises will help you master the key concepts and techniques of online marketing so that you can apply them to your own campaigns.

The Retargeting Playbook

Adam BerkeBusiness & Economics
The Retargeting Playbook

Author: Adam Berke

Publisher: John Wiley & Sons

ISBN: 9781118881163

Category: Business & Economics

Page: 192

View: 351

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How to reach the 98 percent of people who leave your website without converting sales The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at large, sophisticated brands and agencies don’t have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly. Unfortunately, most marketers are only utilizing the most rudimentary retargeting tactics and barely scratch the surface of its potential. Explains how to stay in front of potential customers and convince them to come back and close the deal This book will be required reading for media buyers at digital agencies, in-house marketing managers at companies in any vertical, performance marketers, and ecommerce managers.

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Ta?k?ran, Nurdan ÖncelBusiness & Economics
Handbook of Research on Effective Advertising Strategies in the Social Media Age

Author: Ta?k?ran, Nurdan Öncel

Publisher: IGI Global

ISBN: 9781466681262

Category: Business & Economics

Page: 509

View: 142

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Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.

Narrative Advertising Models and Conceptualization in the Digital Age

Y?lmaz, RecepBusiness & Economics
Narrative Advertising Models and Conceptualization in the Digital Age

Author: Y?lmaz, Recep

Publisher: IGI Global

ISBN: 9781522523741

Category: Business & Economics

Page: 360

View: 419

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The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.

Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Management Association, Information ResourcesBusiness & Economics
Advertising and Branding: Concepts, Methodologies, Tools, and Applications

Author: Management Association, Information Resources

Publisher: IGI Global

ISBN: 9781522517948

Category: Business & Economics

Page: 1806

View: 283

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Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

Eastin, Matthew S.Business & Economics
Handbook of Research on Digital Media and Advertising: User Generated Content Consumption

Author: Eastin, Matthew S.

Publisher: IGI Global

ISBN: 9781605667935

Category: Business & Economics

Page: 768

View: 599

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"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Advertising and Public Relations Research

Donald W. JugenheimerBusiness & Economics
Advertising and Public Relations Research

Author: Donald W. Jugenheimer

Publisher: Routledge

ISBN: 9781317507369

Category: Business & Economics

Page: 384

View: 297

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Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

ICSGS 2019

Muhammad Syaroni RofiiSocial Science
ICSGS 2019

Author: Muhammad Syaroni Rofii

Publisher: European Alliance for Innovation

ISBN: 9781631902697

Category: Social Science

Page: 540

View: 904

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The International Conference on Strategic and Global Studies is organized by the School of Strategic and Global Studies (SSGS), Universitas Indonesia. The ICSGS conference is an annual meeting event involving lecturers, students and researchers who are concerned with contemporary national and international issues that are directly related to the problems faced by the government and the private sector using a multidisciplinary approach. Participants of this conference came from the ASEAN region and the global network of the Universitas Indonesia.

Information Markets

Frank LindeLanguage Arts & Disciplines
Information Markets

Author: Frank Linde

Publisher: Walter de Gruyter

ISBN: 9783110236101

Category: Language Arts & Disciplines

Page: 638

View: 921

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Information Markets is a compendium of the i-commerce, the commerce with digital information, content as well as software. Information Markets is a comprehensive overview of the state of the art of economic and information science endeavors on the markets of digital information. It provides a strategic guideline for information providers how to analyse their market environment and how to develop possible strategic actions. It is a book for information professionals, both for students of LIS (Library and Information Science), CIS (Computer and Information Science) or Information Management curricula and for practitioners as well as managers in these fields.