Table of contents for The online advertising playbook : tested tactics and proven strategies from the Advertising Research Foundation / Joseph Plummer ... [et al.].

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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TABLE OF CONTENTS
TABLE OF CONTENTS	1
SPONSORS ACKNOWLEDGEMENTS	ERROR! BOOKMARK NOT DEFINED.
ACKNOWLEDGMENTS	ERROR! BOOKMARK NOT DEFINED.
AUTHOR BIOGRAPHIES	ERROR! BOOKMARK NOT DEFINED.
INTRODUCTION	16
TARGETING APPROACHES AND MARKETING OBJECTIVES	ERROR! BOOKMARK NOT DEFINED.
 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	ERROR! BOOKMARK NOT DEFINED.
	Advertising Reach and Frequency of Exposure
	Frequency Principles
	Interplay of Reach and Site Visiting
	Continental Airlines: Measuring Clickthrough Effects
WINNING STRATEGIES IN ONLINE ADVERTISING	ERROR! BOOKMARK NOT DEFINED.
	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	138
 Web Formats
	Creative Factors
	Rich Media
	Video
 THE SEARCH MARKET	169
 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	237
	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	275
	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	310
	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	ERROR! BOOKMARK NOT DEFINED.
 	A Look Ahead at Emerging Plays
	Comments on the Future
		Jeff Cole
		Vince Barabba
		Bobby Calder
		Joanne Bradford
		Greg Rogers
		Rishad Tobaccowala
		Dan Stoller and Jane Clarke
		Brain McAndrews
		Noel Capon and Jeremy Kagan
		David Kenny
GLOSSARY????????????????????????????40

Library of Congress Subject Headings for this publication:

Internet advertising.