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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
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