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

Reviewed by Robert Pritchett

Introduction

This book is the benchmark for best online advertising practices, according to the Advertising Research Foundation.

In this book…

The authors have organized 9 chapters, an Appendix and a Glossary on targeting, reach and frequency, leads and acquiring customers, brand growth, rewards and loyalties, online formats, rich media, searching marketing techniques, retail sales and E-Commerce and routes to the cash register, word-of-mouth and Email and a look ahead at the future, The Appendix lists measurement tools and the Glossary identifies advertising lingo.

Each chapter ends with a summary called “Winning Plays” and ties the book together with the cover that looks like a football play.

The book looks like it was created as a master’s thesis research project and put into book form.

And for whatever reason, the word “Internet” is not capitalized.

Conclusion

The book confirms what most of us who have worked online for years already know, yet it also opens up areas we may or may not have known about and offers ideas and tactics that are working in the online multi-trillion dollar advertising industry worldwide.

Recommendation

If you have an advertising and marketing department dedicated to this filed, this book may be of some use. The online tools listed for analytics is a nice touch, but there is no online links printed in this edition. I guess we will have to search keywords to get those using Google or the other search engines online.