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

~ (Author), Steve Rappaport (Author), Taddy Hall (Author), Robert Barocci (Author)
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Editorial Reviews

Review

"This book is packed with great examples of how major brands have used digital media...backed up with excellent research." (International Journal Of Advertising, January 2008)

Review

"The most objective and broad based retrospective research done on what works online to date. As we plough towards the future at breakneck speed lets not lose sight of the truths that will transcend web 2.0." -- Ted McConnell, P&G

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Product Details

• Hardcover: 320 pages
• Publisher: Wiley (April 27, 2007)
• Language: English
• ISBN-10: 0470051051
• ISBN-13: 978-0470051054
• Product Dimensions: 9.1 x 6.1 x 1.3 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (8 customer reviews)
• Amazon.com Sales Rank: #36,209 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

24 of 24 people found the following review helpful:

5.0 out of 5 stars A Fantastic Guide to Online Advertising, May 21, 2007

By	Paul J. Kelley - See all my reviews (REAL NAME)

The Online Advertising Playbook is an academic study of the online advertising. With countless examples and studies it removes much of the confusion in this emerging industry. Each chapter focuses on a unique property. First reviewing the technology and property itself, giving an overview of what it has to offer. It then provides clear examples and tips on how to use and measure them.

Business books, especially those concerning advertising, tend to be overviews of the industry. While they provide insight into the market they leave the reader confused about how to actually create successful campaigns. The Playbook in contrast is a guide. Showing how to get started with a new property or improving campaigns which already use them.

Since the Playbook is academic in nature it is not easily accessible. The writing style is similar to college textbooks. Most of the examples require an existing knowledge of the industry. Readers who are already working in advertising (both traditional and online) should be able to pick the book up without trouble. It could be a hard read for those who are just starting or looking to join the industry, though I would not discourage them from trying.

About the reviewer: Four years in the industry with a focus in search marketing. Currently employed by a top five global advertising agency that works in both the online and offline space.

PK

27 of 28 people found the following review helpful:

4.0 out of 5 stars not for the little guy, July 3, 2007

By	Paul G. (Washington, DC) - See all my reviews

This book is clearly useful, but assumes that you at least have a dedicated marketing person and budget, more often a whole marketing department that manages actual campaigns. Assuming your company is of that size, then if you don't have much experience in online, or in managing campaigns in general, this is a great jumpstart. It can also be a handy reference to give the boss so he understands this "new thing" you're trying to do with online marketing, and why he/she should trust you to spend some money.

The book is highly credible, even though I wouldn't take the time to look up any of the referenced information myself. The information looks to validate assumptions with objective information, not just "this is cool, you should try it." It's not going to necessarily change anything about my online initiatives except the way I justify certain kinds of spending. It's also nice to know I'm not far from the mark where I have drawn my own previous conclusions about the online media.

19 of 19 people found the following review helpful:

5.0 out of 5 stars Excellent Guide for Online Advertising, January 13, 2008

By	Panagiotis Ipeirotis "Panos" (New York, NY, USA) - See all my reviews (REAL NAME)

When I first received the book and skimmed it very quickly, I was initially disappointed. Too much text, lack of "punchlines", and seemed to cover only small number of facets of online advertising.

After reading the book carefully, though, I was impressed. Very detailed coverage of many topics, excellent citations and references to actual studies, and many cases that are discussed in detail.

The book would be an excellent textbook for a course on online advertising. It is not a "how-to" book, with lists of to-do items. Everything is substantiated by pointing to a related (academic or professional) research study. Many discussions reveal things that are not obvious even to seasoned professionals.

In short: Buy the book if you plan to invest the time to actually read the book, and you are interested in understanding in-depth many aspects of online advertising. If you just need a book that can be read quickly and you simply want to follow blindly its instructions, search for something else.