ARF Books
The Online Advertising Playbook
By: Joe Plummer, Steve Rappaport, Taddy Hall, Robert Barocci
John Wiley & Sons, April 2007
This best-seller (over 13,000 copies sold so far) distills over 1,200 studies, white papers, industry research, trade press and case studies into one practical guide about how online advertising works and why. An indispensible resource for anyone involved in developing, implementing and evaluating online advertising strategy and programs. The book focuses on the enduring strategies, not the tactics of the day, in order for marketers to have the knowledge-base necessary to execute winning campaigns.
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The Online Playbook - Release 2.0
The ARF Social Network for The Online Advertising Playbook.
The Playbook Community has two aims: first, is creating a network where online advertising experts come together to share their ideas, experiences and outcomes with one another. Check out the Forum tab for the richness of the topics and discussions. Second, we're looking to crowdsource content for the next rev of the Online Advertising Playbook.
Learning from Winners
By Dr. Raymond Pettit
Taylor & Francis, 2008
Looking across 10 years and 100 David Ogilvy Award Winners, this book’s chapters analyze case studies that reflect the Ogilvy ideal – the application of market research and measurement techniques that directly support advertising that increases brand demand and sales, improves the likelihood that customers will consider and purchase brands, and strengthens brand equity.