<h2>Practical Playbook</h2>
<p>Ingo Leung (Hong Kong), <br />
Amazon Review</p>
<h5>April 15, 2009 </h5>
There're books with titles that exaggerate for selling purpose, this is not such a book. The title objectively illustrates what the authors set out to achieve - concisely present 'proven strategies & tested tactics' based on extensive 'advertising research'. Key areas of digital marketing were well covered with good reference & citations, & also well selected case studies of how organizations achieved measurable business results thru the 'tested tactics'. The 'Futures' section is a nice surprise to wrap up the book, comprises of provocative views from both academia & industrial practitioners in how they see the field of online marketing will evolve. I look forward to reading the next version of the Playbook, with better coverage in the rapidly growing digital social media scene.<a href="http://www.amazon.com/review/R38I4ECRDKF2S4/ref=cm_cr_rdp_perm"> Read</a><p>
<h2>Reviewer Considers Online Advertising Playbook a Timeless Resource for Brand Building</h2>
<p>Rolf Dobelli, <br />
Amazon Review</p>
<h5>April 24, 2008 </h5>
<p>One might wonder how long a book having to do with online advertising strategy will last, considering the rapid pace of change in technology and online rules, but Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. They take online advertising in the direction of other sophisticated mass media advertising, including targeting specific markets precisely, and using multiple channels and other audience-oriented tactics. With this book's information and abundant real-life examples, marketing and brand managers can create winning plays. getAbstract thinks they will want this valuable tool on their desks so they can build their brands online and do it right </p>
<h2>The Online Advertising Playbook - Book Review</h2>
<p class="author-pub">Kate Dickman<br />
<em>Local Advertising Journal</em> (blog)</p>
<h5 class="date">April 17, 2008</h5>
<p>Kate Dickman writes that because "there have not been many standard resources that marketers or business owners could turn to, certain aspects of internet advertising has been disputed until now. This review stresses the authority of the Playbook for understanding what works, and what doesn't, in online advertising. The Playbook is an "undeniable source of quality internet advertising information and truly sets a benchmark for this type of book." <a href="http://localadvertisingjournal.com/2008/04/17/the-online-advertising-playbook-book-review/">Read</a> </p>
<h2>Another Book Recomendation! </h2>
<p class="author-pub">Travis Berger<br />
<em>NBC6 Internet Guide</em> (blog)</p>
<h5 class="date">October 23, 2007</h5>
<p>Meade Camp, Director of Digital Sales for NBC6, recommends that the entire station salesforce read the Playbook. Why? "It speaks specifically to ROI and ROO – ever more important to our customers. It includes winning strategies for display, search, multimedia, performance based--everything we should know. But if you or your team wants to know everything that your clients should know, the book is for you." <br />
<a href="http://nbc6internetguide.blogspot.com/2007/10/another-book-recomendation%20.html">Read »</a></p>
<h2>Best Strategy for Web 2.0 Marketing</h2>
<p class="author-pub">Yves Bourgeois <br />
<em>SocialNetSavvy</em></p>
<h5 class="date">October 12, 2007</h5>
<p>Blogger comments on Brian McAndrews' contribution to the Futures<br />
chapter, "Experiment, Learn and Adapt," pointing out some obtstacles,<br />
challenges and opportunities relating to the strategic elements<br />
McAndrews outlined.<br />
<a href="http://socialnetsavvy.blogspot.com/2007/10/best-strategy-for-web-20-marketing.html">Read » </a> </p>
<h2>Just Released: The Online Advertising Playbook</h2>
<p class="author-pub">Jenn Thompson <br />
<em>OnLine. OnPhilanthropy</em></p>
<h5 class="date">July 16, 2007</h5>
<p>News about the Online Advertising Playbook has hit the blogs. An entry in OnPhilanthropy, an online resource for nonprofit professionals, discusses the usefulness of the Playbook for putting together an ad campaign specifically for nonprofits. The entry notes the easy to use quick tip sections of the Playbook covering topics such as Pay-Per-Click Copy and Email Deliverability, and the Playbook’s extensive use of case studies. For nonprofits in particular, the blogger points to useful sections of the Playbook on the emailed coupons concept, statistics on the frequency of individual email use, and caveats regarding online ad intrusiveness.<br />
<a href="http://flip.onphilanthropy.com/online/2007/07/just-released-t.html">Read » </a> </p>
<h2>Capturing the Clicks: Tips for Online Advertising That Really Works</h2>
<p class="author-pub" style="margin-bottom: 6px;">User Group Network </p>
<p>There are two salient themes online advertisers will get from the “Online Advertising Playbook”: the first is the power of online media and the second is the new advertising model of engagement. The authors of the “Playbook” encourage marketers to use all the capabilities of the internet to their advantage. Successful campaigns use the information gathering properties of the internet to target the consumer and use online shopping and buying sites as valuable advertising opportunities. They use the power of email as word-of-mouth about their products. All these strategies are backed up by research and cases studies. </p>
<p>The other theme is engagement, an advertising strategy that seeks to pull people in by making connections based on critical insights. Various new advertising models are moving beyond interrupt and repeat and more towards interactive advertising and a focus on the consumer experience. Online advertising can be a tricky business, but there is solid research to base a strategy on. Smart advertisers will stick to the Playbook.<br />
<a href="http://www.user-groups.net/articles/online_advertising.html">Read »</a></p>
<h3>“The Online Advertising Playbook”</h3>
<p class="author-pub">Abbey Klaassen<em><br />
Advertising Age</em><br />
</p>
<h5 class="date">July 10, 2007 </h5>
<p>The four authors of the “Online Advertising Playbook” sit down for an interview with Advertising Age to discuss the success and importance of their new work. The book, which has gotten “raves in the marketing community,” is an exhaustive and in depth compilation of the industry’s best tactics and strategies for online advertising, a medium often difficult to navigate for marketers. The authors answer questions about the medium from the perspective of marketers, advertisers, and consumers to give the big picture. They discuss new models that move beyond interrupt and repeat: the engagement model, the on-demand advertising model, and the advertising as a service model. These models are less about mass exposure than about finding meaningful ways to get the customer involved and interested, while serving their needs. These models should guide advertisers in an online advertising environment. The authors discuss the importance of integrating online and offline advertising, and the importance of finding a critical insight about consumers to drive an engaging ad campaign.<br />
<a href="http://adage.com/bookstore/article?article_id=119135">Read »</a></p>
<h2>Norwalk Resident Pens Online Ad Playbook</h2>
<p class="author-pub">Lisa Fiore<br />
<em>The Hour</em></p>
<h5 class="date">July 10, 2007</h5>
<p>The Hour, a Norwalk, Connecticut daily, profiles one of the city’s own, Steve Rappaport, after the publication and warm reception of the “Online Advertising Playbook.” The article describes Mr. Rappaport’s 20 years of experience in advertising and how he has followed the development of new forms of media, such as the internet, and their impact on brand strategy. As he explained to the Hour, the Playbook is aimed at helping organizations understand and profit from online advertising through research and case studies, not theory. <br />
<a href="http://www.thehour.com">Read The Hour »</a></p>
<h2>“How To Advertise Effectively Online”</h2>
<p class="author-pub">Kevin G. Demarrais<br />
<em>The Record</em><br />
</p>
<h5 class="date">June 15, 2007</h5>
<p>In June, the “Online Advertising Playbook” was featured on NorthJersey.com. Various insights from the Playbook were discussed. One of the main themes is that advertisers who create online campaigns based upon hunches, old ways of thinking, or media strategies incommensurable with the online environment will not be successful. The “Online Playbook” is based upon sound research, not hunches. Online, advertisers are challenged to reach the right people, the right number of times, in a relevant way; yet this is not all left to guesswork. There is a large collection of research on online advertising that can be useful to brand managers and advertisers, and this is what the authors of the Playbook have collected and analyzed. The viability of their strategies has been borne out by an impressive array of research brought together for the first time in the “Online Advertising Playbook.” Some of the tactical and strategic recommendations from the book were discussed, such as using the internet to target consumers, using online shopping as an advertising opportunity, and making your ad suitable and appealing in an online environment.<br />
<a href="http://www.northjersey.com/page.php?qstr=eXJpcnk3ZjczN2Y3dnFlZUVFeXk3NDgmZmdiZWw3Zjd2cWVlRUV5eTcxNTE3MDEmeXJpcnk3ZjcxN2Y3dnFlZUVFeXky">Read »</a></p>
<h2>Savvy B2B Marketers Sell to an ‘Ecosystem of Influence:’ Advertising research leader explains.</h2>
<p class="author-pub"><em>AICPA Newsletter</em></p>
<h5 class="date"> June 2007</h5>
<p>In an interview with the American Institute of Certified Public Accountants, Steve Rappaport shared some of his insights into how business to business marketers could best apply the strategies and tactics discussed in the Playbook book. How do businesses go forward? For business to business (B2B) in particular, one is selling to an “ecosystem of influence,” meaning brand content must be relevant and engaging to all segments of a business or organization touched by the product or service, and not solely championed by one group. Mr. Rappaport stressed the need for creating lasting brand-customer relationships through online means. B2B marketers need to recognize that new models of advertising based on consumer interaction and consumer engagement will dictate the future path of all advertising, not just online advertising. </p>
<p> On measurement, Mr. Rappaport noted measuring clicks is not enough. The most useful metrics are those that relate directly to clearly defined performance objectives, such as registrations, newsletter sign ups, or whitepaper downloads, and financial criteria, such as cash flow – perhaps the most important financial metric for marketing accountability.<br />
<a href="http://www.aicpalearning.org/profdev_news.asp?id=10354">Read »</a></p>
<h2>New media debate dominates ad:tech</h2>
<p class="author-pub">Kate Maddox <br />
<em>B2B Magazine</em></p>
<h5 class="date">May 7, 2007</h5>
<p>The Online Advertising Playbook made an important contribution when it was introduced to the 11,000 attendees at the “Ad:Tech” Convention in San Francisco in April 2007. The Convention dealt with issues surrounding marketing in the digital media such as consumer interaction and finding metrics for new forms of media. Taddy Hall, co-author of the Online Advertising Playbook, noted how the on demand interaction of web-based advertising is raising the stakes and expectations for the entire industry. Advertising is now more accountable to marketers as well as as consumers. Highlighting the significance of the Playbook to the field of advertising, Stephen Kim of Microsoft offered his insights on how research is essential to a successful online advertising campaign that goes beyond interrupt and repeat. The convention evinced how the Playbook fills a critical niche for marketers and advertisers. <br />
<a href="www.btobonline.com">Read »</a></p>
<h2>Ad Research Group Explores Value of new advertising Media</h2>
<p class="author-pub"><em>Internet Retailer</em></p>
<h5 class="date">April 26, 2007 </h5>
<p>For many advertisers, online advertising is still a high risk proposition with a lot of variables. “The Online Advertising Playbook” is an attempt to dispel some industry fears by providing research-based analysis and insights. It features useful case studies of effective online strategies that gain from consumer input or encourage word of mouth about their products. One example mentioned by Internet Retailer is Proctor and Gamble’s Tide energy saving campaign. It shows the effectiveness of campaigns that attach themselves to hot issues, such as environmental concerns, that resonate with people and connect them to the product. The “Online Advertising Playbook” also discusses the usefulness of email marketing, and various audience targeting strategies. In all cases, the featured ad campaigns demonstrate the viability of the internet as a tool to engage consumers and draw them in to the brand experience. <br />
<a href="http://www.internetretailer.com/internet/marketing-conference/250934561-ad-research-group-explores-value-new-advertising-media.html">Read »</a></p>
<h2>Online Advertising Analysis Paralysis</h2>
<p class="author-pub">Hank Berkowitz <br />
<em>Online Marketing B2Beat</em></p>
<h5 class="date">February 19, 2007</h5>
<p>The Online Advertising Playbook can help put your advertising objectives in perspective by focusing on what matters. Finding online advertising metrics is becoming priority number one for most marketers, as Hank Berkowitz admits. Online advertising is one of the fastest growing media and most important sectors of business advertising, but in the rush to measure the clicks, marketers may be ignoring what matters most: innovative and engaging content. People go online not simply to watch what happens on the screen or relax but to work and engage in the content. Interaction, choice and control define the online environment, which ups the stakes for marketers. As Steve Rappaport conveyed in an interview with Mr. Berkowitz, there is a need for marketers to create meaningful experiences online that draw customers in and deliver the brand message. Berkowitz notes that the Playbook’s case studies and data-based analysis can help give direction on these important matters. <br />
<a href="http://b2beat.blogspot.com/2007/02/online-advertising-analysis-paralysis.html">Read »</a></p>
2008-03-26T00:00:00-05:00
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online-playbook-press
Online Advertising Playbook Press
2009-06-01T20:29:38-05:00