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" The online advertising playbook : "
Joseph Plummer [and others].
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BL
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| Record Number
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1025660
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| Doc. No
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b780030
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| Title & Author
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The online advertising playbook : : proven strategies and tested tactics from the Advertising Research Foundation /\ Joseph Plummer [and others].
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| Publication Statement
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Hoboken, N.J. :: Wiley,, ©2007.
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| Page. NO
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xvi, 302 pages :: illustrations ;; 24 cm
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| ISBN
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0470051051
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: 9780470051054
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| Bibliographies/Indexes
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Includes bibliographical references (pages 265-289) and index.
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| Contents
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Targeting approaches -- Online sdvertising reach and frequency concepts -- Winning strategies in online advertising -- Display advertising online -- The connection of online search and advertising -- Online shopping and buying -- Advertising personally : email and word of mouth -- Futures.
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| Abstract
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"The Advertising Research Foundation's Online Advertising Playbook is the new benchmark for best practices. It relies on data, not guesswork, to explain what's working and not working on the Internet, and answers all the most vital questions advertisers have about online marketing." "This book synthesizes research and learning from over 1,200 research documents on Internet advertising. Marketers, brand managers, and agency professionals who need actionable, scientifically solid principles for successful advertising in this new medium will find it in the Playbook."--Jacket.
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| Subject
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Internet advertising.
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| Subject
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Internet advertising.
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Internet advertising.
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| Dewey Classification
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659.14/4
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| LC Classification
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HF6146.I58.O55 2007
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| NLM classification
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F713.8clc
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| Added Entry
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Plummer, Joseph Thornton,1941-
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| Added Entry
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Advertising Research Foundation.
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