“Navigating the world of online advertising can feel like a tall task for marketers, but it doesn’t have to be guesswork,” says Plummer. “Just remember, while it may seem like a new frontier, a lot of people have compiled a lot of research about online advertising and how it works. Use it.”
—”The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation” (Wiley, 2007, $29.95) by Joe Plummer, Steve Rappapor, Taddy Hall and Robert Barocci. For more, visit www.wiley.com.