Joe Plummer

“Most Internet advertising campaigns are based on hunches and guesswork, not on the endless amounts of research that show what really brings great results in online advertising,” says Joe Plummer of The Advertising Research Foundation and co-author, with Steve Rappaport, Taddy Hall and Robert Barocci, of “The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation.” What do we really know about using the Internet to advertise effectively? More to the point, what should we know? 1. Target the right consumers. Online, you can locate precise groups of consumers, whether current customers or attractive prospects. You do it by targeting,

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