The online advertising playbook : proven strategies and tested tactics from the Advertising Research Foundation - Plummer, Joseph Thornton, 1941-; Advertising Research Foundation (Hoboken, N.J. : Wiley, 2007)
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.
Includes bibliographical references (p. 265-289) and index.
Keywords: Internet advertising