A comprehensive guide to the worlds most important new advertising medium Even as advertising opportunities grow, the Internet still only represents a small fraction of the total advertising market. This book is the first to leverage the Internet advertising opportunity, providing effectiveness metrics, creative principles for online advertising, budgeting practices, and much more. The Online Advertising Playbook speaks directly to marketers, brand managers, agency leaders, and entrepreneurs who need and want actionable, proven principles that work. The Advertising Research Foundation is the preeminent professional organization in the field of advertising, market, and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations. Joe Plummer (Cold Spring, NY) is the Chief Research Officer at The Advertising Research Foundation. Taddy Hall (New York, NY) is the Chief Strategy Officer at The Advertising Research Foundation and a well-known authority in the fields of innovation and strategy. Robert Barocci (New York, NY) is President and CEO of the Advertising Research Foundation. Stephen D. Rappaport (Norwalk, CT) is a consultant to the Advertising Research Foundation on electronic communication and advertising strategy.