Lessons from Online Practice: New Advertising Models

Stephen D. Rappaport
The Advertising Research Foundation


The Online Advertising Playbook (Plummer et al., 2007) aggregates and synthesizes what has been learned about advertising online during its first 10 years. The book answers a challenge posed to The Advertising Research Foundation (ARF) by a number of marketers, and perhaps best clearly expressed by Gillette's Pat McGraw: "I really don't need another highly charged sales pitch on the power of internet advertising. What I would like to know is how it works and why it works."

The collection of over 1,200 academic studies, industry research, and professional articles we reviewed, studied, and learned from allowed us to develop strategic principles and guidelines for effective online advertising, and to illustrate each one with case studies that spanned the full spectrum of marketing objectives from lead generation to loyalty.