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- Phân loại: 659.1
- Tác giả: Joseph T. Plummer
- Thông tin XB: Hoboken: John Wiley & Sons, 2007
- Mô tả vật lý: xviii, 286 p.: illustrations, 24 cm.
- Tóm tắt: The Online Advertising Playbook offers a comprehensive guide to navigating the digital marketing landscape, backed by the rigorous research of the Advertising Research Foundation. The authors present a strategic framework for understanding how online advertising works, focusing on the transition from traditional mass media to interactive, consumer-centric models. The book explores key concepts such as brand building, cross-platform synergy, and the "engagement" metric, which goes beyond simple clicks ...
- Từ khóa: Digital Engagement; Advertising Research; Media Synergy; Consumer Behavior
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