While many over the years have tried to break down Internet advertising to an exact science, the most effective method is still a combination of luck and guesswork, according to Taddy Hall and Robert Barocci from recently published their book, “The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation” (Wiley 2007, ISBN: 978-0-470-05105-4, $29.95). There are a number of ways that catalogers and other multichannel merchants can succeed advertising on the Web. The book contains a bunch of them. Below are several excerpted from it. Create a balance between reaching the right people the right number of times with
Taddy Hall
Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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