ARF Plans Online Advertising Guide



MediaPost reports the Advertising Research Foundation is planning to publish a new guide to online advertising, designed for brand managers new to the web, this November.

The publication, “The Online Advertising Playbook,” is designed to be “a go-to guide for advertisers and their agency partners who are seeking to get maximum benefit out of the Internet,” said Taddy Hall, one of the authors. Hall, chief strategy officer at the ARF, added that the book is geared toward “brand marketers eager to tap power of Internet, but who have shied away because of lack of confidence in how to use the medium.”

The 320-page guide will include interviews and case studies.