The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign.
Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.
Check out the other AdWords Books - Perry Marshall and Mike Rhodes Ultimate Guide to Google AdWords, AdWords for Dummies, AdWords Secret Hacks, SEO Like I'm 5 etc., - they're great, they're good, but they don't include powerful step-by-step worksheets, links to online videos, and the free AdWords Toolbook with hundreds of free tools for AdWords advertising 2017. Plus they're OUTDATED. This AdWords book is listed as one of the best books on Google AdWords 2017.
Programmatic advertising is the most exciting thing that happened in marketing in a long timeÂ â perhaps since the advent of mass advertising itself.
This book offers the first comprehensive introduction to the world of programmatic advertising. If you are new to this revolutionary technology, it will help you get quickly up to speed. The book is intentionally relatively short and dense, so it can be read over a weekend â and then kept on your desk for reference.
Here's a quick overview:
Chapter one outlines the basic technologies enabling programmatic advertising â such as cookies, pixels, banner ads, or ad exchanges.
Chapter two introduces the programmatic ecosystem and its various players, including publishers, advertisers, SSPs, DSPs, DMPs, agency trading desks, and the most important industry bodies.
Chapter three is dedicated to programmatic ad trading, with special attention given to the real-time bidding (RTB) auction, role of the Deal ID, and publisher prioritization including header bidding.
Chapter four is all about data and ad targeting. Retargeting and various prospecting tactics are covered, including contextual targeting, behavioral targeting, and look-a-like modeling.
Chapter five expands the scope of this book into mobile. Mobile cookies, cross-device identification solutions, or location data are covered here.
Chapter six offers an overview of the current issues discussed across the digital ad industry â including fraud, viewability, attribution, ad blocking, or privacy.
Chapter seven is about new formats available programmatically, such as rich media, video, or native. It also covers new programmatic channels including TV, audio or print.
In the notoriously fast-paced, increasingly complex world of retailing and merchandising, accurate communication is absolutely essential. Misunderstandings due to miscommunication can be very expensive, in terms of both time and money. To meet the needs of the professional community and students for an authoritative, easy-to-use source of precise definitions, noted lexicographer and professor of business Jerry M. Rosenberg has produced the Dictionary of Retailing and Merchandising.
Unsurpassed as a reference tool, the Dictionary encompasses the entire range of terms related to working in the retail industry. Here the reader will find accurate, up-to-date definitions in all areas of retailing, including buying, merchandising and visual display, catalog marketing, mail-order marketing, retail advertising, customer demographics research and consumer behavior, transactions with manufacturers and vendors, retail finance and accounting, MIS/computer/ automation, and wholesaling.
The Dictionary contains approximately 4,500 entries, which include specialized and technical definitions along with more general ones. Each word, term, and phrase is defined in all its current business contexts, with the widest usage cited first and remaining definitions listed by area of specialty. Related areas are thoroughly cross-referenced to help create a broader, more contextual understanding. A wealth of synonyms, abbreviations, and commonly used acronyms further enhance the Dictionary's usefulness as a complete language reference source.
For the experienced professional and neophyte alike, the Dictionary of Retailing and Merchandising will serve as a handy, indispensable aid to clarity in communication.
Authoritative, comprehensive, and up-to-date definitions of every important word and phrase used in retailing and merchandising today
Written by one of the industry's most respected experts and consultant to the Oxford English Dictionary, the Dictionary of Retailing and Merchandising combines the precision, authority, and informative breadth that professionals and students have come to expect of the Rosenberg dictionaries. With clear, concise, multicontextual definitions of approximately 4,500 words, terms, and phrases, the Dictionary of Retailing and Merchandising covers an entire spectrum of interrelated disciplines in a well-organized, easy-to-access format.
Defines terminology used in all areas of retailing and merchandising, including terms from the related fields of marketing, advertising, wholesaling, direct marketing, and buying
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