ARF Books

The ARF Listening Playbook

By: Steve Rappaport
ARF Press, January 2010

Available as a paperback, download or e-book.
Also available on AmazonAmazon, as an Amazon Kindle version, and at Barnes & Noble.
The ARF Listening Playbook is the go to guide for understanding the newest, and potentially most important advance in market research - listening to customer conversations. The Playbook answers four key questions being asked today - what is listening, how is it used, how is it done, and where is it going? Written by Advertising Research Foundation experts, they explain how listening helps brands achieve the full range of marketing objectives, from finding new customers through loyalty. This comprehensive book teaches through 35+ case studies and many examples. Complete with over 70 vendor profiles, glossary and index, The ARF Listening Playbook gives all readers the research and practical foundation necessary to leverage listening for their brand's growth.

The Online Advertising Playbook

By: Joe Plummer, Steve Rappaport, Taddy Hall, Robert Barocci
John Wiley & Sons, April 2007

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This best-seller (over 17,000 copies sold so far) distills over 1,200 studies, white papers, industry research, trade press and case studies into one practical guide about how online advertising works and why. An indispensible resource for anyone involved in developing, implementing and evaluating online advertising strategy and programs. The book focuses on the enduring strategies, not the tactics of the day, in order for marketers to have the knowledge-base necessary to execute winning campaigns.

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Learning from Winners

By Dr. Raymond Pettit
Taylor & Francis, 2008

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Looking across 10 years and 100 David Ogilvy Award Winners, this book’s chapters analyze case studies that reflect the Ogilvy ideal – the application of market research and measurement techniques that directly support advertising that increases brand demand and sales, improves the likelihood that customers will consider and purchase brands, and strengthens brand equity.

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