Table of Contents -- Introduction -- Part I: Two Case Studies on CPA Advertising -- Case Study #1: How to Succeed in CPA Advertising and Convert 30% of Samplers to Buyers - the TrimLife Story -- Case Study #2: Why Orbitz "Never" Rents Travel Email Lists -- Part II: Four Case Studies on B2B Online Advertising -- Case Study #3: High Tech Firm Tests 3 Banners to Reach CEOs Online ("Hover" Metrics Revealed) -- Case Study #4: Xerox Tests Three Online Sales Lead Generation Tactics -- Sweeps vs. Game vs. Product Info -- Case Study #5: High Click Rates Aren't Always Best - What DeKemper Learned by Tracking Post-Click Activity -- Case Study #6: Cut Online Ad Costs by 90% & Raise Sales - 5 Tips for Search Marketing -- Part III: Seven Case Studies on B2C Online Advertising -- Case Study #7: Online Ad Helps 'Band of Brothers' Become HBO's "Most Watched Original Program" By John Gaffney, Contributing Writer -- Case Study #8: "Live" Instant Message-Style Banner Gets 5% Click Throughs and Unusually High Conversions -- Case Study #9: Fleet Tests Cheap Banners vs. Expensive SUPERSTITIALs to Grow Home Equity Loan Applications Online -- Case Study #10: Ford Explorer Rich Media Ad Gets Half a Million Clicks by Dominating Yahoo!'s Home Page for 24 Hours -- Case Study #11: LEGO Lifts Brand Awareness With Online Ads -- Case Study #12: How Penn State gets 2.38% Banner Ad Click Through Rates (Creative Samples Included) -- Case Study #13: Streaming Ads Beat Traditional Banners on Click Throughs, Conversions AND Cost Per Acquisition -- Part IV: 12 Practical Advice Articles on Online Advertising -- 7 Tips on Sponsoring Interactive Games - Demographics, Effectiveness & Cost -- AOL's EVP of Strategy Lon Otremba on Now That the Pop-Up Party's Over -- 19 Quick Creative Tips for SUPERSTITIAL® Ads.

Rich Media Advertising Tips to Reach the Six Different Types of Web Surfers -- Skyscraper Banners Get "Phenomenal" Click Throughs From Fortune 500 Execs -- Don Skarzenski Shares B2B Banner Tactics That Make an Enormous Difference in Click Through Rates -- Charlie Buchwalter VP AdRelevance Reveals 46% of B2B Banners are Good for Branding Only -- The Latest Practical Information for Marketers Wishing to Track Banner View-Thrus -- Creating Text Ads That Actually Work (Most Don't!) -- What the Wall Street Journal Online Has Learned from Banner Advertising Tests -- Search Marketing Metrics & Tactics from Dakota Sullivan -- xXx - Zac Eller on Sony's Wireless Ad Campaign That Worked (Yes, in America) -- Palm's Ken Wirt Discusses Integrated Campaigns, Wireless Ads, Online Partnerships & Low Cost Tactics -- Recommended Resources -- About MarketingSherpa.