The Advertising Research Foundation plans to publish "The Online Advertising Playbook," an online-advertising for "brand marketers eager to tap power of internet, but who have shied away because of lack of confidence in how to use the medium," MediaPost quotes Taddy Hall, a guide coauthor, as saying.

Slated for publication in November, the 320-page ARF guide will include case studies and interviews with advertisers, agency executives, research firms and media companies; it will cover topics such as the role of search, online branding and email.

The project's advisory board includes executives from 30 industry organizations, including the IAB and OPA.