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Impact test on the Internet

Date of publication: June 15, 1999

Catalogue: ESOMAR Net Effects 1999

Authors: Claudia Willner, Martin Mayr

Abstract:

The dramatic increase of Internet usage is accompanied by a similar increase of advertising spending on this new communication vehicle. However accurate measurements of the effectiveness of Internet advertising were and are rare. This paper introduces an alternative and innovative approach that was first applied in Austria: the methodology technical implementation and first experiences and results from a pilot study investigating whether impact testing of Internet advertising is at all possible.

Claudia Willner

Author

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Martin Mayr

Author

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Willner and Mayr (1999a, June 15). Impact test on the Internet. ANA - ESOMAR. Retrieved June 03, 2025, from


https://ana.esomar.org/documents/the-impact-of-the-internet-on-the-selling-and-distribution-of-cars