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Interpreting the new online advertising effectiveness measures

Date of publication: June 12, 2002

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Company:

Author: Gabriel Hughes

Abstract:

This paper concerns the new measures of online advertising effectiveness, and seeks to explain what they are, how they came about and how they can be understood in the light of recent advertising theory.

Gabriel Hughes

Author

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Citation

Hughes, G. (2002a, June 12). Interpreting the new online advertising effectiveness measures . ANA - ESOMAR. Retrieved August 06, 2025, from


https://ana.esomar.org/documents/interpreting-the-new-online-advertising-effectiveness-measures-