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Date of publication: June 1, 2001

Abstract:

To date, the majority of research metrics have been largely geared towards direct marketers. Recently more tools are becoming available to allow organizations to measure the brand effectiveness of their online campaigns using relevant metrics such as brand awareness, advertising awareness, element recall and purchase intent. By arming organizations with this knowledge, research can help marketing organizations better understand the ROI of their advertising initiatives. This paper examines one example of online brand advertising measurement. In this case the direct correlation between frequency and relevant brand metrics is studied.

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