Research World (April 2000)

Date of publication: April 1, 2000

Catalogue: Research World 2000

Author: ESOMAR B.V.

Abstract:

When considering the long-term effects of advertising, Internet advertisements can only be seen as part of an integrated media mix, re-enforcing messages that have become ingrained in memory. But the Net is an immediate medium and short-term effects can be measured. Assessing the effectiveness of advertising on the Net, should be part of the measurement of the whole communication mix.

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