Abstract:

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement. The paper underlines the problems inherent to the control - exposed methodology, however, the findings are equally applicable to other methods as far as web-based surveys for evaluating online or cross media campaigns effects are concerned. It attempts to prove that online behavioural patterns seriously affect ad recall. As frequent internet users are often oversampled in web-based surveys, their results may provide biased estimates of campaign effectiveness.