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Research papers

Measuring the brand effects of banner advertising campaigns

Internet advertising has gone from focusing mainly on click-through to focusing on brand effects. This means that websites and advertising networks need to demonstrate that brand effects are possible and can be measured. This paper discusses the...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Lars Bergkvist, Marcus Friström, Jonas Melander
June 1, 2001
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Citation

Bergkvist, Friström and Melander (2001a, June 01). Measuring the brand effects of banner advertising campaigns. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/measuring-the-brand-effects-of-banner-advertising-campaigns