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Research papers

Interpreting the new online advertising effectiveness measures

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.

Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Gabriel Hughes
Company: KANTAR TNS Malaysia
June 12, 2002
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Citation

Hughes, G. (2002a, June 12). Interpreting the new online advertising effectiveness measures . ANA - ESOMAR. Retrieved April 30, 2024, from


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