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Research papers

Untangling the European web

Does online advertising belong on the media plan? In 1998 the answer was certainly yes, but to what extent? This issue is of increasing importance as clients are very well aware that traditional media are not as good as they used to be at reaching...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment
Authors: Susanna Rehbein, Jennifer Baum
June 15, 2000
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Citation

Rehbein and Baum (2000a, June 15). Untangling the European web. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/untangling-the-european-web-5580


Research papers

Untangling the European web

This paper examines demographic and targeting benchmarks for online media planning taking a critical look at the currently used terminology and suggests new approaches such as the link of frequency of web usage mid intensity (surfing time).

Catalogue: ESOMAR Net Effects 1999
Authors: Jennifer Baum, Susanna Rehbein
June 15, 1999
×

Citation

Baum and Rehbein (1999a, June 15). Untangling the European web. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/untangling-the-european-web