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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

Research papers

Why single measures are not enough

Clients want marketing research that informs them about what actions they should take, not only what their current situation is. This requires that marketing research use multiple measures instead of single measures, since single measures most often...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Lars Bergkvist
November 1, 2000