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| Author: | Berthon, P. Pitt, L. Watson, R. |
| Title: | The world wide web as an advertising medium: toward an understanding of conversion efficiency |
| Journal: | Journal of Advertising Research
1996 : JAN-FEB, VOL. 36:1, p. 43-54 |
| Index terms: | ADVERTISING EFFICIENCY MEASUREMENT INTERNET ELECTRONIC COMMERCE |
| Freeterms: | E-COMMERCE WORLD WIDE WEB |
| Language: | eng |
| Abstract: | This paper discusses the role of the World Wide Web as an advertising medium and its position in the marketing communication mix. It introduces a conceptual framework for measuring the efficiency of a Web site. Efficiency indexes are defined for five Web advertising communication activities, and an overall measure of Web site efficiency measure is presented. Reporting on the Web is currently fascinating to general readers, and listing Uniform Resource Locators (URLs) is helpful to consumers. However, more systematic research is required to reveal the true nature of commerce on the Web. |
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