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| Author: | Killgren, L. |
| Title: | Lies, damned lies... |
| Journal: | Connectis
2000 : OCT, 5, p. 48-50 |
| Index terms: | Electronic commerce Internet Marketing Advertising Measurement |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | ...and statistics, of course. Marketing industry struggles in a new environment. The Internet gives marketers the opportunity to reach an audience on a more personalised level. Many of the original techniques used to measure audience response are now regarded as flawed. The profession is trying to establish a meaningful way to measure the effectiveness of online advertising. There is also new language as ad-speak, e.g. banner ad, clickthrough, interstitial ad. |
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