search query: @author Drèze, X. / total: 5
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| Author: | Dreze, X. Zufryden, F. |
| Title: | Is Internet advertising ready for prime time? |
| Journal: | Journal of Advertising Research
1998 : JUN, VOL. 38:3, p. 7-18 |
| Index terms: | ADVERTISING INTERNET RESEARCH |
| Language: | eng |
| Abstract: | Advertising on the World Wide Web is growing at a fast pace. However, it s difficult to compare advertising effectiveness on the Internet relative to standard media, such as broadcast and print, because current measures of advertising effectiveness on the web are not standardized and incorporate significant measurement errors. In this study, the authors investigate issues relating to the accurate measurement of advertising GRPs, Reach, and Frequency on the Internet. |
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