Caught in the web

The author recently analyzed Nielsen//NetRatings reach, frequency and click-through data for several popular Internet domains.

Caught In The Web

From ad weary to ad wearout

Craig Gugel Executive Principal, Director of Strategic Insights, Optimedia International, United States.

COMMERCIAL CLUTTER AND REDUCED IMPACT OF TV AD CAMPAIGNS

'The trade of advertising is now so near to perfection that it is not easy to propose any improvement.' The Idler, 1759.

While this statement may have elicited numerous positive responses from various marketing constituencies 242 years ago, today most ad practitioners would probably agree that the complex media marketplace that continues to evolve is anything but perfect.

As we settle in to the new millennium,...

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