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.

Measuring The Brand Effects Of Banner Advertising Campaigns

Lars BergkvistManaging Director, CQ Marketing Research AB, Sweden.Marcus FriströmInternational Marketing Manager, DoubleClick, Sweden. andJonas MelanderIT Manager, CQ Marketing Research, Sweden.

INTRODUCTION

In the early days of Internet advertising the focus was mainly on the features that make Internet advertising different from most other forms of advertising, i.e. interactivity and the possibility of many-to-many communication (Hofacker and Murphy, 1998; Hoffman and Novak, 1996, 2000). Ads on websites were seen mainly as a means to generate traffic to other web pages (i.e. click-through), where the advertiser offered additional...

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