Subject Index
 

Richard Foan, managing director of ABC Electronic, describes the history and role of his company and JICWEBS (Joint Industry Committee for Web Standards in UK and Ireland) in auditing internet compani ...

As the online market continues to expand, and the sophistication of online ads grows, measuring the number of users viewing material over the internet is of increasing importance. In this article, And ...

This paper looks at the various approaches of measuring online and internet advertising, its difference from tradition media and whether metrics such as reach and frequency are sufficient. It notes th ...

This paper discusses the 'click-thu', the primary way that users interact with the worldwide web mainly through moving and clicking their mouse. Since clicking represents a conscious decision to view ...

This paper describes a completely new way of measuring Internet audience behavior and combining it with a full cross media survey covering all major media categories and a full TGI database. The reall ...

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or ...

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – ...

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limit ...

This article describes how web analytics can yield important information for marketers about their customers. This can include what promotional methods work best, what product features are most attrac ...

Ian Thomas, of Web Abacus, contends that despite having a tough time recently, the saving grace of online advertising is its measurability. He outlines how web analytics (the discipline of measuring ...

In this article we examine factors that might impact on web advertising recall and recognition. These factors include the viewing mode, duration of page viewing, and web page context factors, includin ...

The debate about which media metric efficiently measures the effectiveness of a web-based advertisement, such as banners, is still alive and well. Nonetheless, the most widely used measure of effectiv ...

This study examines Chinese consumers' perceptions and responses to web banner advertising. Results suggest that just one additional banner exposure improves Chinese users' brand recall, changes their ...

In this paper, we attempt to empirically determine the factors that drive traffic and brand equity in the internet space. Even in 2002 with the internet bubble burst, many companies are still turning ...

This paper concerns the new measures of online advertising effectiveness, and seeks to explain what they are, how they came about and how they can be understood in the light of recent advertising theo ...

The article looks at web activity data and its use in customer management; also the challenges posed by clickstream data for prospect database management. Clickstream contains a mass of data and prope ...

Both online advertisers and publishers have demonstrated a growing interest in using various types of new advertising formats, sizes and implementation methods. The new focus is largely driven by the ...

Webcasting - the delivery of audio and video content over the Internet - is expected to emerge as the next major medium to join the mainstream of broadcasting alternatives for delivering advertisement ...

Online businesses face many challenges, such as building a client base while cutting costs, the need for constant return on investment analysis, the requirement to make decisions on the fly, the const ...

Auditing of page impressions, unique users and time spent on a site is the minimum of data that media owners should provide. Auditing ensures objective comparisons of internet fixed and wireless metr ...

The research demonstrates that a purely behavioural measure of stickiness based on length of time at a website is inadequate. A more reliable measure is a multi-item metric comprised of measures that ...

This short article maintains that click-through is an inadequate measure of on-line advertisement effectiveness and better tracking devices should be used.

This article looks at the measurement of effectiveness of internet marketing, particularly measuring on-line audiences versus measuring on-line ad delivery (on or off-line). He also raises the knotty ...

Online advertising can help build brands and deliver results, but Internet advertising needs to be evaluated effectively. 'Hits' have been proved not to be an adequate currency for measuring, and cach ...

Although the World Wide Web has become an innovative way to reach an ever-fragmenting mass market, the effort to advertise on the Web has been frustrated by some technical and practical problems. This ...

The dramatic increase of Internet usage is accompanied by a similar increase of advertising spending on this new communication vehicle. However, accurate measurements of the effectiveness of Internet ...

The Web is measured in two ways, site-centric and user-centric. There are many cite-centric services including the Coalition for Advertising Supported Information and Entertainment's (CASIE) 'Principl ...

The problems of measuring effectiveness for a campaign on the Internet, and how they may be faced. Ways in which the return on investment may be quantified. From a feature of seven articles on new tec ...

Has the world wide web become a viable alternative to traditional media ? Reach, frequency and gross rating points are used to compare the internet's effectiveness with standard media. The focus of th ...

Advertising on the World Wide Web is growing at a fast pace. However, it is difficult to compare advertising effectiveness on the Internet relative to standard media, such as broadcast and print, beca ...