Generating website traffic

Johanna S. Ilfeld and Russell Winer

In this paper, we attempt to empirically determine the factors that drive traffic and brand equity in the internet space.

Generating Website Traffic

Johanna S. IlfeldandRussell S. WinerUniversity of California at Berkeley

Billions of dollars are spent promoting brands every year and internet brands, in particular, are (or at least at one time, were) competing against each other feverishly to establish brand recognition and consumer awareness. Table 1 shows the amounts of money spent in the first half of 2000 supporting internet sites. While the vast majority of it is in offline media, millions are being spent online as well. Other than advertising, commonly used communications vehicles consist of public relations to stimulate word-of-mouth, sales promotions, and...

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