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...