Does Anyone Really Know If Online Ad Campaigns Are Working? An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet
Paul J. Lavrakas
Sherrill Mane and Joe Laszlo
Interactive Advertising BureauINTRODUCTION
The effectiveness of Internet advertising has been measured for more than a decade. There are, however, many who remain uncertain about—and others who are dissatisfied with—whether most of the studies that measure the effectiveness of this form of advertising generate accurate (reliable and valid) results that can be interpreted and applied with confidence by those for whom these studies are...