Measuring the brand effects of banner advertising campaigns.

Lars Bergkvist, Jonas Melander and Marcus Fristrom

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....

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