How can I best measure the effect of on-line advertising?

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.

How can I best measure the effect of on-line advertising?

Andrew GreenZenithOptimedia

BACKGROUND

The internet is very different from other, more traditional mass media like television or print. It is also a large and fast-growing medium worth around $18.5...