Is Internet Advertising Ready for Prime Time?

Advertising on the World Wide Web is growing at a fast pace. However, it is difficult to compare advertising effectiveness on the Internet relative to standard media, such as broadcast and print, because current measures of advertising effectiveness on the Web are not standardized and incorporate significant measurement errors.

Is Internet Advertising Ready for Prime Time?

Xavier Drèze University of Southern California

Fred Zufryden University of Southern California

The authors would like to acknowledge and thank Paul Grand. CEO of Word of Net, for providing the data used...