Is Internet Advertising Ready for Prime Time?
Xavier Dreze and Fred Zufryden
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...
