Measurement of brand effectiveness of online advertising.

Liesbeth Hop

How people find a company or product brand on the Internet is a major question if one intends to use the Internet to build brand awareness, perception and loyalty.

Measurement Of Brand Effectiveness Of Online Advertising

Liesbeth HopCEO, CEO Pro Active International, Netherlands.

INTRODUCTION

As from the start of the Internet as a commercial communication channel, Online Advertising was often considered to be a Direct Marketing tool by advertisers. In that case, the major goal of online advertising was to generate visits to their own website by inviting the audiences to click on the ad campaigns.

Nowadays, more and more advertisers start to realize that online advertising offers an interesting way to build their brands among their target groups.

TABLE 1: TYPES OF EFFECTIVENESS OF ONLINE ADVERTISING

  1. Direct...

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