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May 2022

The World Wide Web as an advertising medium: Toward an understanding of conversion efficiency

Author(s): Pitt, L. F., Watson, R. T.

Journal/Book: J Adver Res. 1996; 36: 641 Lexington Ave, New York, NY 10022. Advertising Res Foundation. 43-54.

Abstract: This paper discusses the role of the World Wide Web as an advertising medium and its position in the marketing communication mix. It introduces a conceptual framework for measuring the efficiency of a Web site. Efficiency indexes are defined for five Web advertising communication activities, and an overall measure of Web site efficiency measure is presented.

Note: Article P Berthon, Henley Management Coll, Henley on Thames, Oxon, England


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