THE WORLD WIDE WEB AS AN ADVERTISING MEDIUM

Pierre Berthon, Leyland F. Pitt and Richard T. Watson

Journal of Advertising Research, 1996, vol. 36, issue 1, 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.

Date: 1996
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