Measuring paid media

Laurent Florès

Chapter Chapter 4 in How to Measure Digital Marketing, 2014, pp 89-111 from Palgrave Macmillan

Abstract: Abstract For most brands, “paid” advertising or communication has always been one of the most natural ways of raising awareness. This is also the case for digital media. Yet, while the monitoring of effectiveness is well established for advertising in “offline” media, it is not always implemented on the Internet.

Keywords: Purchase Intention; Media Plan; Video Advertising; Brand Awareness; Video Format (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34069-6_4

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DOI: 10.1057/9781137340696_4

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