Measuring Users' Web activity to evaluate and enhance advertising effectiveness

被引：36

作者：

Bhat, S ^{[1
]}

Bevans, M ^{[1
]}

Sengupta, S ^{[1
]}

机构：

[1] San Francisco State Univ, San Francisco, CA 94132 USA

来源：

JOURNAL OF ADVERTISING | 2002年 / 31卷 / 03期

关键词：

D O I：

10.1080/00913367.2002.10673679

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The focus in this research note is on the various tools used to measure the effectiveness of Web advertising. On the basis of a review of the literature and industry practice, we discuss the objectives, advantages, disadvantages, and measurement details of the different measures that track Web users' activity. We also discuss how these metrics can be used to evaluate Web advertising and make informed decisions about advertising strategy.

引用

页码：97 / 106

页数：10