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THE WORLD WIDE WEB AS AN ADVERTISING MEDIUM:

  • Pierre Berthon (a1), Leyland F. Pitt (a1) and Richard T. Watson (a2)

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.

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