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THE WORLD WIDE WEB AS AN ADVERTISING MEDIUM:

Published online by Cambridge University Press:  13 November 2003

Pierre Berthon ,
Leyland F. Pitt  and
Richard T. Watson
Pierre Berthon
Affiliation:
Henley Management College & Brunel University, United Kingdom
Leyland F. Pitt
Affiliation:
Henley Management College & Brunel University, United Kingdom
Richard T. Watson
Affiliation:
University of Georgia
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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.

Type
Research Article
Information
Journal of Advertising Research , Volume 36 , Issue 1 , January 1996 , pp. 43 - 54
Copyright
© Copyright © 1960-1996, The ARF

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