Semantic Scholar Open Access 1996 466 sitasi

The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency

P. Berthon L. Pitt R. Watson

Abstrak

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.

Topik & Kata Kunci

Business

Penulis (3)

P. Berthon

L. Pitt

R. Watson

Format Sitasi

APA MLA BibTeX

Berthon, P., Pitt, L., Watson, R. (1996). The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency. https://doi.org/10.1017/S0021849996960067

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Informasi Jurnal

Tahun Terbit: 1996
Bahasa: en
Total Sitasi: 466×
Sumber Database: Semantic Scholar
DOI: 10.1017/S0021849996960067
Akses: Open Access ✓