Chapter 9. Advertising Media and Web Metrics
Introduction
Metrics covered in this chapter:
Advertising: Impressions, Gross Rating Points, and Opportunities-to-See
Cost per Thousand Impressions (CPM) Rates
Reach/Net Reach and Frequency
Frequency Response Functions
Effective Reach and Effective Frequency
Share of Voice
Impressions, Pageviews, and Hits
Clickthrough Rates
Cost per Impression, Cost per Click, and Cost of Acquisition
Visits, Visitors, and Abandonment
Advertising is the cornerstone of many marketing strategies. The positioning and communications conveyed by advertising often set the tone and timing for many other sales and promotion efforts. Advertising is not only the defining element of the marketing mix, but it is also expensive ...
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