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Marketing Metrics
book

Marketing Metrics

by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein
February 2010
Intermediate to advanced content levelIntermediate to advanced
432 pages
10h 29m
English
Pearson
Content preview from Marketing Metrics

9. Advertising Media and Web Metrics

Introduction

Key conepts 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

Rich Media Display Time

Rich Media Interaction Rate

Clickthrough Rates

Cost per Impression, Cost per Click, and Cost of Acquisition

Visits, Visitors, and Abandonment

Bounce Rate

Friends/Followers/Supporters

Downloads

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 ...

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Publisher Resources

ISBN: 9780137053094Purchase book