9. Advertising Media and Web Metrics


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



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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