Banner advertisement pricing, measurement, and pretesting practices: Perspectives from interactive agencies

Journal of Advertising

Volumn 31, Issue 3, 2002, Pages 59-67

  Shen, Fuyuan ^a  

^a PENNSYLVANIA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0039484211     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2002.10673676     Document Type: Article

References (23)

1. Ames, Gary Adna, Deborah L. Lindberg, and Khalid A. Razaki (1999), “Web Advertising Exposures, ” The Internal Auditor, 56 (5), 51-54.
2. Boyd, Harper W. and Michael L. Ray (1971), “What Big Agency Men in Europe Think of Copy Testing Methods, ” Journal of Marketing Research, 8, 218-133.
3. CASIE (1997), Glossary of Internet Advertising Terms and Interactive Media Measurement Guidelines, New York: Association of National Advertisers.
4. Coffey, Steve (2001), “Internet Audience Measurement: A Practitioner’s View, ” Journal of Interactive Advertising, 1 (2), [http://www.jiad.org/].
5. Department of Commerce (1999), The Emerging Digital Economy, Washington, DC: Department of Commerce.
6. Dreze, Xavier and Fred Zuftyden (1998), “Is Internet Advertising Ready for Prime Time, ” Journal of Advertising Research, 38 (3), 7-18.
7. Ephron, Erwin (1997), “Or Is It an Elephant? Stretching our Minds for a New Web Pricing Model, ” Journal of Advertising Research, 37 (2), 96-98.
8. FAST (2000), “Principles of Online Media Audience Measurement, ” [http://www.fastinfo.org/measurement].
9. Hoffman, Donna L. and Thomas P. Novak (2000), “Advertising Pricing Models for the World Web, ” in Internet Publishing and Beyond, D. Hurley, B. Kahin, and H. Varian, eds. Cambridge: MIT Press, 45-61.
10. Hyland, Tom (2001), ‘Web Advertising a Year of Growth, ” [http://www.iab.net/].
11. Internet Advertising Bureau (1999), “Metrics and Methodology, ” [http://www.iab.net/].
12. Jobber, David and Anthony Kilbride (1986), “How Major Agencies Evaluate TV Advertising in Britain, ” International Journal of Advertising, 5, 187-195.
13. King, Karen W., John D. Pehrson, and Leonard N. Reid (1993), “Pretesting TV Commercials: Methods, Measures and Changing Agency Roles, ” Journal of Advertising, 22 (3), 86-98.
14. Krishnamurthy, Sandeep (2000), “Deciphering the Internet Advertising Puzzle, ” Marketing Management, 9 (3), 34-40.
15. McFarland, Doug (1998), ‘Web Measurement Needs Standards, But Whose?” Advertising Age, (May 11), 48.
16. Meeker, Mary (1997), The Internet Advertising Report, New York: HarperCollins.
17. Mottl, Judith (1999), “The Trouble With Online Ads, ” Information Week, (October 11), 90-93.
18. Novak, Thomas P. and Donna L. Hoffman (1996), “New Metrics for New Media: Toward the Development of Web Measurement Standards, ” [http://www2000.ogsm.vanderbild.edu/].
19. Ott, Karalynn (1999), “Seeking Ad Measurement Standards: Internet Ad Community Trying to Agree on Terms for Comparison, ” Advertising Age's Business Marketing, 84 (September), 24-25.
20. Parsons, Andrew J. (1997), ‘The Impact of Internet Advertising: New Medium or New Marketing Paradigm?” in Understanding the Medium and Its Measurement: ARF Interactive Media Research Summit III, New York: Advertising Research Foundation, 5-16.
21. Sweeney, Terry (2000), ‘Web Advertising: Money to Bum - Clickthrough Rates on Online Ads Are Declining, But True Believers Say There’s No Place Like the Web to Build the Brand, ” Internet Week, (October), 57-58.
22. Uyenco, Beth and Helen Katz (1996), “Mastering the Web: What We Have Learned so Far?” in Bringing Clarity to New Media: ARF Interactive Media Research Summit II, New York: Advertising Research Foundation, 138-169.
23. Zeff, Robbin and Brad Aronson (1999), Advertising on the Internet, New York: John Wiley & Sons.