In-Direct Response to Online Advertising: Best Practices in Measuring Response Over Time Continental Airlines Case Study

Topics:
Internet Advertising,
Internet Market Research,
Marketing Strategy
Tags:
Activity,
Best Practice,
Branding,
Continental Airlines Inc.,
DoubleClick Inc.,
Marketing,
Online Advertising
Source:
DoubleClick

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Overview: Even with a well-established brand such as Continental Airlines, online creative has a significant role in in-direct response activity attributed to view-through. Some portion of activity counted in view-through is directly attributable to the online advertising even though the degree of impact may change due to the brand, the campaigns goals, time and the ads utilized. For most advertisers, the only option currently available is to attribute all or none of the view-through activity to the online campaign, but the actual performance lies somewhere in between.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 132KB | Date: Jul 2004 | Pages: 4

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