Do Online Ads Boost Brands?

Topics:
Brand Management
Tags:
Advertisement,
Brand,
Branding,
Interbrand,
Internet,
Marketing,
Online Advertising
Source:
Interbrand

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Overview: From the executive summary: ‘When the Internet was first used for advertising, the watchword was accountability. As visitors to Web sites could be traced from first sight of an ad to an online purchase, it seemed that marketers had finally found an instantly traceable way to account for the success or failure of advertising.’ The paper explores the issue of whether Internet advertising is an effective approach to brand building.

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Format: HTML | Date: Mar 2003 | Pages: 1

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