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Belch: Advertising and
Promotion, Sixth Edition
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V. Developing the
Integrated Marketing
Communications Program
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Ad Clicks Unique
impressions visitors
3
Currency metrics
15. The Internet and
Interactive Media
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Total
visits
Page
impressions
ing demographics, psychographics, location of Web access, media usage, and buying
habits. Clients can determine who saw their ads, determine reach, and ascertain whether
the right target audience was reached. Advertisers can test the impact of their messages,
receiving a report detailing impressions and clicks by time of day and day of the week.
In another joint venture, Amazon.com paid $250 million in stock to acquire Alexa,
a little-known service. The service tracks what sites are on the Internet and where, as
well as who, goes to them. The appeal of Alexa is that it goes beyond “cookies,” which
don’t track a user’s other Web visits. Alexa collects data on all Web activity by any
user who signs up for it. Measures as to how much traffic a site gets, whether users like
the site, and where they go next are all reported. The database is already twice the size
of all the printed matter in the Library of Congress. 21
Recall and Retention Ipsos-ASI performs 20,000 continuous daily interviews
with Web users to determine recall and whether viewers remember the ads they see, as
well as whether there is a “halo-effect” among ads.
Surveys Survey research, conducted both online and through traditional methods,
is employed to determine everything from site usage to attitudes toward a site. Brand
Optics tracks responses of Internet users to ads, e-mails, and other communications
using cookies and surveys to track effectiveness.
Sales Of course, for the e-commerce marketers, a prime indicator of effectiveness
is the number of sales generated. Adding information regarding demographics, user
behaviors, and so on, can increase the effectiveness of this measure.
Tracking Some companies now offer more traditional tracking measures. For
example, Dynamic Logic, Inc., provides information such as brand awareness, ad
recall, message association, and purchase intent.
The above measures reveal that the Internet has its own set of criteria for measuring
effectiveness and is also borrowing from traditional measures—for example, brand
recall is becoming a major area of focus. 22 In 2002 the Association of Advertising
Agencies and the Association of National Advertisers announced a system called
Advertising Digital Identification (Ad-Id). Ad-Id assigns advertising across all media a
specific media code to facilitate cross-media buys. The goal of the coalition is to
develop cross-media standards employing reach/frequency comparisons that include
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© The McGraw−Hill
Companies, 2003
Figure 15-9 Use of
metrics by participating
companies
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Chapter Fifteen The Internet and Interactive Media