Skuteczność i efektywność reklamy internetowej
a specyfika środowiska wirtualnego – nowe podejście
do modelu pomiaru
Effectiveness and Efficiency of Online Advertising and the Nature
of Virtual Environment – a New Approach to Measurement
Framework
Author(s): Nikodem SarnaSubject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies, Business Ethics
Published by: Społeczna Akademia Nauk
Keywords: effectiveness; efficiency; online advertising; framework; measurement; metrics; analytics
Summary/Abstract: The Internet offers unique opportunities in terms of users activity and online adcampaigns analytics. Given that, evaluations of effectiveness and efficiency of the latter canbe more granular and precise. This paper proposes a clear and practical framework for measurement of digital advertising effectiveness and efficiency, based on widely recognized metrics and definitions.
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 20/2019
- Issue No: 8
- Page Range: 161-173
- Page Count: 15
- Language: Polish