The aim of the paper is to describe, through a preliminary case study, how to measure the outcomes of a traditional advertising campaign through web-metrics, which are usually adopted to evaluate the success of the company communication via the Internet. The results clearly show that web-metrics (compared to traditional thought-recall/listing measures), allow wider and multi-faceted insights about the customer response to advertising. Furthermore, web-metrics overcome the traditional measures in terms of timeliness of information, and for what concern the time and costs needed for data gathering and elaboration.

Performance Measurement of Advertising Actions: Can Web-Metrics Improve Management Control Processes?

CASTELLANO, NICOLA GIUSEPPE;Del Gobbo R.
2016

Abstract

The aim of the paper is to describe, through a preliminary case study, how to measure the outcomes of a traditional advertising campaign through web-metrics, which are usually adopted to evaluate the success of the company communication via the Internet. The results clearly show that web-metrics (compared to traditional thought-recall/listing measures), allow wider and multi-faceted insights about the customer response to advertising. Furthermore, web-metrics overcome the traditional measures in terms of timeliness of information, and for what concern the time and costs needed for data gathering and elaboration.
Castellano, NICOLA GIUSEPPE; Del Gobbo, R.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11568/875933
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