| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 87 === With the increasing popularity of Internet, web ads are also growing very fast. However, we lack standards to measure the effectiveness of web ads now, and most research studied the effectiveness of web ads under different situation variables, or studied if the effectiveness of web ad exposure or click-throughs are as expected. There is little research studying the methods to measure advertising effectiveness on the web, so the research use secondary data to understand the methods to measure the effectiveness of web advertisements now and compare each other.
Based on the discussion of web ad related research, the effectiveness of web ads can be measured by three methods:
1. From users’ psychology─similar with traditional media, using questionnaires or focus group to measure the effectiveness.
2. From users’ behavior─similar with radio or TV, electronic media, using panel to measure the effectiveness.
3. From servers─similar to newspaper or magazines, circulation media, using statistic data from servers to measure the effectiveness.
The secondary data analysis of exploratory research was used in this research, and the secondary data includes famous foreign academic journals, domestic thesis and dissertation, and web site data from 1994 to march 1999.
The result of this research showed that:
1. The dimensions of measuring from servers and users’ behavior are exposure metrics and interactivity metrics, and both of them are to measure media effectiveness.
2. The dimensions of measuring from users’ psychology are awareness of ads, brand names, and products; perception of ads, brand names, and products; attitude toward ads, brand names, and products; consumer loyalty. And it is to measure ad communication effectiveness.
3. Measuring from servers focused on a single web site and the statistic data can include the surfers all over the world, but it can’t be used to compare one site data with another. Measuring from users’ psychology can be used to compare one site with another or rank them, but the statistic data just includes one sampling district not the whole world.
4. Measuring from servers has some technological problems, such as the recognition of visitor, cache, proxy server, and so on; measuring form users’ behavior can deal with these problems, but same with measuring from users’ psychology, it has statistical errors.
Using the model of the conversion process on the web to develop the methods to measure the efficiency of web ads:
Awareness efficiency1 = ad request / surfers
Awareness efficiency2 = ad display / surfers
Awareness efficiency3 = ad download / surfers
Awareness efficiency4 = ad impression / surfers
Awareness efficiency5 = ad views / surfers
Attractability efficiency = click-through rate
Contact efficiency = visits (visit time more than X) / visits
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