This chapter reviews measures of advertising effectiveness in research and practice from the pre-digital to the digital era. A focus on efficacy and ethics in terms of measurement and consumer privacy issues associated with collecting, monitoring and learning from digital metrics is discussed. Research questions related to persuasion knowledge and digital privacy are posed.
|Original language||English (US)|
|Title of host publication||Handbook of Research on Digital Media and Advertising|
|Subtitle of host publication||User Generated Content Consumption|
|Number of pages||21|
|State||Published - 2010|
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)