인터넷 광고효과의 측정 방법 = Methods of Measuring Internet Advertising Effects

다국어 초록 (Multilingual Abstract)

Internet advertising is effective and efficient in establishing an adverising plan because it can collect and analyse the measurements gathering from both server site system and meassurement solution for audiences. In measuring internet advertising effects, one of the traditional methods, the hierarchy of marketing communuication deffects, can be applied. However, because of distinctive characteristic of the medium of adverisement, there is current tendency to measure by analyzing two different effects; exposure effects and interactive effects. In spite of internet advertising effectiveness, there are several problems to be solved: 1) terminological and technical standardization in measuring internet advertising effects is not well established, 2) there are legal obstacles in measuring internet advertising effects, and 3) there may be measurement errors depending on measurement methods.
An advertiser should use different approaches in selecting a hierarchy of marketing communication effects depending on two different objectives; obtaining exposure effects and/or obtaining interactive effects. For example, a marketer needs to recognize that a large enterprise, which is using banner advertisement as a supplementary means of IMC(integrated marketing communications), may expect to raise awareness level of existing brand before raising click-through rates as a home-page. He or she also needs to be aware that a medium/small-sized enterprise tends to put more emphasis on purchasing response (transaction). Web measurement providers must try to obtain advertiser's trust by standardizing measurement methods and improving techniques that can satisfy advertiser's expectations.
This study is designed to develop terminological and technical standardization in measuring internet advertising effects. However, this paper has a limitation. This paper does not suggest specific alternatives, because it relies on review of literature that is not verified through experimental analysis and valid testing procedure. Despite the fact that this study does not suggest creative models, this study may be helpful for further studies by providing related information on this topic and by pinpointing foci of discussion. At the same time, the facts found from this study may also be helpful for internet marketing planners by providng valuable suggestions on levels of strategy and management.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 인터넷 광고효과의 측정방법에 관한 이론적 고찰
• 1. 용어의 정의 및 Web측정 문제
• 2. 인터넷 광고 캠페인의 목표설정
• 3. 인터넷 광고효과의 측정방법
• 1) 노출 효과 측정
• 2) 상호 작용 효과 측정
• 3) 노출/상호작용 효과측정의 종합모델
• 4) 마케팅 커뮤니케이션 단계별 효과측정
• Ⅲ. 요약 및 결론
• 1. 요약
• 2. 결론
• <참고문헌>