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Measuring paid media

In: How to Measure Digital Marketing

Author

Listed:
  • Laurent Florès

Abstract

For most brands, “paid” advertising or communication has always been one of the most natural ways of raising awareness. This is also the case for digital media. Yet, while the monitoring of effectiveness is well established for advertising in “offline” media, it is not always implemented on the Internet.

Suggested Citation

  • Laurent Florès, 2014. "Measuring paid media," Palgrave Macmillan Books, in: How to Measure Digital Marketing, chapter 0, pages 89-111, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34069-6_4
    DOI: 10.1057/9781137340696_4
    as

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