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Marketers historically have tended to rely too much on click- through rates as a metric for success of web advertising. Click- through rate means the proportion of visitors who initiated action with respect to an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service. Technically, click-through rate is the number of times a click is made on the advertise- ment divided by the total impressions (the times an advertise- ment was served up to the consumer during the visit to the website). Thus, Number of click-throughs Click-through rate (%) : Number of impressions Although providing useful information, click-through rates merely measure quantity, not quality, of consumer response. Consider what you learned in this chapter about various ap- proaches to market research. 4-24. What other two or three data collection approaches to measuring the success of a web advertising campaign might be fruitful in providing more meaningful data than just clicks? Hint: Just because the metric relates to the web doesn't mean non-web-based research ap- proaches are inappropriate." 39

Marketers historically have tended to rely too much on click- through rates as a metric for success of web advertising. Click- through rate means the proportion of visitors who initiated action with respect to an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service. Technically, click-through rate is the number of times a click is made on the advertise- ment divided by the total impressions (the times an advertise- ment was served up to the consumer during the visit to the website). Thus, Number of click-throughs Click-through rate (%) : Number of impressions Although providing useful information, click-through rates merely measure quantity, not quality, of consumer response. Consider what you learned in this chapter about various ap- proaches to market research. 4-24. What other two or three data collection approaches to measuring the success of a web advertising campaign might be fruitful in providing more meaningful data than just clicks? Hint: Just because the metric relates to the web doesn't mean non-web-based research ap- proaches are inappropriate." 39

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Marketers historically have tended to rely too much on click- through rates as a metric for success of web advertising. Click- through rate means the proportion of visitors who initiated action with respect to an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service. Technically, click-through rate is the number of times a click is made on the advertise- ment divided by the total impressions (the times an advertise- ment was served up to the consumer during the visit to the website). Thus, Number of click-throughs Click-through rate (%) : Number of impressions
Transcribed Image Text:Marketers historically have tended to rely too much on click- through rates as a metric for success of web advertising. Click- through rate means the proportion of visitors who initiated action with respect to an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service. Technically, click-through rate is the number of times a click is made on the advertise- ment divided by the total impressions (the times an advertise- ment was served up to the consumer during the visit to the website). Thus, Number of click-throughs Click-through rate (%) : Number of impressions
Although providing useful information, click-through rates merely measure quantity, not quality, of consumer response. Consider what you learned in this chapter about various ap- proaches to market research. 4-24. What other two or three data collection approaches to measuring the success of a web advertising campaign might be fruitful in providing more meaningful data than just clicks? Hint: Just because the metric relates to the web doesn't mean non-web-based research ap- proaches are inappropriate." 39
Transcribed Image Text:Although providing useful information, click-through rates merely measure quantity, not quality, of consumer response. Consider what you learned in this chapter about various ap- proaches to market research. 4-24. What other two or three data collection approaches to measuring the success of a web advertising campaign might be fruitful in providing more meaningful data than just clicks? Hint: Just because the metric relates to the web doesn't mean non-web-based research ap- proaches are inappropriate." 39
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