The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency
本文讨论了万维网作为广告媒介的角色及其在营销传播组合中的位置，提出了衡量网站效率的概念框架，定义了五种网络广告传播活动的效率指标，并给出了网站整体效率的衡量方法。
This paper discusses the role of the World Wide Web as an advertising medium and its position in the marketing communication mix. It introduces a conceptual framework for measuring the efficiency of a Web site. Efficiency indexes are defined for five Web advertising communication activities, and an overall measure of Web site efficiency measure is presented.