IS INTERNET ADVERTISING READY FOR PRIME-TIME

Advertising on the World Wide Web is growing at a fast pace. However, it is difficult to compare advertising effectiveness on the Internet r elative to standard media, such as broadcast and print, because curren t measures of advertising effectiveness on the Web are not standardize d and incorporate significant measurement errors, in this study, we in vestigate issues relating to the accurate measurement of advertising G RPs, Reach, and Frequency on the Internet. Moreover, we suggest critic al measurement issues that need to be resolved before Internet adverti sing can be considered as an integral part of a company's media mix.