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"Internet advertising research takes many forms. It is used to examine trends in the advertising market, report on increases or decreases in advertising spending, develop usage rates for particular advertising forms, or prepare agency report cards. Other studies focus on such topics as the following: Advertising effectiveness - how well advertisements accomplish goals set for them; Click through rates - percentage of visitors viewing an interactive advertisement and clicking on it to reach the advertiser's home page; Conversion rates - percentage of viewers who make a purchase and convert from viewers to buyers; Returns on advertiser's investment (ROI) - benefit advertiser receives from the advertisement(s) compared with the advertising investment; Consumer opinions about advertising - consumer opinions, beliefs, likes, and dislikes about advertising and effectiveness in raising their awareness, interest, and/or intention to purchase as a result of encountering Internet advertising; How consumers feel about obtrusive pop-up or pop-under advertisements, or floating ads - consumer response to more intrusive, interactive advertisements; Whether or not consumers use ad-cutting software - if consumers use software that blocks Internet advertisements. Branding is another popular online marketing research topic. As more traditional retailers set up shop online, marketing research is used to study if dominant offline brands are successfully driving traffic to their online web storefronts and how consumers respond to branded web sites. Other research investigates the effect online advertising has on brand building. Contrary to popular opinion, results indicate that online banner advertisements are building and maintaining brands. Recent research reveals that while branded sites are effective at delivering the information consumers want, they waste money when they offer services and frills that consumers do not want."

Fonte: Siegel, Carolyn (2004) Internet Marketing: Foundations and Applications, Houghton Mifflin, pp. 160-161.
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