1. The Web as Medium Interactivity :
Continuous construct capturing the quality of a 2-way communication between 2 parties. Two dimensions:
Response time
Response contingency (response of one party contingent upon the response by other party)

2. The Web as Medium
The Web is a Hypermedia Computer-Mediated Environment
Mass Media
Interpersonal and computer-mediated communications
Hypermedia CMEs
Vanderbilt elab:

3. The Web as Medium
Mass Media Model

4. The Web as Medium
Interpersonal Model

5. The Web as Medium
Hypermedia CMEs

6. Consumer Behavior and the Web: FLOW

7. Internet Communications Objectives
To Disseminate Information
To Create Awareness
To Gather Research Information
To Create an Image
To Stimulate Trial
To Improve Customer Service
To Increase Distribution

8. Internet Advertising Sponsorship Banner Ads Pop-Ups Interstitial
Ownership of an entire site or page
Banner Ads
A portion of another owner’s page
Pop-Ups
Small windows that appear automatically
Interstitial
Ads appearing while waiting for a page to load
Push Technologies or Webcasting
Automatic or unsolicited message delivery
Links
Hypertext links to other sites, pages or locations

9. Measures of Effectiveness
KEY TERMS
Hits
Number of requests for a site component
Viewers
Number of visits to a site
Unique visitors
Number of different visitors per period
Clicks (Click-throughs)
Number of visitors clicking on a banner ad
Click-through rate
Ratio of click-throughs from an ad to a page at the advertiser's website
Impressions per page views
Number of times viewers view a page

10. Measures of Effectiveness
Online Measuring
Data on demographics, psychographics, location of access, media used, buying habits, and more.
Recall and Retention
Daily user interviews to measure recall and retention of web content viewed
Nonresponse
Measures of destination after failure to click-through
Surveys
On- and off-line surveys to determine usage factors
Panels
Usage and attitude data obtained from a specific group
Sales
Sales volume keyed to specific times and sites
Tracking
Accumulation of site performance data

11. Sources of Measurement Data
Arbitron
MRI and SMRB
Audit Bureau of Circulation
Internet Advertising Bureau (IAB)
iVALS
PC-Meter
eMarketer
eAdvertiser
Double-Click
24/7
Jupiter, Forrester and MediaMetrics
Business 2.0, Industry Standard, Fast Company
Internet Advertising Report and Individual.com