IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00143482.html
   My bibliography  Save this paper

Mesures d'audience sur internet : à la croisée des chemins entre approche publicitaire et marketing direct

Author

Listed:
  • Pierre Desmet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Alain Goudey

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Pauline de Pechpeyrou

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Principalement sous forme de bannières, la communication sur Internet offre des possibilités de communication attractives mais ne représente encore qu'une très faible partie des investissements publicitaires, tous médias considérés. La mesure de l'audience et sa qualification sont essentielles tant pour le site que pour l'annonceur. Cet article présente les caractéristiques et les différences entre les mesures de fréquentation sur le site et celles effectuées à partir de panels. Sont ensuite abordés les obstacles, tant méthodologiques que techniques qui restent encore à surmonter pour harmoniser les méthodes de mesure d'audience

Suggested Citation

  • Pierre Desmet & Alain Goudey & Pauline de Pechpeyrou, 2003. "Mesures d'audience sur internet : à la croisée des chemins entre approche publicitaire et marketing direct," Post-Print halshs-00143482, HAL.
    • Handle: RePEc:hal:journl:halshs-00143482
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Keywords

    audience; internet;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00143482. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.