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Les bandeaux publicitaires sur Internet : mesures d’efficacité

Author

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  • Carole Onnein-Bonnefoy

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Cet article se propose de reconsidérer la question de la définition et de la mesure de l'efficacité des bandeaux publicitaires sur Internet, à notre avis trop réduite. Il s'articule autour de trois parties : la définition des objectifs des bandeaux publicitaires (essentiellement un objectif comportemental), la présentation des outils de mesure de l'audience publicitaire (le PAP) et de l'efficacité publicitaire (le taux de clics) et enfin la proposition d'une définition plus large de l'efficacité des bandeaux publicitaires. En effet, le taux de clics ne nous semble pas refléter à lui seul l'impact des bandeaux et nous pensons qu'il est indispensable de prendre en compte l'ensemble des réactions affectives et cognitives suscitées par les bandeaux.

Suggested Citation

  • Carole Onnein-Bonnefoy, 1997. "Les bandeaux publicitaires sur Internet : mesures d’efficacité," Post-Print halshs-02926107, HAL.
    • Handle: RePEc:hal:journl:halshs-02926107
    DOI: 10.7193/DM.011.87.93
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