A common mistake is to equate hits with visits or page views. Impressions is the gross number of exposures of a media irrespective of the number of people who see it. Impressions are the number of banners of an advertiser that have been downloaded along with the respective pages by Internet users. A measure of effectiveness of advertising that is used is the click through. The number of times a particular banner has been clicked on is converted into a percentage and viewed as a measure of effectiveness.
Internet advertising offers scope for accountable cost effective advertising.
Like all other media the Internet has its advantages and its disadvantages. Advertisers need to learn how to integrate the online medium into the overall marketing plan to derive the best of all media.