Measuring the effectiveness of online advertising campaigns inthe aspect of e-entrepreneurship

A fast and problem-free access to information is a very special good in the contemporary entrepreneurship. Over a span of recent years the internet has become one of the main marketing communication channels and online advertising is permanently present in advertising campaigns of both large and small companies. The main goal of the article is to present the model forms of effectiveness of online advertising and analyse the online advertising effectiveness. It has been assumed that the greater effectiveness of online advertising contributes to improving the entrepreneurship among entities that use it. The article contains hypothesis that online advertising is the effective form of advertising. The hypothesis has been verified on the basis of desk research, as well as exploratory and experimental research. (C) 2015 The Authors. Published by Elsevier B.V.