According to conventional wisdom, Internet advertising differs from traditional advertising in
that it is customized, nondisruptive and allows for sales-based efficient tracking via click …

The Internet is the fastest growing medium of all times and electronic marketing posits the
biggest threat and opportunity to almost every industry in the 21st century (Eighmey and …

This article examines the impact of brand familiarity and internet user experience on banner-
ad effectiveness. The results from a large empirical study show that there are major …

Online advertising spending in the United States exceeds $20 billion annually. However,
click rates on display advertisements average only 0.1 percent. Are low click rates evidence …

Purpose–The paper aims to determine the effectiveness of specific online advertisements,
comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing …

Click-through rates are still the de facto measure of Internet advertising effectiveness.
Unfortunately, click-through rates have plummeted. This decline prompts two critical …

Very low click-through rates (CTR) raise serious questions about the effectiveness of banner
advertisements. However, we believe that the effect of a banner ad is not limited by clicks …

While Web advertising tends to be based on a direct response model, there is a growing
debate about the brand building potentials of Web ads. Click-through rates (CTR) are …

This paper explores the impact of banner exposure and clicking on brand-attitude changes
and purchase intention changes. It is found that simple exposure to banner ads does not …