Advertising on the Web: Is There Response before Click-Through?

A study of Web banner advertising that measured attitudes and behavior found important attitudinal shifts even without click-through.

Advertising on the Web: Is There Response before Click-Through?

Nigel Hollis and Rex Briggs

Since advertising on the World Wide Web began in 1994, marketers have asked the same question they ask of all advertising in any media: Does it work? More specifically, do banner ads (those small, hyperlinked pixel displays popping up on public Web sites) actually provide a vehicle for effective commercial communication? As marketers are projected to spend billions of dollars on Web advertising in the next few years, this question becomes increasingly important.

Until now, the only available answer has been partial at best....

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