Effects of configuration and exposure levels on responses to web advertisements

David R. Fortin, Jean Louis Chandon and Mohamed Saber Chtourou

The debate about which media metric efficiently measures the effectiveness of a web-based advertisement, such as banners, is still alive and well.

effects of configuration and exposure levels in responses to web advertisements

Jean-Louis ChandonUniversty of Aix Marseille IIIMohamed Saber ChtourouUniversity of Paris XII andDavid R. FortinUniversity of Canterbury, New Zealand

Advertising is still one of the few revenue sources for companies operating on the internet, other sources being still in experimental stages(E-commerce, pay per click, transaction-based, and so on). Internet advertising has grown rapidly to reach $8.2 billion in the United States in 2000 (a 78 percent growth over 1999). Sales for Q4 grew to $2.2 billion (Internet Ad Revenue Report 2000), but are now...

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