DETERMINANTS OF INTERNET ADVERTISING EFFECTIVENESS
An empirical study
George BaltasAthens university
Introduction
Advertising on the internet began in the middle of the past decade, when the first banner advertisements were placed in commercial websites (Zeff & Aronson 1999). Although there are several forms of internet advertising, such as banners, interstitials and popup windows, banner ads are the most prevalent. Banner ads have dominated web advertising and become the standard advertising format on the internet (Cho et al. 2001).
Banner advertisements are rectangular displays on a web page that serve a leadin to the visitor to find out...