Banner Advertisements through a New Lens
Micael Dahlén Center for Consumer Marketing, Stockholm School of Economics
The internet is the fastest-growing medium of all time, and electronic marketing posits the biggest threat and opportunity to almost every industry in the 21st century (Eighmey and McCord, 1998; Achrol and Kotler, 1999). As consumers move online, so do advertisers. Advertising expenditures on the net increased by 121 percent to a total of 4 billion dollars in 1999 and are on a pace to increase more than twenty-fold over the next few years (IAB, 1999a; 1999b). As the internet continues to take...