Informing and transforming on the web: an empirical study of response to banner ads for functional and expressive products
Micael DahlnStockholm School of Economics andJonas BergendahlDigiscope
Introduction
The internet is a medium of unprecedented growth, and web marketing poses the biggest threat and opportunity to almost every industry in the twenty-first century (Eighmey and McCord, 1998; Achrol and Kotler, 1999). As consumers move online, so do advertisers. Advertising expenditures on the net increased by 121% to a total of US$4 billion in 1999 and are set to increase more than twentyfold in the next few years,...