Informing and Transforming on the Web: An Empirical Study of Response to Banner Ads for Functional and Expressive Products

This article examines the effectiveness of banner ads for functional and expressive products. The results from a large empirical study show that there are major differences between the performances of banner ads for the two product types.

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,...