The Use of Banner Advertisements with Pull-Down Menus: A Copy Testing Approach

This paper examines the effectiveness of Web banner advertisements in terms of several widely employed copy-testing measures.
  

The Use of Banner Advertisements with Pull-Down Menus: A Copy Testing Approach

Mark BrownSchool of Marketing, Griffith University, Australia.

INTRODUCTION 

As an indication of the increasing popularity of Internet advertising, overall Web advertising revenue in the United States has grown consecutively for the past eighteen quarters with revenues for the first half of 2000 reaching $4.1 billion U.S. (CyberAtlas 2000a). Online advertising is manifested in a variety of forms, including pop-up windows, ...

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