web banner ads in online newspapers
A crossnational comparison of India and Korea
Kartik Pashupati andJeng Hoon Lee Florida State University
INTRODUCTION
In the past few years, the world wide web has emerged as an important advertising medium. Internet advertising takes several different forms, among which web banner ads are probably the most prominent. In spite of the recent worldwide economic downturn, coupled with scepticism about low clickthrough rates for web banners, the online advertising industry is expected to continue its growth in the coming years. This paper presents the results of a comparative content analysis of...