Hofacker, Charles F.; Murphy, Jamie - In: European Journal of Marketing 32 (1998) 7/8, pp. 703-712
Explores one of the many exciting advertising research possibilities spawned by the Web, namely the efficacy of banner … advertisements designed to lure the browser to an external Web page. Traditional advertising research usually relies on self … positive effect. These findings, using a new research method with a new medium, open the door to further advertising and …