【正文】 ects longterm brand equity, not necessarily shortterm sales. They contend that equity variables such as brand or ad awareness are better gauges of advertising effectiveness. In this spirit, Briggs and Hollis (1997) have shown using Milward Brown’s Brand Dynamics? system(Dyson, Farr, and Hollis, 1996), that banner ads can have an impact on consumers’ attitudes toward a brand independent of clickthrough. Briggs and Hollis’ study, bined with the decline in clickthrough rate, begs the questions (1) why do banner ads seem to be ineffective。 and, (4) are memorybased measures such as recall or awareness moreappropriate? To address these questions, we utilized an eyetracking device to investigate onlinesurfers’ attention to online advertising. Then we conducted a largescale survey of Interusers’ recall, recognition, and awareness of banner advertising. Our research suggests that the reason why clickthrough rates are low is that surfers actually avoid looking at banner ads during their online activities. This suggests that the larger part of a surfer’s processing of banners will be done at the preattentive level. If such is the case,clickthrough rate is an ineffective measure of banner ad performance. Our research also showsthat banner ads do have an impact on traditional memorybased measure of effectiveness. Thus,we claim that advertisers should rely more on traditional brand equity measures such as brandawareness and advertising recall. Finally, our study shows that although repetition leads to lower clickthrough rates, it has a beneficial impact on brand awareness and advertising recall. Introduction As the Inter matures into a viable mercial medium, many web sites (., Lycos,Go Network, Yahoo!) rely on advertising to finance their operations. The lure of advertising is such that some panies provide users with free Inter access (., , )and even free puters (., ) in exchange for their eyeballs (Berst 1999). This should not e as a surprise as advertisers have long used every conceivable vehicle to display their messages in front of the gazing eyes of potential customers, be it magazines, television, or racecars. As the Inter bees more mainstream, many panies are budgeting significant dollar amounts for online advertising. The Inter Advertising Bureau (1999) reports 1998 online advertising expenditure of $ billion, more than double 1997 revenues. The bulk of this expenditure is allocated to banner ads. Banner ads typically consist of rectangular images displayed at the top of web pages and contain the message that the advertiser wants to send to web surfers. The most widely used measure of online advertising effectiveness is the percentage of the total number of ad exposures that induce the surfer to actually click on the banner in response to the advertised message. This measure is known as the clickthrough rate (Novak and Hoffman 1997). Clickthrough rate has bee such a dominant measure that in 1996 Procter and Gamble made a deal with Yahoo! in which Pamp。, an alternate layout for Voil224。這種下降反映了四個(gè)關(guān)鍵問題：（ 1）為什么橫幅廣告是無效的；（ 2）做什么可以提高網(wǎng)絡(luò)廣告效力；（ 3） 是否點(diǎn)擊率作為一個(gè)即時(shí)措施 不足以評(píng)估 在線廣告；（ 4） 是否以記憶為核心的措施例如喚醒或使之記得更為有效？為了解決這些問題，我們利用了一個(gè)眼球追蹤裝置，在線調(diào)查網(wǎng)友們注意的在線廣告。 簡(jiǎn)介： 隨著網(wǎng)絡(luò)作為一個(gè)可行的商業(yè)媒體的成熟，許多網(wǎng)站（如 Lycos公司轉(zhuǎn)到網(wǎng)絡(luò)，雅虎）更多的依靠廣告來支持他們的運(yùn)營(yíng)。這項(xiàng)措施被稱為點(diǎn)擊率（諾瓦克和霍夫曼， 1997 年）。他們爭(zhēng)辯說，股權(quán)如品牌或廣告意識(shí)變量廣告效果更好的評(píng)價(jià)標(biāo)準(zhǔn)。下面部分涉及后續(xù)研究的結(jié)果，即在更廣泛的 樣本即網(wǎng)民（ 807人）中對(duì)第一項(xiàng)研究中產(chǎn)生的假說進(jìn)行測(cè)試。 Siddarth (1999)的報(bào)告說明因?yàn)閺V告而換臺(tái)的比率低于 3%。這種討厭其實(shí)非常普遍，以至于各種軟件中事實(shí)上有著防止瀏覽器下載廣告的程序。 Javal（ 1878） 早在 100 多年前就使用了眼球追 蹤 技術(shù)來 研究閱讀模式。其中三個(gè)搜索有關(guān)于一般主題（例如尋找有關(guān)盧浮宮的信息），