【正文】 they cannot click on it! Shared bandwidth might explain why clickthrough rates are low, but not why they are declining. There is some evidence that some online surfers dislike banner ads (Bass 1999). This dislike is widespread enough that various software exist that actually prevent browsers from downloading ads (AdsOff!, Guard, JunkBuster...). One can thus hypothesize that, as surfers gain more familiarity with the medium, they learn to differentiate informational content from advertising. Ultimately, this would give them the ability to disregard banner ads. Given this possible learning and avoidance behavior, we start our investigation by measuring the extent to which surfers pay attention to banner ads. We begin by formulating the following two hypotheses: H1: Inter users avoid looking at banner ads. H2: The more time users have spent on the Inter, the less they pay attention to banner ads. To test these hypotheses, we asked a group of subjects to look at various web pages while hooked up to an eyetracking device that records their eye movements and fixations. Eyetracking studies are not new. Javal (1878) used eyetracking to study reading patterns more than 100 years ago. Although reading studies are still being conducted through eyetracking (Hy246。如果如此，點擊率就是一個無效的的 橫幅廣告效果的衡量標準。然而， 點擊率在 1999年下降了 %（ Nielsen//Netratings ， 1999）。 研究 1：眼球追蹤 網(wǎng)絡不同于傳播媒介至少顯著的表現(xiàn)在一個方面上。 我們首先制訂了以下兩個假設： 假設 1：網(wǎng)絡用戶避免觀看橫幅廣告。它為我們第一個問題（橫幅廣告為什么沒有效果）提供了答案，同時向第二和第三個問題（如何提高網(wǎng)絡廣告的效用，點擊率評價網(wǎng)絡廣告時是否有所低估）提供了暗示，推動了這項研究的發(fā)展。除此之外，他的研究顯 示附帶偶然顯示的廣告能夠加強消費者對于廣告和品牌廣告的好感，盡管 消費者依然不能識別以前看過的廣告和品牌（一種類似我們的情況）。考慮到這些因素可能有助于更好的了解，研究，設計未來的網(wǎng)絡廣告并制定相關的機制。 甚至一些沒人關注的橫幅廣告根本沒有點擊率。其中三個搜索有關于一般主題（例如尋找有關盧浮宮的信息），另外兩個搜索則有關于個人（例如找到杜邦公司的電話）。這種討厭其實非常普遍，以至于各種軟件中事實上有著防止瀏覽器下載廣告的程序。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）中對第一項研究中產(chǎn)生的假說進行測試。這項措施被稱為點擊率（諾瓦克和霍夫曼， 1997 年）。這種下降反映了四個關鍵問題：（ 1）為什么橫幅廣告是無效的；（ 2）做什么可以提高網(wǎng)絡廣告效力；（ 3） 是否點擊率作為一個即時措施 不足以評估 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，我們利用了一個眼球追蹤裝置，在線調(diào)查網(wǎng)友們注意的在線廣告。 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