【正文】 n 25 Inter sessions to learn to avoid banners. That only half the banner ads are looked at is highly detrimental to clickthrough cannot click on something one does not look at! It does not mean, however, that half of the banner exposures are wasted. Research has shown that consumers do not need to fully process a message in order to be influenced by it. Janiszewski (1990a, 1990b, and 1993) has researched the topic extensively. Among other things, his research shows that incidental exposure to advertising can enhance a consumer’s liking for the ad and brand advertised despite the consumer’s inability to recognize having previously seen the ad and brand (a situation similar to ours). Other researchers (., Shapiro, MacInnis, and Heckler 1997) have reached similar conclusions. This means that a large part, if not most, of a consumer’s processing of banner ads will be done at a preattentive level rather then at a full attention level. Further, it implies that clickthrough rates will not capture the full extent of an ad’s effectiveness since preattentive processing does not lead to immediate action. Our study also reveals that experts are more efficient at processing web pages than novices and that young surfers are more efficient than older ones. This does not, however,translate into fewer banners seen by experts or young surfers. As to what factors might help improve banner effectiveness, we found that location, size,and zone content are important factors when trying to predict whether a zone is attended. We will further investigate these factors along with the relevance of traditional advertising effectiveness measures in Study 2. Putting what we have learned from this study in perspective, we would be inclined to say that the medium Inter advertising resembles most is outdoor billboards. As with banner ads,drivers encounter billboards while engaging in other activities. Billboards occupy only a small portion of their field of vision and typically consist of a simple message and visual. As Donthu,Cherian, and Bhargava (1993) have shown, billboards influence awareness and recall even if they only rarely prompt consumers to take immediate action. Thinking in these terms might help design future research and yield better insight in the mechanisms underlying Inter advertising. 出處： Xavier Dr232?！痵 largest petitor. Three of the searches related to general topics (., find information about ‘Le Louvre’), the other two r， elated to individuals (., find the phone number of ‘Jean Dupont’). Each of the three generaltopic searches was made using a different portal. The two other searches were made with Voil224。 (henceforth called Voil224。(). The subjects were asked to perform five searches using three portals: Voil224。n228。 (3) does an immediate measure such as clickthrough rate undervalue online advertising。G would pay only for clickthroughs and not for exposures (Associated Press 1996). The ability of a site to generate clickthroughs also affects the advertising rates it can mand (Hamilton 1998). Clickthrough rates started in 1996 at around seven percent. However, they have declined steadily to around % in 1999 (Nielsen//Netratings 1999). This is problematic because advertisers typically do not knowingly allocate budgets to media that are not this trend suggest that the online advertising munity is going to fritter along with the decline in clickthrough rates? Should one sell his or her stocks in Yahoo!? Not authors (Ambler 1998, Batra, Lehmann, Burke, and Pae 1995) argue th