Preattentive Processing of Web Advertising By Chan Yun Yoo

Chapter 2:

Background And Web Ad Effects Model

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With the Internet, the stimulus and the response can occur in the same medium, which is quite distinctive from other forms of communication. Finally, the Web allows a potential integration between information seeking and commercial transactions. Consumers can respond to a Web advertisement, decide to buy the product, and then buy it with a click of the mouse. This allows for consumers to shorten the amount of time that they spend on the decision and buying process.

Web Advertising

First, before introducing a conceptual model, it is necessary to define what is meant by Web advertising. In general, Web advertising suggests to many the prevalent banner ads on the Web. Besides a banner ad, advertisements popping unsolicited onto the screen in front of (pop–ups) or behind (pop–unders) a Web page are common approaches to Web advertising, although advertisers consider a banner ad, pop–ups, and pop–unders to be just tools for directing Web traffic to their Web sites (Harvey, 1997).

Recent efforts to observe the trends in Web advertising research (Yoo & Stout, 2004) revealed that the Web site (72%) was the most frequently examined subject in the empirical Web advertising studies, followed by the banner ad (16%). Additionally, some other Web advertising research investigated uniform resource locators (URLs) (Maddox, Mehta, & Daubek, 1997) and online affiliate ads (Papatla & Bhatnagar, 2002) as the principal subjects of the study.