Preattentive Processing of Web Advertising By Chan Yun Yoo

Chapter 2:

Background And Web Ad Effects Model

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Chapter 2

Background and Web AD Effects Model

Does Web advertising generate consumers’ responses? If so, how does Web advertising work? Advertising researchers and practitioners have tried to answer these questions for almost a decade. For the purposes of the study, this chapter will review the variety of literature and develop a conceptual model on how Web advertising works. The proposed model will guide the further discussion relating to preattentive processing of Web advertising in Chapter 3.