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Executive Summary
Introduction
The World Wide Web provides an alternative way for practitioners to deliver advertising messages, and its success as an advertising medium continues as shown in a recent report from the Internet Advertising Bureau (2006). The Web ad revenues in the United States totaled over $12.5 billion for the year 2005, a 30% increase over 2004 revenues. Despite its exponential growth, Web advertising has endured much scrutiny because of its failure to engage consumers in interaction with advertising message. The very accountability for which Web advertising was once praised is now employed to question its value. The dismal click-through rates (i.e., below 1%), along with consumers’ intentional avoidance of Web advertising, suggest that we need to look beyond the effortful or conscious processing of Web advertising.