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At 11:21 on 19 Aug 98, Paul Grabowicz  wrote in part:

> have there been any studies on whether banner ads do make an
> impression on people and cause them at some point to purchase a
> product, even if they don't immediately click through to the
> advertiser's Web site? 

Exactly. Another thing I've been arguing for some time is that the
web needs to cast less in a direct-response model (the technological
determinist view) and more in an image-ad model in evaluating the
effect of advertising. Unfortunately, a definitive study measuring
more than "intent" or "attitude" would be a fairly tough one to
control except in the aggregate, and there's very little support for
such a study among ad agencies, who seem to really dislike the words 
"image ads." 

              ERIC K. MEYER - meyer@newslink.org
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