Usability Engineering
Advertising on the Internet
Modeling consumer network navigation in world wide web sites: implications for advertising
Modeling consumer network navigation in world wide web sites: implications for advertising
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The emergence of Internet has provided an alternative channel for companies to promote their services and products online besides the traditional medium. An overview of Internet advertising diagram is also outlined in the paper. Banner ads, as the first form of Internet ads model, is a form of passive exposure in which the consumer does not consciously decide to view [4]. "Banner blindness" was coined [3] to identify users usually overlook banner ads on the Web. A pilot test was conducted to examine whether users do notice the banner ads on the Web. The results showed that graphics, content, and interactivity are the three elements users are attracted to click on the banner ads. Nielsen's 10 usability heuristic principle [5] is adopted on banner ads to illustrate the problem issue.