... This study fulfils some identified needs to study advertising effectiveness based on empirical data and to assess banner blindness in other contexts, representative of current internet users' habits. Later, following discussions about the effectiveness of banner ads, and taking into consideration users...

... in a similar way. The conclusion that advertising effects are generally similar in the online and offline world has been supported in several studies (Bruner II and Kumar, 2000 ; Pavlou and Stewart, 2000 ; Dréze and Hussherr, 2003). Vakratsas and Ambler (1999) provided an overview of the research on how...