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Online Advertising
Online advertising

The world wide web was slow to take off as an advertising medium in its early years (Clapperton, 2003) and many companies stopped advertising in the online media by 1999, instead using traditional media to draw customers to their websites (J. Hall, 2001: 167). However, there have been signs that online advertising has started to recover in line with improved general economic conditions (Clapperton, 2003).

Internet users have not responded favourably to online advertising formats such as banner ads, usually situated above the name of the online publication at the top of a web page and which links to the advertiser's website (ibid.). Banner ads were first introduced by Hotwired and are used widely on the web (Whittaker, 2000: 139).

Other, even less successful, ...

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