A B S T R A C T
Many have speculated about the current state of Internet
advertising (IA), how it compares to advertising in general (GA),
and its implications for traditional marketing models and practices.
Although many estimates exist regarding who uses the Internet as
well as guidelines about how best to design IA, little is known
about Internet users’ attitudes toward IA, much less what
characterizes these attitudes. To test this, a national sample of over
400 participants with at least some exposure to the Internet was
surveyed. The results revealed no majority opinion of IA:
approximately a third of respondents liked, disliked, and felt
neutrally toward IA, respectively. A regression analysis indicated that
enjoyment of looking at Internet advertisements, its informativeness,
and its utility for making behavioral (purchasing) decisions . . .
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