ABSTRACT
The World Wide Web has seen exponential growth over the last two years in terms of the number of users navigating the network and of the sites open for information access. It brings along new capabilities for information retrieval and exchange in a boundless universe. This paper attempts to identify how users might respond to advertisements on the Web based on two segments identified as Browsers and Seekers. Four advertising conduits are examined in a comparative approach and guidelines are proposed to improve communication efficiency.
