ABSTRACT
Online commerce has experienced a downturn in the recent past. Forrester Research reports that, whereas total online sales were close to $4 billion in June 2000, they were only about $3 billion in June 2001 (Forrester Research 2001). Similarly, sales in July 2001 were flat and the same as in July 2000. This change in the fortunes of online retailing has stimulated businesses to analyze their approaches to online advertising in the hope of increasing their effectiveness. In particular, there is greater interest in understanding which formats work better and why.
