Simon,Raymond. Public Relations Management,Cases and Simulations. Columbus,Ohio: Grid,Inc., 1977

This study represents an initial empirical test of a new construct--attitude toward on-line advertising format (A_format). An on-line survey was used to examine both antecedents and consequences of A_format for each of six on-line ad formats (e.g., pop-ups, banners, skyscrapers). Regression analyses revealed A_formatto be significantly related to attitude toward the ad (A_ad) for all formats. Furthermore, A_format was significantly related to self-reported on-line ad behaviors such as clickthrough. Overall, the results strongly suggest that the nature of the on-line ad format is an important characteristic that influences on-line advertising response.