{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:53:14Z","timestamp":1754157194715,"version":"3.41.2"},"reference-count":26,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2004,2,1]],"date-time":"2004-02-01T00:00:00Z","timestamp":1075593600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2004,2,1]]},"abstract":"<jats:p>The effective placement of ads is important, especially those placed on the World Wide Web. As a supplement to existing measure of visit count, proposes the use of \u201cexposure\u201d as a means to measure the effectiveness of the Web ad placement. Furthermore, based on the relationship among products placed on the same Web page and the purpose of the ad, proposes an analytical framework and guidelines on whether to make the ad a destination or a control site, in order to maximize the exposure and minimize the competition.<\/jats:p>","DOI":"10.1108\/02635570410522116","type":"journal-article","created":{"date-parts":[[2004,3,30]],"date-time":"2004-03-30T18:14:37Z","timestamp":1080670477000},"page":"144-148","source":"Crossref","is-referenced-by-count":7,"title":["Searching advertising placement in cyberspace"],"prefix":"10.1108","volume":"104","author":[{"given":"Ta\u2010Tao","family":"Chuang","sequence":"first","affiliation":[]},{"given":"P.","family":"Pete Chong","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2022032020375320500_B1","unstructured":"Assael, H. and Poltrack, D.F. (1994), \u201cCan demographic profiles of heavy users serve as a surrogate for purchase behavior in selecting TV programs?\u201d, Journal of Advertising Research, January\/February, pp. 11\u201017."},{"key":"key2022032020375320500_B2","unstructured":"Berthon, P., Leyland F.P. and Watson, R.T. (1996a), \u201cThe World Wide Web as an advertising medium: toward an understanding of conversion efficiency\u201d, Journal of Advertising Research, January\/February, pp. 43\u201054."},{"key":"key2022032020375320500_B3","doi-asserted-by":"crossref","unstructured":"Berthon, P., Leyland F.P. and Watson, R.T. (1996b), \u201cRe\u2010surfing W3: research perspectives on marketing communication and buyer behaviour on the World Wide Web\u201d, International Journal of Advertising, Vol. 15, pp. 287\u2010301.","DOI":"10.1080\/02650487.1996.11104660"},{"key":"key2022032020375320500_B4","unstructured":"Bloch, M., Yves, P. and Segev, A. (1996), \u201cOn the road of electronic commerce \u2013 a business value framework, gaining competitive advantage and dome research issues\u201d, available at: www.stern.nyu.edu\/\u223cmbloch\/docs\/roadtoec\/ec.html#sec6"},{"key":"key2022032020375320500_B5","doi-asserted-by":"crossref","unstructured":"Brabston, M.E. and McNamara, G. (1998), \u201cThe Internet as a competitive knowledge tool for top managers\u201d, Industrial Management & Data Systems, Vol. 98 No. 4, pp. 158\u201064.","DOI":"10.1108\/02635579810219318"},{"key":"key2022032020375320500_B6","unstructured":"Briggs, R. and Hollis, N. (1997), \u201cAdvertising on the Web:  is there response before click\u2010through?\u201d, Journal of Advertising Research, March\/April, pp. 33\u201045."},{"key":"key2022032020375320500_B7","doi-asserted-by":"crossref","unstructured":"Cheung, W. (1998), \u201cThe use of the World Wide Web for commercial purposes\u201d, Industrial Management & Data Systems, Vol. 98 No. 4, pp. 172\u20107.","DOI":"10.1108\/02635579810219345"},{"key":"key2022032020375320500_B8","unstructured":"Ducoffe, R. (1996), \u201cAdvertising value and advertising on the Web\u201d, Journal of Advertising Research, January\/February, pp. 21\u201043."},{"key":"key2022032020375320500_B9","unstructured":"Eighmey, J. (1997), \u201cProfiling user responses to commercial Web sites\u201d, Journal of Advertising Research, March\/April, pp. 59\u201066."},{"key":"key2022032020375320500_B10","unstructured":"Emerick, T. (1996), \u201cMedia and marketing strategies for the Internet\u201d, in Forrest, E. and Mizerski, R. (Eds), Interactive Media: The Future Present, NTC Publishing, Lincolnwood, IL, pp. 174\u2010214."},{"key":"key2022032020375320500_B11","unstructured":"Fletcher, T. (1997), \u201cEngineering economy study: advertising on the World Wide Web\u201d, available at: www.kern.com\/\u223cdaemonic\/econ\/econstuy.html"},{"key":"key2022032020375320500_B12","unstructured":"Harvey, B. (1997), \u201cThe expanded ARF model: bridge to the accountable advertising future\u201d, Journal of Advertising Research, March\/April, pp. 11\u201020."},{"key":"key2022032020375320500_B13","unstructured":"Ho, J. (1997), \u201cEvaluating the World Wide Web: a global study of the commercial sites\u201d, Journal of Computer\u2010Mediated Communication, Vol. 3 No. 1, available at: 207.201.161.120\/vol3\/jcmc\/vol3\/issue1\/ho.html#References"},{"key":"key2022032020375320500_B14","doi-asserted-by":"crossref","unstructured":"Hoffman, D.L., Novak, T.P. and Chatterijee, P. (1995), \u201cCommercial scenarios for the Web: opportunities and challenges\u201d, Journal of Computer\u2010Mediated Communication, Vol. 1 No. 3, available at: www.usc.edu\/dept\/annenberg\/vol1\/issue3\/hoffman.html","DOI":"10.1111\/j.1083-6101.1995.tb00165.x"},{"key":"key2022032020375320500_B15","doi-asserted-by":"crossref","unstructured":"Hsieh, C.\u2010T. and Lin, B. (1998), \u201cInternet commerce for small businesses\u201d, Industrial Management & Data Systems, Vol. 98 No. 3, pp. 113\u201019.","DOI":"10.1108\/02635579810213116"},{"key":"key2022032020375320500_B16","doi-asserted-by":"crossref","unstructured":"Jemmeson, P. (1997), \u201cUsing the Internet for competitive advantage\u201d, Industrial Management & Data Systems, Vol. 97 No. 4, pp. 139\u201042.","DOI":"10.1108\/02635579710173202"},{"key":"key2022032020375320500_B17","doi-asserted-by":"crossref","unstructured":"Kassaye, W.W. (1997), \u201cThe effect of the World Wide Web on agency\u2010advertiser relationships: towards a strategic framework\u201d, International Journal of Advertising, Vol. 16, pp. 85\u2010103.","DOI":"10.1080\/02650487.1997.11104679"},{"key":"key2022032020375320500_B18","unstructured":"Koh, C. and Balthazard, P. (1997a), \u201cBusiness use of the World Wide Web: a model of business Web usage\u201d, Proceedings of the 4th Americas Conference on Information Systems, 15\u201017 August, Indianapolis, IN, pp. 269\u201071."},{"key":"key2022032020375320500_B19","unstructured":"Koh, C. and Balthazard, P. (1997b), \u201cElectronic commerce and the World Wide Web: a framework of business Web use and a study of business Web practices\u201d, Proceedings of 1997 Annual Meeting of Decision Sciences Institute, San Diego, CA, pp. 599\u2010601."},{"key":"key2022032020375320500_B20","unstructured":"Mand, A. (1998), \u201cActing up\u201d, Mediaweek, Vol. 8 No. 34, 14 September, p. S32."},{"key":"key2022032020375320500_B21","unstructured":"Nowak, G.J., Shamp, S., Holander, B. and Cameron, G.T. (1999), \u201cInteractive media: a means for more meaningful advertising?\u201d, in Shumann, D.W. and Thorson, E. (Eds), Advertising and the World Wide Web, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 99\u2010117."},{"key":"key2022032020375320500_B22","unstructured":"Raisch, R. (1997), \u201cThe Web is not TV: issues of customer communications\u201d, Advertising & Marketing Report, available at: www.internetnews.com\/business\/ad\u2010mktg\/am970204.shtm"},{"key":"key2022032020375320500_B23","unstructured":"Salam, A.F., Pegels, C.C. and Rao, H.R. (1997), \u201cAn exploratory investigation of the Internet involvement: instrument development, measurement and implications for electronic commerce\u201d, Proceedings of the 3rd Americas Conference on Information Systems, Indianapolis, IN, 15\u201017 August, pp. 191\u20103."},{"key":"key2022032020375320500_B24","doi-asserted-by":"crossref","unstructured":"Trappey, C.V. and Trappey, A.J.C. (1998), \u201cA chain store marketing information system: realizing Internet\u2010based enterprise integration and electronic commerce\u201d, Industrial Management & Data Systems, Vol. 98 No. 5, pp. 205\u201013.","DOI":"10.1108\/02635579810227733"},{"key":"key2022032020375320500_B25","unstructured":"Williamson, D.A. and Johnson, B. (1995), \u201cWeb ushers in next generation\u201d, Advertising Age, 29 May, p. 13."},{"key":"key2022032020375320500_B26","unstructured":"Hoffman, D.L. and Novak, T.P. (1995), \u201cMarketing in hypermedia computer\u2010mediated environments: conceptual foundations\u201d, working paper, available at: www2000.ogsm.vanderbilt.edu\/cmepaper.revision.july11.1995\/cmepaper.html"}],"container-title":["Industrial Management &amp; Data Systems"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/02635570410522116","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02635570410522116\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/02635570410522116\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T23:37:19Z","timestamp":1753400239000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/imds\/article\/104\/2\/144-148\/184503"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2004,2,1]]},"references-count":26,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2004,2,1]]}},"alternative-id":["10.1108\/02635570410522116"],"URL":"https:\/\/doi.org\/10.1108\/02635570410522116","relation":{},"ISSN":["0263-5577"],"issn-type":[{"type":"print","value":"0263-5577"}],"subject":[],"published":{"date-parts":[[2004,2,1]]}}}