My main focus is banner advertisements on the internet. Specifically, I would like to answer the following questions: 1. Are banner advertisements effective/efficient? 2. If yes, what are some characteristics that make them effective? How can they be constructed and promoted to be more effective? Hopefully, this research (which will be experiment-oriented) will provide detailed suggestions to maximize banner advertisement efficiency. Research on the effectiveness of an advertisement will be divided into two categories: advertisement characteristics (including everything from its actual content to how and where it is displayed) and the procedures that are necessary to accurately measure the effectiveness of an advertisement.