Location, location, location: Insights for advertising placement on the web

This research addresses web advertising placement issues by examining two m ain variables: website reputation and the relevance between website content and banner ad product category. Online data collection using adapted websi tes yielded different results for high- versus low-involvement products. Ad vertising effectiveness for a reputation-driven: when a site's reputation i s well established, relevance exhibits high-involvement product appears to be relevance-driven, with reputation enhancing outcomes only when the websi te's content is relevant to the advertised product category. In contrast, a dvertising effectiveness for a low-involvement product is no effect on outc omes. Results are consistent with Elaboration Likelihood Model predictions and the contention that variables can serve dual roles in the persuasion pr ocess, depending on the experimental context.