The effects of online advertising

@article{McCoy2007TheEO,
  title={The effects of online advertising},
  author={Scott McCoy and Andrea Everard and Peter Polak and Dennis F. Galletta},
  journal={Commun. ACM},
  year={2007},
  volume={50},
  pages={84-88}
}
Consumers' first impressions (and loyalties) are made in the opening moments of a Web site visit and the degree to which that visit may be intruded by pop-ups, pop-unders, and banner ads. 
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