Web home pages as advertisements

Web home pages as advertisements Surendra N. Singh + Nikunj P. Dalal Advertisements Viewing an organization ™s home page as its most important online advertisement has profound implications for how home pages are designed, tested, and evaluated. Web Home Pages as I f you belong to a commercial enterprise with a Web presence, how do you view your company ™s home page? Frankly, your views do not matter. Like Richard Serra ™s award-winning sculpture, which had to be removed from the New York City Federal Building in the face of public pressure, what really counts is what your audiences think about your home page. And we have reasons to believe that your audiences might be viewing your home page primarily as an advertisement designed to entice them to experience the site. At first glance, the proposition that a Web home page is an advertisement may seem somewhat farfetched. But thinking of a home page in advertising terms not only makes sense, it has far-reaching and profound implications for the design and evaluation of Web sites. In this article, we will flesh out the details of the home-page-as-an-ad proposition and describe the implications of this communications view. COMMUNICATIONS OF THE ACM August 1999/Vol. 42, http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Communications of the ACM Association for Computing Machinery

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Publisher
Association for Computing Machinery
Copyright
Copyright © 1999 by ACM Inc.
ISSN
0001-0782
DOI
10.1145/310930.310978
Publisher site
See Article on Publisher Site

Abstract

Surendra N. Singh + Nikunj P. Dalal Advertisements Viewing an organization ™s home page as its most important online advertisement has profound implications for how home pages are designed, tested, and evaluated. Web Home Pages as I f you belong to a commercial enterprise with a Web presence, how do you view your company ™s home page? Frankly, your views do not matter. Like Richard Serra ™s award-winning sculpture, which had to be removed from the New York City Federal Building in the face of public pressure, what really counts is what your audiences think about your home page. And we have reasons to believe that your audiences might be viewing your home page primarily as an advertisement designed to entice them to experience the site. At first glance, the proposition that a Web home page is an advertisement may seem somewhat farfetched. But thinking of a home page in advertising terms not only makes sense, it has far-reaching and profound implications for the design and evaluation of Web sites. In this article, we will flesh out the details of the home-page-as-an-ad proposition and describe the implications of this communications view. COMMUNICATIONS OF THE ACM August 1999/Vol. 42,

Journal

Communications of the ACMAssociation for Computing Machinery

Published: Aug 1, 1999

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