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,
Communications of the ACM – Association for Computing Machinery
Published: Aug 1, 1999
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera