Major commercial uses of the Web include providing customers with product information, promoting products, and conducting transactions (Balthazard and Koh, 1997a, 1997b; Ho, 1997; Koh and Balthazard, 1997a, 1997b). As a new communication medium, the Web requires a new mindset for its use in advertising and promotion. For example, Web marketers cannot rely upon previous research (Assael and Poltrack, 1994) or guidelines designed for choosing advertising placement in television based on using demographic profiles or purchase behavior. Today, although research has been done on Web advertising in general (Berthon, Pitt, and Watson, 1996a, 1996b; Briggs and Hollis, 1997; Ducoffe, 1996; Eighmey, 1997; Harvey, 1997; Kassaye, 1997; Maddox, Mehta, and Daubek, 1997), the issue of advertising placement on the Web has received scant attention from researchers.