In the case of television advertising, the advertising enters the potential buyers’ environment in an uninitiated way. In the case of Web advertising, the potential buyer must initiate the access to the corporate Web pages. Hence, the Web as an advertising media demands a much stronger access motivation than television advertising. So the need for a more meaningful information content is perhaps greater in the case of Web advertising compared to other avenues.
Salam, A.; Rao, Raghav; and Pegels, C., "An Exploratory Analysis of Information Content of Corporate Web Pages as Advertising Media" (1996). ICIS 1996 Proceedings. 52.