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1. The text described the Internet user as being in a “leaning-forward” mind-set compared with, say, the TV viewer who is “leaning back.” Explain what this means and why the distinction is advantageous or problematic for Internet advertisers. 2. Describe your typical response behavior to Internet ads. That is, do you often click on banner ads? What’s your reaction to pop-ups, interstitials, and super ? 3. Can banner ads be effective if less than 0.3 percent of all people click through these ads? Use the consumer processing model from Chapter 5 to frame your response.


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