Jef I. Richards Quote

Clickthrough is a poor measurement of banner ad effectiveness, especially for low involvement products. It is foolhardy to think of Web ads solely as a device to move visitors to the advertisers' Web sites. For many products, the Web ad should be designed to communicate a selling message in a manner akin to print media.

Published by himself on the "Department of Advertising, the University of Texas at Austin" page, c. 1998