The body of web advertising research has grown continuously during the last few years. Our understanding of the new medium has trailed the increasing web experience among advertisers and consumers. However, there is still one important knowledge gap, namely the communication effects of website advertising. How should websites be designed to attain brand-related communication effects?The authors wish to thank Nikita Shulakov, CEO of Sitepattern Research, for providing technical support and the SitePattern.com survey software.