Abstract
This article examines the effectiveness of banner ads for functional and expressive products. The results from a large empirical study show that there are major differences between the performances of banner ads for the two product types. Banner ads can work as transporters of consumers to target ads and as ads in themselves with direct communication effects. The study indicates that banner ads work better as transporters to target ads for functional products, whereas banner ads for expressive products work better through ad impressions. It is also found that consumers who click on banner ads for expressive products tend to be greater users of and be more positively disposed towards the brand. The differences between consumers' responses to advertising for the two product types, conceptualised as informing and transforming on the web, are discussed.