Internet Ad Dollars Being Wasted?

Web site ads may be missing the mark, according to a recent survey of 1,734 online shoppers. Active Research, a Internet research firm, says its findings show that only a few Internet ads actually resonate with consumers.
     Amazon.com was the clear leader in ad recognition, although a quarter of respondents could not recall a specific Web site ad.
     Among other findings, the firm says nearly as many consumers start shopping at comparison shopping sites as they do major portals. Only 12% go directly to a retailer's Web site, raising further questions about the effectiveness of current Web advertising.
     Finally, regarding why they shop online, respondents rated convenience over price by more than a 5:1 ratio.