INTRODUCTION
Internet advertising has become a growing source of frustration for Internet users.1 The main source of this frustration seems to stem from "spam," or unsolicited "junk" email advertisements.2 The phrase "Internet advertising" immediately conjures up thoughts of closing annoying pop-up advertisements and sorting through countless unsolicited e-mail advertisements. These negative connotations often overshadow the increasing value of the Internet as a free, extensive source of information.3 In fact, the Internet has created a more informed consumer. Using their home computers, Internet consumers can quickly research comparable products and compare prices of several …