Hoffman, Donna L. and Thomas P. Novak, "When Exposure-Based Web Advertising Stops Making Sense (And What CDNow did About it)," (January 2000).
This is a longer working paper version that appears in print as: Hoffman, D.L. and T.P. Novak (2000), "How to Acquire Customerso n the Web," May/June, Harvard Business Review, 179-188.
