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While a lot of resources are being spent on Web advertising, there has been little formal empirical research that provides guidelines for effective Web ads for genders. This book reviews the application of ¿Interactive Advertising Model¿¿IAM¿and theories such as, ¿Elaboration Likelihood Model¿¿ELM¿,¿Computer-mediated Hypermedia Marketing Environment¿(CME) and ¿The Gratification Theory¿ to understand how men and women differ in their evaluation of information content and the visual presentation used in Web advertising.