Can banner ads be effective if less than 0.3 percent of all people click through them? The following set of questions was mentioned in the chapter in reference to the Nike logo on LeBron James’ basketball shoes or the University of Oregon football uniforms: Does it make you more likely to buy some of the company’s products? If so, would you admit it in a survey? Would you admit it to yourself? Would you even know it? What implications do these questions (and their answers) hold for measuring online advertising effectiveness?