Pop up windows come in many different shapes and sizes, typically in
a scaled-down browser window with only the Close, Minimize and Maximize commands.
There is a strong resentment by some Web surfers towards pop-up ads.
Marketers often do not realize the ill-will generated by pop-ups because
it is easier to click the "close"
button than send an email to complain. What can often be seen
is an above-average click-through rate, although some of this can come
from "false positives," unintentional clicks when the pop-up
gets in the way of the desired target. Advertisers can get a better picture of the effectiveness of pop-up advertising by paying attention to conversion rates and return on investment (ROI).
