Internet ads (with click-throughs) have two important layers, that of the initial image, such as that on the front screen of a banner ad (Figure 1.0: Located at the bottom of page), and the second layer, after a user clicks on the ad (Figure 1.1). The second layer, in this example leads a user to the splash screen of the advertisers homepage. This illustrates how a user makes the transition from a conceptual or emotional ad, being on the front page of another website, which provides the context for the ad to an informational link to a whole web world for the brand.
See Figure 1.6 for model.
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