Kelli Burns, assistant professor in the School of Communications, had her article “The Function of Format: Consumer Responses to Six Online Advertising Formats” published in the Spring 2006 Journal of Advertising. This study represented an initial empirical test of a new construct—attitude toward online advertising format. Overall, the results strongly suggested that the nature of the online ad format is an important characteristic that influences online advertising response.The article was co-authored by Dr. Richard Lutz, professor of marketing at the University of Florida. The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice.