This research examines the relationship between attention to online advertising and brand attitude, aided recall, and purchase intention. Results indicate that attention to an ad is affected by ad type (pictorial vs. text) and the interaction between ad location (left vs. right) and page (image-oriented vs. textual), suggesting a range of factors that impact attention. Furthermore, under the online conditions of this study, attention is positively related to aided recall and to purchase intention, but negatively associated with brand attitude. Re-sults are interpreted in the framework of dual attitude theory (Wilson, Lindsey, & Schooler, 2000) and other effects models. Although a clear “hierarchy of effects” appears to be elusive, the results suggest that marketers must fully evaluate advertising goals prior to creative development. © 2011 Wiley Periodicals, Inc.