Abstract: The limited size of banner web-ad and the netusers’ inclination of neglecting the banners make people doubt about the banner web-ad’s effect. Because of this, there exists two kinds of charge model which counts on pageview-rate or click-through-rate individually. The questions behind are: is there Ad-memory from browsing only? What is the concrete difference between the memory effect derived from browse-only and click-through actions? By using fuzzy measurement and statistical method, the netusers’ memory to the banner web-ads they browsed or clicked were measured. The result showed that there does exist memory under browsing only. And the memory effect cannot be improved by increasing the repeated browsing times to the same banner on different web-pages. The ad-memory of those who clicked the banner is about 1.4~1.5 times as much as those who only browsed the banner

Key words: banner web-ad, pageview rate, click-through rate, ad-memory effect, fuzzy measurement method