With the rapid development of the Internet, the firms are conscious that the Internet has become an important marketing channel. The Internet advertisements will be a great benefit to the firms, consumers and advertising agents if consumers notice them. Therefore, the purpose of this study is to specify the types of Internet Advertisements and stimulus determinants influencing attention. In addition, some useful suggestions are provided for Internet marketing. The future research can focus on the strategy of price discrimination on Internet advertising. In this study, we first define the types of Internet Advertisements (including banner, button, interstitial, and expanding ads) and determine the stimulus factors of attention (including size, location, and movement). Then, we conduct an experimental design technique and develop experimental homepages and Internet questionnaires. Finally, through E-mail, we circulate Internet questionnaires to respondents with Internet-using experience. The experimental results indicate that the priority of attention-getting is: interstitial ads, button ads, banner ads, expanding ads. In view of separate type of Internet ads, the size and movement factors in banner ads have a significant influence on attention allocation. The significant influencing factors of button ads are location and movement, size and location factors for Interstitial ads, and movement factor for expanding ads. Finally, several marketing implications of Internet advertising are discussed and some valuable strategies are suggested for practical applications.