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>As a blanket statement, that's no more true than its opposite.
>
>Banner advertising is quite appropriate for brand awareness
>ads, where the goal is to familiarize consumers with a
>positive image of your product so that next time they need to
>buy something in that category, they are familiar with your
>name.  E.g., paper towels or other consumer goods where the goal is
>NOT to make a sale online, but to achieve "marketing effectiveness"
>through repeated exposure.  Yes, this is less measurable, and
>therefore harder to sell the value of.  But it's not
>directly measurable on TV, either, and that hasn't stopped
>billions of dollars of advertising going there.

I realize I was making a blanket statement and can be rightly criticized
for that. But I'm not sure that banner advertising is seen all that much,
making it ineffective for brand awareness as well. Not everyone has turned
off their graphics as I have, but even with the ad blinking in your face,
it is easy to tune it out. You just point your eyes to the text and avoid
looking at anything that looks like a banner ad.

Having a tie-in to the text makes more sense because if you are taking the
time to read the article, you are likely to have some interest in
products/services related to the topic.

Suzanne

_____________________________________
Suzanne Lainson
SportsTrust
Marketing: Integrated/Sports and Event/Online
P.O. Box 2071     Boulder, CO 80306
303 473-9884
slainson@sportstrust.com
_____________________________________
For a free subscription to SPORTS NEWS YOU CAN USE, send me an email.
For a free subscription to THE CREATIVE ATHLETE, send me an email.
http://www.sportstrust.com/sportstrust



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