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>Besides Eric's point, I also wonder if people tend to react to banner ads like
>they would billboards. They're not likely to turn off the freeway to try to
>find a product advertised on a billboard. But it may make an impression on
>them
>and prompt them to buy the product at some future date.
>
>Which leads me to a question - have there been any studies on whether banner
>ads do make an impression on people and
>cause them at some point to purchase a product, even if they don't immediately
>click through to the advertiser's Web site? I seem to recall some kind of
>study
>or survey a year or more ago that indicated people were more likely to buy
>something as a result of seeing a banner ad than watching a television
>commercial.
>
>Paul Grabowicz

The study was conducted by the Internet Advertising Bureau. Its research
showed a slight increase (a few percentage points) in brand loyalty, based
on intention to purchase.

But compared to other marketing communication options, I don't see that
banner advertising as a whole has displayed good image conveying
principles. The Budweiser frogs get people talking. I don't think banner
advertising has demonstrated that power yet.

The trick to creating strong, effective advertising is knowing how to use a
medium's strengths to maximize a message.

Examples: Radio is considered "theater of the mind," so you develop scripts
which lend themselves to strong mental images. Billboards have to be read
in a rush, so you keep text to a minimum. But because they are big and are
in certain traffic patterns, you can use strong visuals to capture
attention and hopefully leave an impression.

So far what has been driving banner advertising is infatuation with
technology rather than strong communication principles. Blicking banners
may be fun to design, but they do not necessarily sell products or even
convince consumers that such-and-such a bank is the place to get a loan.

There have been web advertisers which are using the web to reinforce image,
but they are doing it at their own sites, rather than through banners.
Among all the different options available to advertisers to promote
brand/corporate image, I'd rank internet banner advertising at the low end
of the scale. I'm not saying that companies shouldn't have a web presence.
But I am saying that if your goal is image advertising, banners aren't the
best way to do it.

Rather than trying to convince advertisers that banner advertising is in
their best interest, I'd  focus on ways to help them maximize their
advertising dollar, which may mean encouraging them to use small text links
to their sites.

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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