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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 10 · Advertising Banners

Review

Three components have to be in tune for a successful banner execution: A firm's strategy might involve emphasizing cognition, affect or behavior with these three elements.


Activities

Banner Assessment
The use of banners by Internet advertisers has rather quickly progressed through a number of stages. One good way to assess what current practitioners think about the topic is to subscribe to an on-line discussion list dedicated to the topic. One such list is On-Line Ads. You can subscribe by visiting the web site hosted by Tenagra Corporation.

At the site you can also learn what has already been said about various on-line advertising topics. Using the search engine on the home page, type in "banner ads" and read some of the discussions about the topic.

Additional Information

Xiong, Nzong (1997), "Web Advertising Beyond Banners," New York Times CyberTimes, July 28, 1997.

Copyright 1998 by Digital Springs, Inc. All Rights Reserved.