Carmichael, Matt
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, p23
Trade Publication
This article discusses the benefits associated with the use of banner advertisements as a medium for advertising. Since return on investment for a celebrity endorsement in a banner advertisement is not there yet it means that washed up heads do not pop all over Web sites, which makes banner advertisement more attractive. More so, the banner advertisements for 10-10 services do not have the ubiquity of the television spots, which either means that the advertisements do not exist or they target a different demographic than the TV spots. However, banner advertisements have the unique challenge of selling product in a very limited space making most of them lack creativity. Nonetheless, the targeting and sales potential of banner advertisements cannot be defeated by any advertising genre.


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