I refuse to punch the monkey

Gibbs, Mark
November 2000
Network World;11/20/2000, Vol. 17 Issue 47, p90
Trade Publication
Discusses studies showing the ineffectiveness of banner advertisements on the Internet. Decline in the average click-through rate (CTR); Reasons why Web sites do not use smaller, less intrusive advertisements; How old media thinking is becoming more prevalent as the Internet becomes more capable of delivering big content; Engaging consumers in commercial messaging that is in context.


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