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Chapter 5. ONLINE DISCLOSURES AND THAT BARN DOOR > This Site Brought to You By…

This Site Brought to You By…

The advertising community recognized early on that the Web presented an excellent marketing platform. In combination with easily recognizable domain names, one can create remarkable Web experiences that subtly (or not so subtly) advertise a product. See the marvelous Harry Potter Web site done by Warner Brothers studios at http://www.harrypotter.com for an excellent example of a site that entertains while it advertises. (What House did you get sorted into? Have you chosen a wand yet?)

Many informational sites were wondering, however, how to support the costs of providing information on the Web. As in broadcast and print media, the interests of the advertising community and the publishing community soon arrived at the notion of providing advertising space on Web sites. Ta-da! The Web banner ad business was born. Figure 5.8 shows a banner ad that advertises banner ads on the Web site of 24/7 Media, one of the large ad networks.


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