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Banner Ads

Banner ads are the most popular form of advertising on the Internet. Although many advertising experts talk about moving "beyond the banner," it will be some time before that happens. Any advertiser on the Internet needs to be familiar with ad banner characteristics.

Creating Banner Ads

Once you know what, where, when, and how often to advertise, you must create a banner ad (Figure 12.2 top). The first Internet ads were simple banners that sat frozen at the top and/or bottom of a Web page. Animated GIF banners followed. As Web technology has improved, the options have increased. Now it is not uncommon to see banner-sized Java applets and interactive Shockwave ads. Other options include ads containing HTML forms with drop-down lists (Figure 12.2) or image maps that allow users to select a specific part of an ad to trigger a response. This style of ad can be effective for merchants who want to list all of their departments or some of their items in an advertisement.


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