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STRIVE FOR CLARITY: Remember, online ad banners are small, and often visible to the surfing Web user only for seconds. It's critical to explain to readers what you're marketing, using a simple, memorable message or a compelling hook. A banner carrying a software company's name and logo, for example, is likely to get far fewer clicks than a banner with the message "Click Here for Free Demos." Perhaps in no medium has the "call to action" ever been as decisive a component of the advertising message. (Submitted by Scott Danish, director of marketing, PC World Online)
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