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Cut to the Chase: Online

Published on .

Company: Lexmark International, Lexington, Ky. Agency: W.B. Doner, Southfield, Mich. Market: IT managers, small businesses Quick chase: From a visual perspective, the banner ad for Lexmark is nothing to write home about. A steel-gray printer set against a dull gray background is easy to pass by. But all that gray serves as the backdrop for the headline: "Everyday, Lexmark printers go to work for 75% of the top banks, retailers and pharmacies?" Now we're talking, because a headline suggests that if Lexmark's products are good enough for three-quarters of some of the economy's top industries, they should be good enough for just about any business. Those who click the banner will find a terrific-looking landing page that's brimming with options. Clue: The site allows visitors to interactively kick the tires on the line of printers by rotating them 360 degrees. That's a technique worth copying.
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