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SIDEBAR: How to use banners effectively

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  1. Find out how your customers search the Internet and advertise accordingly.
  2. Use some form of interactivity in your banner to involve the user.
  3. Before designing, map out all banner ad transitions and creative elements.
  4. Time banner transitions, testing user response to fine-tune your timing.
  5. Include banner elements that educate first, entertain second.
  6. To better target Web site visitors, buy general keywords on search engines.
  7. Segment keywords further only after carefully comparing costs and results.
  8. Use drop-down menus and check boxes to transport users to Web pages.
  9. Avoid incorporating nonfunctional elements designed merely to elevate click-through.
  10. Keep advertising in traditional print media to maintain your market reach.
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