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AOL study shows Web ads work

Published on .

A new study of banner advertising on America Online, Dulles, Va., showed nine out of 10 people responded favorably to advertising on the service. Overall, 55% of the respondents in content areas and 48% of users in chat areas recalled ads immediately after seeing them, according to the study by IPSOS ASI. Other findings--the boldest colors had the greatest impact on recall; and ads with new information significantly moved customers toward purchase.

Copyright March 1998, Crain Communications Inc.

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