Study asks what's beyond banners

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Jupiter Communications issued a new research study providing an in-depth look at new advertising models being exploited on the Internet. The study, dubbed "Banners and Beyond: Strategies for Branding, Driving Traffic and Sales," looks at advertorials, interstitials and "nested" ad content and rates each ad style for effectiveness in targeting, branding and driving traffic. The study also discusses technological issues, including whether consumers can access the ad.

Copyright May 1997, Crain Communications Inc.

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