Re: Copy for banners

Bob Schmidt (schmidt_at_magicnet.net)
Tue, 30 Jul 1996 23:04:35 -0400

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Donna Zelzer writes,

>I agree, esp. since a banner ad can't be much more than a headline, anyway.
>
>thinking about it, perhaps a good way to think of banner ads is like
>billboards and other outdoor signs.. something people see as they whiz on
>past,so you need to make in brief and memorable enough so they notice (and
>in the case of store signs and web banners, stop and look and come in)

I put her comments into this perspective:

For those building or reinforcing brand names, the billboard analogy works
well.

For those whose goal is direct selling over the net, I believe the
classified ad headline is the relevant analogy.

Bob Schmidt
Provider Marketing Group
Orlando Florida

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