Expert: Sean Trapani - 10/11/2006

Question
What is the most important thing we can keep in mind will doing Banner Advertisements?

Answer
I think different experts could answer this question in different ways. But since I'm an ad man, I'll answer in terms of content versus technology.


People respond to their desires and fears. In some way, your product or service has to help them fulfill a desire or help them avoid losing something they fear losing.

So, in terms of banner advertising, I'd say your first frame would promise fulfillment before it starts "selling." Otherwise, people realize it's an ad right away and tune you out.

frame 1: promise fulfillment (don't mention product)
frame 2: say your product/service can answer desire
frame 3: tell them what to do next


for example

frame 1:  stop embarrassing acne outbreaks
frame 2: new Oxy had triple the medicine
frame 3: click here for free sample


Hope that helps. Good luck!



Prof. Sean Trapani