The use of banners has been declared dead by almost everyone that writes about online marketing. The problem is, and the question that must be asked is then "Why are there still lots of places that have them?"
In the old days of the Internet the banner ads were used for click-throughs; they no longer serve that purpose. So don't get all confused about all that talk about banners not working. They do. Just not for the purpose they originally were created for.
Now what should we be using banners for? It is for the promotion of your URL. Everything it does should be for the purpose of putting that URL in the users mind. Everytime they look at it they will be programmed to think of you, over and over again. That is the major purpose of banners today.
Now, secondarily, but still important, is that the banner should also include a call to action for the viewer. Tell them to do what it is you've created the page for.
So don't throw the thought and use of banners away, but rather use them for the puposes we've talked about and they'll be a great performer for you. Just don't look for click-throughs on them.
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