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Objective and Target
The most important aspect of an effective Banner advertising campaign is initial planning. What are you trying to accomplish with Banner advertising? How will you measure success for this Banner advertising campaign? Will you be happy with increased awareness (name branding) or are we only interested in the number of leads generated, sales made or hits to the site? Who is the target market? Who is most likely to be interested in your product or message? Thoughtful planning is the foundation of any Banner advertising campaign. If you are trying to build name recognition, then you will want to fill your Advertising banners with your name and logo. If you're looking for click through volume, your logo will probably get in the way. Site category and geographic location are equally important in target marketing. Targeting the audience effects the direction of the campaign. If your target audience is teenagers then, targeting Banner advertising at conservative sites might be useless. Equally, if your key prospect is the no-nonsense business type, you might want to allow quick access to decision-making data avoid things like large animation graphics and humor. You must also consider the limitation on file size and the physical size of ads.

Good Design
Creativity can easily make the difference between a 0.5% click through rate and a 10% click through rate. Even if you only achieve a growth from 0.5% to 1% you are doubling the effectiveness of your campaign. Whether you are a well established business that can purchase regular ads from your Banner advertising budget, or a teenager creating a business with only free banner swap ads to use, you cannot ignore the critical difference that creativity can bring. Creative design does not have to mean flashy animations, but often just a few minutes careful consideration. Effective design can easily mean two words on a plain background. A good ad campaign typically involves a series of new ideas and designs. Even good designs get stale because they become commonplace. So have a range of different approaches to increase your ability to get your message to a variety of targets.

Aspects of Colour
Colours can be a most important part of the design. Many studies have indicated that people respond better to bright colors, such as green, blue, and yellow, or certain color combinations, like a rich yellow on dark blue. Also, some audiences respond better to certain colors. For example, dark rich colors might appeal to the sophisticated while bright and trendy colors can grab the attention of the rest. White and Colors such as red and black, whilst they might seem a bit basic, can be useful to provide a level of contrast or distinction in the context of the ad. So always think about the colors and the combinations of colors in conjunction with the target market. Ask your partners for feedback on color choices.

The Message
Words sell...graphic design only displays the words in a visually appealing way. Don't confuse the two. No amount of trendy design will make a poorly written ad sell for you. Your message must have the best chance of being read the first time, by using easy to read fonts like Arial, Futura, Swiss, and Helvetica. There are occasions when the more unique fonts will suit a particular situation, however the text must then be simple and uncluttered. The words need to quickly get the visitor's attention; this usually means the fewer words the better. Common strategies include posing questions, using cryptic messages and using directives. For example, a request to "Click here " on you banner can often instigate action. Questions and statements that arouse curiosity are often most effective. Most surfers value the invitation to be curious, but equally don't respond to blatant sales hype. If possible your message should compel your recipient to respond. If you don't know how to write and design a short, clever, compelling message, look around the net and find someone who does, or who already has. You can be creative with words but don't deceive. Deception and lies may get people to click on a banner, but you'll get a mailbox full of rude E-mails, and nobody will buy your product. Potential prospects can be turned off if you are too clever, so leave out the pun. Remember that the ad reflects you and your business. If they think your message is strange, then thats how they see your business. If they think the words and the images are creative then that will be their impression of you and your company. So use the spellchecker. If the banner is for a new product or service of an existing brand, don't mention the brand or your customers will think they already know everything about it.

Pointing your Banner
Which page? Internet ads don't always have to point to the home page. Often you do not want the viewer to navigate through a series of pages before they get to where you really want them to go. If you want to create leads, then point the banner directly to your forms. If you want to promote a new product, then point the ad to the product specs page or to a download page. If you're promoting content, then direct surfers directly there. Surfers will appreciate the more direct approach and that helps increase customer loyalty.

Animation & Size
Animation is certainly one of the most important ways to get attention. However poor animation is a signal to a potential visitor that your site isn't worth going to. Animation also increases the file size of a banner ad. and the risk that it will not load fast enough to have any impact at all. The total file size for GIF animations should be optimized by reducing the number of colours in the ad or by employing inter-frame transparency. You can now buy good gif animation and optimisation software cheaply for immediate download from secure servers. Examples are: Giffy98 Animagic Gif Animator and most recommended is Ulead GIF Animator 3.0. Looping must be used with caution, because it can be annoying to surfers. Having the first or last frame delayed for an extended time can minimise the annoyance. You can have it loop only a few times and stop it on the key frame. The most popular banner Ad sizes remain 400x40 and 468x60. Continue to test the results. Don't ever rest on your laurels. An internet Banner advertising campaign is always under review. You don't do a small test and then a big rollout. With internet Banner advertising you should always be testing. The most measurable form of advertising you can do is internet Banner advertising. The very nature of the system allows you to easily monitor the performance of every banner. Create a range of ads- some static; some animated; some upbeat; some plain. Test them all separately under the same circumstances. Choose the best and then work on creating a better one to beat it. Whatever else you do, spend a little time getting your banners right.