Surprisingly, just a few years ago same people were rushing to invest their money in banner advertising campaigns. In those happy days, click-through rates were at least ten times as high as they are now. What has happened? Has audience become more resistant to Internet advertising in general? Or perhaps whole concept of banner advertising has become obsolete and we'll need to think of new ways of reaching people?

Perhaps, perhaps. There is certainly at least some truth to these claims, but they are hardly only reasons behind current crisis. Personally, I think that those responsible for planning banner advertising campaigns are largely to blame for what has happened. The difference between successful banner advertising of yesterday and pathetic banner advertising of today is vanity.

Vanity? Sounds odd, but you'll only need to look at banners displayed on a few popular sites to see what I mean. They have a nice-looking background, a beautiful picture or two, a professionally-designed logo, smooth animation and bright, pleasant colors. In a nutshell, those banners are works of art and that is exactly why they perform so badly.

More marketing, less graphics =============================

Unless you are trying to brand your business, your main focus should not be on what your banners look like. Pay attention to how many sales you make and how high your ROI is, forget aesthetics.

Some readers may be worried that such an approach might damage their reputation in eyes of consumers. Unless ads look good, they might affect company's brand negatively. Large, well-known businesses definitely should worry about that, but if you're a small business, you shouldn't over-emphasise importance of branding. You've probably seen hundreds or thousands banners in past weeks, but can you remember what even twenty of them looked like and what company or product they were advertising?

All forms of media have their own particular advantages, but with those advantages come disadvantages. By knowing just what pros and cons for these mediums are, you can get a better grasp on best place for your ads.

Radio, for example, is a very intimate type of media. Many people that listen to radio are in their cars on a long commute or at home listening while they accomplish some other task. Keep in mind that they could very easily reach over and turn off your message with a flick of wrist. The ad should grab listener's attention and make them feel like you are on a one to one level.

Advertising in newspaper can bring some great prospects-- but try advertising outside of classifieds section for a change. Ask yourself why people read newspaper. For news of course! This means your ad should be abrupt, in your face, and concise.

Although many people consider magazine advertising to be on same level as newspaper advertising, it's really quite a different story. Most magazines are specialized to a specific interest and therefore involve actual reader more than a newspaper does. Also, people tend to spend much more time with a magazine than with a newspaper, mulling over articles and pages. Your ad, too, can pull reader in, if it fits mood and tone of magazine.