Beyond the banner

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Advertising that encompasses a range of formats, not simply banners.

This is the idea that, in addition to banner ads, there are other ways to use the Internet to communicate a marketing message. These include sponsoring a website or a particular feature on it; advertising in email newsletters; co-branding with another company and its website; contest promotion; and, in general, finding new ways to engage and interact with the desired audience. Beyond the banner approaches can also include the interstitial and streaming video infomercial. The banner itself can be transformed into a small rich media event.

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