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Banner Branding vs. Click-Throughs
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There are two goals of a banner campaign, branding and click-throughs.
A branding campaign is more concerned with how many people see the brand name and not as much with how often it is clicked.
Coke, for example, just wants to bring their name to mind, visiting their Web site, is secondary.
Beamed.com on the other hand is more interested in click-throughs to the Web site, which can ultimately generate sales.
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