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Make It a Banner Year

By keeping your objectives focused and your expectations realistic, you can derive significant benefits from an online ad campaign.

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This story appears in the October 2001 issue of Entrepreneurs Start-Ups magazine.

Online ads are kind of like Tae Bo videos: Some folks swear by them; others are convinced they're overhyped wastes of time and money (not to mention sweat).

The naysayers have a point-online ads won't click for every company. Is this because the Web is an unreliable venue for communicating an ad message? Hardly. The real reason some companies don't score with online ads?

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