Alphabet St.
May 2004
Table of Contents
  • Behind A Click! 
  • Bannerology 
  • M & M 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 
  • MKTG Magazines 

The GOLD Archive 2000::04

GOLD XVI, Feb. 04

GOLD XV, Nov. 03

GOLD XIV, Aug. 03


GOLD XII, Feb.03

GOLD XI, Oct.02

GOLD X, Jul.02

GOLD IX, Apr.02


GOLD VII, Oct.01

GOLD VI, Jul.01

GOLD V, Apr.01

GOLD IV, Jan.01

GOLD III, Oct.00

GOLD II, Jul.00

GOLD I, May-00

Y2K, Jan.00

Free subscribe
E-mail DMLR*News

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition n.17
    I. Behind A Click!

    "Interactive is the Active Ingredient in the Marketing Mix" (theme launched by the Interactive Advertising Bureau).
    The Banner is the main advertising tool created by the Internet: a graphic image --GIF or JPEG file, static or animated-- which opens an immediate link to another Web site in order to achieve trade, promotional and/or informative purposes. The banner placed onto a Web site is working even when associated with affiliate programs. In that case, they are operational tools of a contract as for that one affiliate advertises the affiliating's Web site, in change of a commission or other benefit for every customer that will reach the affiliating Web site by clicking on the exposed banner.
    The most common banner ads measure 468 pixels wide and 60 pixels tall --see live sample at the top of this page. According to the Internet Advertising Bureau guidelines recommend banners should respect other standard sizes, i.e. 234x60 pixels and 120x240 pixels as vertical banner.
    An online ad unit that is significantly taller than the vertical banner is called Skyscraper ad. Two most common formats of skyscrapers are 120x600 and 160x600. While a graphical advertising unit, smaller than a banner ad, is typically measuring 120x90 pixels also known as Button ad.
    "Beyond the banner" are online advertising units not involving standard GIF or JPEG banner ads. The ad units could be interstitials, superstitials, streaming video ads, etc.
    The effectiveness of a banner ads campaign is expressed by the Click-through, the measurement of a user responding to an advertisement unit by clicking on the ad causing a re-direct to the advertiser's destination, either another Web location or another frame or page within the advertisement. So the Click-through rate (CTR) will be the percentage of Web visitors who click on a clickable advertisement (banner, button, or text link). Usually CTR are likely to be in the range of 1% to 3%.
    The level of CTR one advertiser has to expect from a banner ad depends on the ad placement and the design mix --size, colors, text, graphics. Banners are usually sold on a CPM, cost per thousand banner views, basis. To study the types of formats being used by Web marketers, you may analyze the Internet ad revenues broken down by ad formats for 2003 full year revenue:
      Banners (21%)
      Sponsorship (10%)
      Classified (17%)
      Keyword Search (35%)
      Rich media (8%)
      E-Mail (3%)
      Other Media (6%)

    — Data source:

    II. Bannerology

    By the way many banners are and have been rotating since 1997 on DMLR. They have been linking to different sites from portals on marketing to several software providers... Let's start visiting some banners I have displayed to connect my website to other online resources very useful for every professional working daily with a computer connected to the Internet,
    Bannerology Vol.I
    Greatest DMLR hits have been broadcast by banner ads. Now some of the best DMLR campaigns are collected here
    Bannerology Vol.II
    Finally I resume for old and young readers of DMLR*News the external campaigns that have been supported through banners placed on this site,
    Bannerology Vol.III
    Much more: 26 ways to write power copy on banner advertising? Click h e r e.
    How to import a DMLR's banner? Click h e r e.

    III. M & M (pt.2).
    M & M stands for Market and Memory! What did it matter 20 years ago in the international marketing arena? Which and how were the main trends and products influencing the markets? Which of them did survive becoming a must for the consumers behavior?
    These news belong to the 1984:
    — After a few months of selling the sweetener Aspartame (or Nutrasweet) the G.D. Searle company reached a turnover of US$590 millions. But at the same time a bitter dispute over aspartame's safety began. [Business Week]
    — That year signed a rapid growth of sales for the medicines over the counter. 3 factors were leading this new market: pharmaceutical industry had many advantages in expanding the consume of products saleable without receipt; 3 out of 4 people were willing to cure by theirself; governments aimed to redirect partly the social costs of medicines onto the private users. [The Economist]
    — Sexual habits were switching towards conservatism. Marriages and births were up, whereas divorces down within the middle class. New keys affirming fidelity, engagement, long relationship and intimacy had been going to orient the themes of Hollywood's movies. The sexual revolution in the 80s was over... [Time]
    — Americans spent 17 cents per dollar for feeding, Japanese 32 cent. And Europeans? They stand in a middle position. The governments of the industrialized countries did aid the agriculture and support foodstuffs prices. So about 2 million of farmers received US$ 2 billions in the USA and 8 million of farmers US$ 16 billions in the European Economic Community! [The Economist]
    — Lipton's iced tea got great welcome by European consumers. Lipton was one of the major brands builders in the battle for the global palate! [Financial Times]
    — Marketing analysts were expecting private labels, products made or owned by retailers, to gain higher market shares in the retail trade despite most famous branded products had great intensity of advertising.
    Part I of 1984 issued on DMLR L i t e 10.

    IV. Direct Marketing.
    Key resources on Direct Marketing (DM) and Internet Marketing (IM) have been selected by me h e r e. You will find a comprehensive collection of websites as your KEYS to enter both traditional and Web-based direct marketing!
    More: the DIRECT MARKETING glossary is always available on, as English text, in a 3-document edition (PDF) you can browse or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English from

    V. Linked Resources.
    I have received this information on marketing courses e-mailed by the Istituto Internazionale di Ricerca.
    Spett. Dott.Dondi, anche quest'anno l'Istituto Internazionale di Ricerca ha organizzato dei corsi relativi all'area Marketing. Vi saremo grati qualora segnalaste il nostro calendario corsi nel vostro portale. In allegato le invio il documento riguardante l'elenco dei corsi in oggetto. Resto a disposizione per qualsiasi informazione. Cordiali saluti. Andrea Buffoni,
    Among the IIR-Italy courses I have selected the following:
    • Business Communication, Jun. 22 (2 days)
    • Marketing Plan, Jun. 28 (2 days)
    • Marketing Funndamentals, Oct. 27 (2 days)
    • Press Office, Oct. 28 (1 day)
    • Certified Web Audit Specialist, Nov. 18 (2 days)
    • Certified Web Content Specialist, Dec. 1 (2 days)
    More info?

    VI. MyQuiz.
    What is BLOG and who are BLOGGERS in the Internet slang? (Find answer in DMLR*News Lite, come June).

    VII. MKTG Magazines.
    Dear Subscriber, what I have done for you in association with is to set up a brand new page with a selection of international marketing magazines. Titles and links are shown by rotation. Hope this help you save time & money!
    This service is available here!
Copyright 2004 - All rights reserved (except where indicated). Issued: 27 May 04.
Roberto Dondi --word processing, HTML and the ropes.