January 19, 2001, 12:00 AM

Banner Day For Banner Ads

Don Davis

Editor in Chief

The growing credit card marketing tactic of using banner ads to attract Internet users may be a brilliant strategy, suggests a new (www.andersen.com) Andersen Consulting study. Of 1,500 experienced Internet users surveyed by the New York-based firm, 25% said banner advertising drove them to shop online, compared to 14% who said newspaper and magazine advertising persuaded them to shop online, and only 11% who gave online shopping credit to television commercials.

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