Typography and Web Advertising: Making Every Opportunity Count

June 26, 2007 at 10:24 am Leave a comment

Alexander W. White writes on two of my favorite subjects Typography and Web Advertising.

So why is so much advertising, including web advertising, so skippable?
Partly, I think, because advertisers make the mistake of thinking of
the audience as viewers rather than targets. The distinction is real: A viewer is one who views,
which implies—but does not necessarily actually deliver—their
attention. It is a soft and flabby term that describes a mostly passive
audience. On the other hand, a target is one to whom an ad is aimed, and suggests aiming, accuracy, and a more active, vigorous stance by the advertiser.

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Entry filed under: Advertising, Design and Usability, Marketing, Tips & Advice, Typography & Publishing.

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