A Study on Internet Banner Ad for Effective Communication

Abstract

As the number of computerized communications users exceeds one million, the internet has been paid attention not only as a new communication medium but also as an ad medium. Seeing the history of advertisement,whenever a new medium appears, it has changed its style and contents to be fit with the new medium.The new communication medium shows its effect even in the internet ad which responds to the change of times most sensitively.Banner ad, the type of ad most generally performed on the internet accounts for roughly half of total internet ads,Banner ad makes interaction through two-way communication with active customers possible,by shich advertisers can grasp their immediate responses.While the future of existing media ads is downside, internet banner ad has been fast frowing like this which is because that the media character of the internet is suitable for future ad. However it was found that banner ad, the first-generation of internet ad has decreased clicks and even in case of clicks consumers do not visit it again.That is it means that banner ad has problems with its role as a tool of communication.Hereupon this study intends to anlyze the communication role of internet banner ad on web browser and changes of style and suggest a new development direction of banner ad for effective communication