While banner advertising ideally generates immediate sales, its role in building brand recognition makes their ads a useful marketing tool even when Web surfers don't click on the banner. Banner ads are effective in progressing a potential customer from unawareness of your product or service to ‘front-of-mind’ awareness, in which your brand is the first thing that comes to a buyer's mind. With enough exposure to your advertising, Web surfers subconsciously register your brand even when they're not directly focusing on your banners.

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