Online advertising includes display ads, banner ads, email marketing, etc. When I build a website, I also create a little ad campaign for the company and work it into the website itself to help build loyalty and make the most of online real estate. As for low-life, flashing or shaking "click on me" banner ads—no, I don't do that.

Online Display Ads

Here is a series of ads for a doctor's office that appear throughout their own website, specifically throughout their knowledge center where they have many articles covering helping people understand and better cope with various maladies. Thanks to SEO, a visitor could come straight into any page of the website directly from Google. So I have ads to introduce the practice and get people interested.

The creative strategy in this series of examples is a subtle knock against walk-in treatment clinics where your doctor is generally a stranger. A doctor who doesn't know you and who, chances are, will never see you again, it likely to treat patients more superficially than a doctor who knows he will be seeing the patient again. It plays up the advantage to a family medical center with a doctor who knows you. In some cases, Dr. Carlson also treated the parents and siblings of a patient. He is a stickler for taking notes and keeps the most detailed notes on every patient's medical history and issues. So when it comes time to diagnose, he has an entire data base to draw information from.

In any advertising campaign... any marketing really... the entire source of power comes from within the product or company. Always. Advertising doesn't come from a copywriter. The copywriter gets his ideas from study and use of the product itself. That is called "doing one's homework." Then he or she has tools to help guide what he does with that information creatively. This campaign came because in the process of learning about the doctor, his wife told me how he always takes the most incredible notes. And why.