The changeable business environment has made the competition among businesses more aggressive and fierce. As a result, the marketers have felt the need to introduce creative and innovative ideas to build a favorable and long lasting image in the public. Creative and unique forms of promotion are also essential to have an edge over the competitors in the marketplace.

There are various ways to communicate efficiently to the potential customers. Entrepreneurs employ broadcast, print and online advertisements. They either promote the brand name of the organization or sell products and services. Internet is one of the widely used medium to advertise the products and services. The advertisers commonly deploy web banners as this form has the potential to promote the brand effectively and efficiently.

Web banner advertisements are widely used as they offer a marketer various advantages. An advertiser can promote his advertisements on various other websites that relate to the advertiser's business. For example, a marketer selling ice cream can place his advertisement on websites that sell ice cream glasses or cups and other such related things. A marketer does not have to depend on the customer to visit his website. An advertiser can reach the wider customer base through other advertiser's websites. A businessperson should create an attractive advertisement to allure the attention of a viewer instantly.

A banner designer can use sound and animation to make the promotion appear unique. You can also use flash that is an interactive feature. An interactive feature on the web page catches the attention of a viewer easily. However, it should not obstruct the reader from viewing the information on the page. This might distract a reader's attention and he may not view the advertisement. An advertiser can use flash for this purpose. Flash banners are able to deliver the effects of fine quality. They use vector animation that occupies less memory. Animated banners unfold a wide spectrum of colors for an advertiser to select. You should use colors that reflect the logo or product of the company. This is to create a visual impact on the mind of an onlooker.
Communicating a commercial message effectively to the prospective customers is one of the key factors of a marketer's success in the fierce battle of competition.