In-class Exercises

Exercise A
Go to the Alta Vista Search Engine. Type in "Dr. Newell Wright" (remember to use quotation marks). Look at each of the pages that are active. What can you tell me about the search process? What does the search return? What should be included on each of the pages to make them more useful?

Exercise B
Read the following articles on Banner Advertising.

• http://www.hotwired.com/brandstudy/
• http://www.simweb.com/digitrends/content/news/01-13-97folio/01-13-97-07.htm
• http://www.netb2b.com/cgi-bin/cgi_article/monthly/96/12/01/article.1
• http://www.wilsonweb.com/articles/bannerad.htm

What is a "click through" rate? What are some current click through rates? How can banner advertising be more effective? What elements of the advertisement enhance click through rates? If you were a consultant recommending a banner ad, what would you tell your client?

I am not interested in reading a dissertation, rather I am interesting in seeing that you have understood the importance of banner ads. So keep your responses appropriately brief.

Send me a brief e-mail message with your answer (remember to set your Netscape browser). To get credit, your e-mail message must be received before the timestamp on an e-mail message I will mail to myself at the end of the exercise.