So here are a few simple tips you can take away from this exercise...

Remember to use your own intuition to review campaigns and your sales strategy.

- Put in place a sales policy that covers the key standards

- Ask new recruits to critique your website with fresh eyes

- Get your team to steer their clients away from the rocks as well

What Flops?

- Spam: email that's sent without permission or without relevance to the customer

- Pop-ups: intrusive formats that break up the viewer's experience

- Heavy banners: poorly produced artwork that is too large for the pages (see our lessons on creative standards for solutions to this)

- Automatically expanding content: used without appreciating the reader's experience this can be frustrating

- Inappropriate marketing: the wrong message to the audience

- Pop-up advertising formats

- Lack of usability testing

What rocks?

- Here's what you said on todat's Academy...

- Accountable: Easy to measure

- Video: you can stream video content into banners

- Adjustable: It's easy to change - if I want to change it I can

- Smart use of space: Expandable banners create more space for each advert

- Depth of information: even the most simple advert can be a gateway into a catalogue of deep and rich information

- Intelligent agents

- User-generated content

- Citizen journalism

- Google Adwords and Adsense

- Access to broadcasting technology has been opened up to all