Using "Mad Men" advertising model for the web

Here in China, one of my guilty pleasures is watching DVDs of old episodes of "Mad Men," the cable television hit about the glory days of advertising and mass media in the 1960s.

In one episode, when Don Draper's advertising firm loses the multimillion-dollar Lucky Strike cigarette account, he takes out a full-page ad in the New York Times to announce that the firm will no longer accept tobacco advertising, supposedly because tobacco endangers the public health.

The power of display advertising

Draper has no doubt about the importance of announcing this to the public at large even though the target audience for the ad is very small, perhaps 1% of the audience of the Times -- other advertising executives, the CEOs of tobacco firms and other major advertisers, the firm's own clients.