Banner ads and clickthroughs

In http://www.geekpress.com ,it says :

“Research suggests that banner ads are effective not because of click-throughs but because they foster a familiarity with the product that promotes positive feelings”

Actually I do not know if any body actually sees the banner ads .I always see several ads in the e-mail programme I use but never have I even looked at those ads in my hurry to go the inbox. Even the pop-up ads which block the main web page view do not receive any attention and get X’ed as soon as they appear.

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