Business 2.0 has a detailed, but interesting, tale of creating a “dot com” ad. It tells of the creative process and results, which were: “We determined through research, that consumers liked the ads but still weren’t sure what the site did.” That is a common problem with dot com ads. You have an advantage if your domain name says what your site does and you can then use your ad dollars to wham that URL into people’s heads. But that is often not the case. (via xblog)