Grokdotcom provides some suggestions for creating persuasive advertising with banners using the Victoria's Secret ads as an example to follow. It's all about scent and the momentum/consistency of the message in the readers's flow from ad click through to product exploration/discovery and purchase.

1. Grab the visitor's attention (through the use of eye candy, if need be, but always by saying something of value)

2. Craft a landing page that is consistent with the message of the ad and relevant to the problem the visitor is seeking to resolve

3. Deliver on that message.