Jaffe Juice: Please Sir, May I See My Ads? says: “And even when an ad is found by its intended seeker, we’re still not out of the woods. In typical client presentations, agencies tend to mock up the creative in a neatly grayed-out mock-up of the intended site. The only problem is that when viewed live, the impression – when littered with competing creatives, pop-ups and copy – may end up passing the client by, like a ship in the night. ”

Well, see, for me this is very simple, and not a problem caused by the ad seller at all; it's a problem caused by the designer and the guy making the pitch to the client in the first place.

If you want your buyers to be educated about the online ad world, you just might have to educate them. When selling, assume nothing. Rule #1. Learned it while working for minimum wage. It's not hard.

Do mockups with the ad inserted in a mockup of the page in which you intend your ad to be seen.

Make sure the client is OK with the way it looks in situ, as it were.

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