Cyber-surfers will enter the Warner Bros. Virtual Lot, http://www.warnerbros.com, and be directed by a "passenger" in the WB limo to go to New York Street. On New York Street, Warner Bros. and Microsoft have built an Office '97 Store. By "clicking" anywhere on the 'store', cyber-shoppers will be able to enter the Microsoft Office '97 web site to receive more information on the latest MS suite of Office products.

"Environmental advertising means several things," says Senior Vice President, WB Online Jim Moloshok, "We've designed our sites so that banner ads exist in an environment where the consumers' eye is drawn to the client's message. Combining our unique advertising environment with Anderson & Lembke's outstanding creative online advertising, Microsoft's online agency of record, should create unprecedented results for Microsoft Office '97."

Warner Bros. Online Environmental site design sets a new standard for online response rates. According to other web advertising placement firms, a "standard" response rate is between 2 and 3%.