When people tune out elements on a page that don't seem to be part of the site's core content, because it looks like an advertisement. 

University of Michigan - Ann Arbor

When corporate content (such as announcements or promotions) looks too similar to advertisements, people will miss them due to "banner blindness." Intranets should have dedicated spaces for promotions so it is easier for users to tell the difference between ads and specific site content.

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