Seth Godin recounts a painful experience filling out a form on the Jet Blue website. Here’s the key point:
The problem with letting your web forms become annoying is that in terms of time spent interacting with your brand, they’re way up on the list. If someone is spending a minute or two or three or four cursing you out from their desk, it’s not going to be easily fixed with some clever advertising.
In other words: Take some of that money you might have spent on advertising (print or online) and make your website more usable. That treats your customers or constituents better and will have more impact because giving your customers a good experience builds your brand far more effectively than any ad could.