The invention allows a user to directly access multiple Internet resources by activating predetermined areas within a single banner ad with a single click. The inventive graphical advertising object contains embedded links to multiple Internet resources. Each such link may be associated with a specific graphical primitive within the graphical advertising object. When the user activates the particular primitive, the user's browser is re-directed not simply to the home web page of the advertiser's web site, but to the specific resource, product or service within that web site. The invention obviates the need for the user to navigate within the advertiser's web site after the user clicks on the banner ad. Alternatively the specific resource, product or service within the advertiser's web site may be determined according to the portion of the advertising object activated by the user.