This should go in your banner.tmpl file. I am not bothering with BANNER_TYPE_3, since I am not really sure how I would represent that in a COinS format, anyway.

Thanks to David Walker for showing me how this would work.

<TMPL_IF BANNER_TYPE_1>
    <TMPL_IF ATITLE>
        <TR valign="top">
            <TD class="LabelBold">Title:</TD>
            <TD class="Label"><TMPL_VAR NAME="ATITLE" ESCAPE='HTML'>            
            </TD>
        </TR>
    </TMPL_IF>
    <TR valign="top">
        <TD class="LabelBold">Source:</TD>
        <TD class="Label">
            <TMPL_IF BTITLE>
                <TMPL_VAR NAME="BTITLE" ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF ISBN>
                [<TMPL_VAR NAME="ISBN" ESCAPE='HTML'>]
            </TMPL_IF>
            <TMPL_IF AULAST>
                <TMPL_VAR NAME="AULAST" ESCAPE='HTML'>
            </TMPL_IF>
            <span class="Z3988" title="ctx_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:book<TMPL_IF ATITLE>&rft.atitle=<TMPL_VAR NAME="ATITLE" ESCAPE='URL'></TMPL_IF><TMPL_IF BTITLE>&rft.title=<TMPL_VAR NAME="BTITLE" ESCAPE='URL'></TMPL_IF><TMPL_IF ISBN>&rft.isbn=<TMPL_VAR NAME="ISBN" ESCAPE='URL'></TMPL_IF><TMPL_IF AULAST>&rft.aulast=<TMPL_VAR NAME="AULAST" ESCAPE='URL'></TMPL_IF><TMPL_IF INST>&rft.inst=<TMPL_VAR NAME='INST' ESCAPE='URL'></TMPL_IF><TMPL_IF YEAR>&rft.date=<TMPL_VAR NAME='YEAR' ESCAPE='URL'></TMPL_IF><TMPL_IF SPAGE>&rft.spage=<TMPL_VAR NAME='SPAGE' ESCAPE='URL'></TMPL_IF><TMPL_IF EPAGE>&rft.epage=<TMPL_VAR NAME='EPAGE' ESCAPE='URL'></TMPL_IF>"></span>            
        </TD>
    </TR>
    <TR>
        <TD>
            <TMPL_IF INST>
                <TMPL_VAR NAME='INST' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF YEAR>
                yr:<TMPL_VAR NAME='YEAR' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF SPAGE>
                pg:<TMPL_VAR NAME='SPAGE' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF EPAGE>
                -<TMPL_VAR NAME='EPAGE' ESCAPE='HTML'>
            </TMPL_IF>
        </TD>
    </TR>
</TMPL_IF>



<TMPL_IF BANNER_TYPE_2>
    <TMPL_IF ATITLE>
        <TR valign="top">
            <TD class="LabelBold">Title:</TD>
            <TD class="Label"><TMPL_VAR NAME="ATITLE" ESCAPE='HTML'></TD>
        </TR>
    </TMPL_IF>
    <TR valign="top">
        <TD class="LabelBold">Source:</TD>
        <TD class="Label">
            <TMPL_IF JTITLE>
                <TMPL_VAR NAME="JTITLE" ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF ISSN>
                [<TMPL_VAR NAME="ISSN" ESCAPE='HTML'>]
            </TMPL_IF>
            <TMPL_IF AULAST>
                <TMPL_VAR NAME="AULAST" ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF YEAR >
                yr:<TMPL_VAR NAME='YEAR' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF VOLUME >
                vol:<TMPL_VAR NAME='VOLUME' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF ISSUE >
                iss:<TMPL_VAR NAME='ISSUE' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF SPAGE>
                pg:<TMPL_VAR NAME='SPAGE' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF EPAGE >
                -<TMPL_VAR NAME='EPAGE' ESCAPE='HTML'>
            </TMPL_IF>
            <span class="Z3988" title="ctx_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:journal<TMPL_IF ATITLE>&rft.atitle=<TMPL_VAR NAME="ATITLE" ESCAPE='URL'></TMPL_IF><TMPL_IF JTITLE>&rft.jtitle=<TMPL_VAR NAME="JTITLE" ESCAPE='URL'></TMPL_IF><TMPL_IF ISSN>&rft.issn=<TMPL_VAR NAME="ISSN" ESCAPE='URL'></TMPL_IF><TMPL_IF AULAST>&rft.aulast=<TMPL_VAR NAME="AULAST" ESCAPE='URL'></TMPL_IF><TMPL_IF INST>&rft.inst=<TMPL_VAR NAME='INST' ESCAPE='URL'></TMPL_IF><TMPL_IF YEAR>&rft.date=<TMPL_VAR NAME='YEAR' ESCAPE='URL'></TMPL_IF><TMPL_IF SPAGE>&rft.spage=<TMPL_VAR NAME='SPAGE' ESCAPE='URL'></TMPL_IF><TMPL_IF EPAGE>&rft.epage=<TMPL_VAR NAME='EPAGE' ESCAPE='URL'></TMPL_IF><TMPL_IF VOLUME >&rft.volume=<TMPL_VAR NAME='VOLUME' ESCAPE='URL'></TMPL_IF><TMPL_IF ISSUE >&rft.issue=<TMPL_VAR NAME='ISSUE' ESCAPE='URL'></TMPL_IF>"></span>            
        </TD>
    </TR>
</TMPL_IF>


<TMPL_IF BANNER_TYPE_3>
    <TR valign="top">
        <TD class="LabelBold">Source:</TD>
        <TD class="Label">
            <TMPL_IF TITLE>
                <TMPL_VAR NAME="TITLE" ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF NUMBER>
                [<TMPL_VAR NAME="NUMBER" ESCAPE='HTML'>]
            </TMPL_IF>
            <TMPL_IF INVLAST >
                <TMPL_VAR NAME='INVLAST' ESCAPE='HTML'>
            </TMPL_IF>
            <TMPL_IF YEAR >
                yr:<TMPL_VAR NAME='YEAR' ESCAPE='HTML'>
            </TMPL_IF>            
         </TD>
    </TR>
</TMPL_IF>