Re: Barrier to entry.

From: P.K. Van Deloo <pk.vandeloo_at_Corp.Respond.com>
Date: Thu 16 Mar 2000 09:22:15 -0800

VIN TON WROTE:
> Can a successful ad campaign and, or brand create
> a significant barrier to entry? And how to do so
> successfully? This post is regarding to the
> explanations from dot.com companies trying to
> justify the exorbitant amounts of capital devoted
> to advertising both on and off line.

Being the first brand (not necessarily first mover) in
a category is obviously what is driving these
advertising spends. Look at how Amazon = books in the
online marketplace. One ad campaign does not make a
brand, but ad campaigns certainly contribute to being
the first to brand an idea. Other brand building
efforts are necessary, on and off line. But as
dot-coms all try to be THE brand in their category,
consumers are confused by all the clutter. This makes
it difficult for any advertising campaign to create a
significant barrier to entry.

P.K. Van Deloo
Senior Marketing Manager
Respond.com
http://www.respond.com
Shopping By Request
At Respond.com, you simply make a request in your own
words to get exactly what you want.




Received on Thu Mar 16 2000 - 11:22:15 CST