Re: Barrier to entry.

From: Whiteside, John <John.Whiteside_at_CWUSA.COM>
Date: Fri 17 Mar 2000 13:37:00 -0500

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.

It certainly can. Being the first in a category helps
-- if you advertise effectively AND deliver on your
promises, you can quickly become the leader in
consumer's minds in that niche. ("Buy books online."
Who did you think of?)

Thus we have dot comms spending a lot to get people to
their site. Of course, many of them are creating
advertising that doesn't work very well, and failing to
delivery when people actually show up at their sites,
but that's another story...





Received on Fri Mar 17 2000 - 12:37:00 CST