Re: A few comparisons

From: Keith Lacy <keithl_at_vistatec.ie>
Date: Wed 13 Sep 2000 13:45:38 -0500

As a student, which is not that long ago (a few months
actually) I carried out a research dissertation
entitled: "An Investigation into Brand Building on the
Internet: An Exploratory Approach". In this I looked
at the effectiveness of Internet advertising in
comparison to traditional media. I think the main
difference comes down to a lot of highly psychological
concepts such as learning and involvement. Basically
the Internet, due to its highly interactive nature
leads to higher levels of comprehension and brand image
amongst people. There is however one big BUT, that is
people have the power to opt in/opt out and if
consumers don't have an initial interest in your
product/service well then you can be sure that the
effectiveness of an advertisement on these people is
minimal.

I could check up some references on the comparison of
new and traditional media (which I'm sure I have
somewhere !!) if you want. Another issue worth
looking at it is the study done by Millward and Brown
on the branding effectiveness of banner advertisements
@ www.mbinteractive.com (you'll find it somewhere on
their site).

Keith Lacy

Resonate Web Solutions
keithlacy_at_tinet.ie





Received on Wed Sep 13 2000 - 13:45:38 CDT