Re: Why online advertising sucks

From: Michael Reznikov <MReznikov_at_Cara.com>
Date: Mon 19 Mar 2001 11:17:58 -0600

GERI STUNZ KONSTANTIN <geri_at_virtualadv.com> WROTE:

>3) There's no viable reason for a P&G to advertise
>online. The majority of their consumer base is not
>online. There are many more proven, reliable ways
>to cost-effectively advertise, so why take the
>chance with a client's money and risk failure? One
>would have to be crazy.

BRANDON ESTES <brandon_estes19_at_hotmail.com> ALSO WROTE:

>First, I think the majority of internet users buy
>toilet paper, tooth paste, and dish detergent. What
>I want to know is, why is there no reason for P&G
>to advertise online? I pretty much agree with you
>on this point. In my gut I know selling toilet paper
>through an online ad will not work. Is this because
>online ads are not a good tool for branding? After
>all, toilet paper is toilet paper. What sets them
>apart is the brand. What do you guys think? Is
>branding possible on the internet? If so, how do we
>do it?

Actually, P&G does advertise online, and in a
significant way. They own several (many) websites from
their corporate site to specific product sites. The
fact is, that their customer base IS online as they
offer products for everyone... and some of the stuff
YOU buy on a regular basis for your family may be from
P&G even if you don't know it.

I agree, that selling toilet paper online may not be
the most effective place to do it, but large companies
like P&G are not stupid. They won't necessarily push
their products at you. They go out and build lifestyle
sites with targeted content and then suggest products
for specific problems you may have. In this regard they
are building both awareness as well as brand, which will
hopefully drive people into the stores to buy their
product.

No doubt TV is probably a better option for reaching
mass audiences, but used properly, the Internet can be
a strong reinforcement for your brand. What other medium
allows you to immediately respond to an advertisers message?
Last time I I checked, talking to a TV doesn't get
results...sending an email to a website's help link just
might

And finally, as a large company, why do you care where
the $ comes in from? as long as it comes in... It
shouldn't matter if you sold product X on the website,
from the catalog, or off the shelf. As long as its bringing
in more than it costs to make and sell it, you should be
happy. And as far as Im concerned, the Internet allows
you to reach possibly more people than you necessarily
would otherwise....helping build awareness and if done
properly, reinforce your brand image.


My two cents...

Michael Reznikov
Analyst-Branding Team
Cara Operations
905-405-6500 ext 5202
mreznikov_at_cara.com



Received on Mon Mar 19 2001 - 11:17:58 CST