Re: Why online advertising sucks

From: Geri Konstantin <geri_at_virtualadv.com>
Date: Thu 22 Mar 2001 09:34:14 -0600

MICHAEL REZNIKOV<MReznikov_at_Cara.com> WROTE:

> 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.
>
> 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?
>
> 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.

Boy - here we go again with semantics. Last time it was
"branding". This time it's "online ad".

What is the definition of an online ad? It COULD be
all-encompassing to say the least, but it really should
NOT be and maybe that's why there is so much confusion
on the Internet today and why these discussions go off
on tangents.

P&G's own websites are not what I consider advertising.
Their websites are their "virtual stores". Like
placing products on a shelf. They are information
centers, not ads - as I said previously... "I bet
you won't find the big boys doing online advertising -
they'll be doing interactive online product and service
websites instead. "

Ads convince you why to buy a product. Websites do not
necessarily do that - they provide information on
products & they CAN sell you products, but it's not
the same as an "online ad" and it's hard to explain.

I relate advertising online to running banner ads on
sites you do not own. Or sponsoring another company's
website. Or sending mass e-mailings. Advertising that
is a paid placement in another transmission vehicle that
reaches a specific audience.

A website, on the other hand, may or may not reach a
specific audience. It may or may not be targeted to a
specific market. It is a form of advertising but is not
an "online ad". (I'm sure I will get letters on this one!)

Also, your comment that a big company "shouldn't care
about where their money comes" from is precisely what
is wrong with most dot coms today. To do advertising
correctly, you need to define your target audience for
a specific product and then devise strategies to reach
that audience most cost-effectively as possible. The
Internet is NOT a proven advertising medium. You simply
can't place an ad on Yahoo and be assured of who and how
many people will see your ad and when. And any big
company would gladly spend their money safely, instead
of risking it on a newer medium. Big companies are
many times more difficult a sell on ad space because
they demand results. They do care where their money
comes from. They track demographics, psychographics,
buying patterns, shelf position, and everything else!
All this matters. It is critical to success.

You claim P&G's target audience is on line because they
use toilet paper. You forget that maybe they do not BUY
toilet paper. Users of products are not necessarily your
target audience. Offering products to everyone does not
mean everyone is your target audience. When you advertise
TP, your goal should be to advertise it to buyers, not
its users. if you don't you'll waste your money...

Advertising a pizza online is not as effective as
advertising it on TV at 5PM. It's that simple. And
it's that complex - And I don't know how I can
explain it in a reasonable amount of words.

Online advertising will gain market share, but not
so quickly - it will take a few years.

Geri Konstantin, Principal
Stunz | Konstantin
Advertising | Website Development | Search Engines
Boca Raton, FL
Geri_at_StunzKonstantin.com



Received on Thu Mar 22 2001 - 09:34:14 CST