Re: Why Online Advertising Sucks

From: Brian Shepherd <bshepherd_at_lycos-inc.com>
Date: Mon 26 Mar 2001 10:47:07 -0600

GERI KONSTANTIN <geri_at_virtualadv.com> WROTE:

<Please get real- do you really think Coke would put up
<billboards for 7-year-olds who don't drive? If a kid looks
<at the billboard it's a side benefit.

Geri, with all due respect, I'm going to say you're wrong
about your assumption of Coke's intentions. I believe
billboards can be incredibly beneficial for advertising to
7 year olds who don't drive. I still remember as a kid
riding in the back seat of my parent's car, driving back
and forth up the east coast along Route 95, seeing signs
for "South of the Border!" "Stuckies!" And that was 20
years ago! I can't remember one ad I saw from Friends
LAST NIGHT! When I was a kid, if I saw a sign for
McDonald's, I'd ask my parents "when can we eat?". Remember
that Coke is a huge brand, and youngsters are their main
target. Yes, even seven year-olds. I will give a good
example off a theme you presented in your next sentence.

<In case you haven't noticed, every gas station sells Coke.
<Adults drive a car - they get thirsty - their car runs
<out of gas - they stop at the gas station & buy gas &
<guess what- they buy a coke.....

Exactly. And guess what? Kids get thirsty too. Kids are
waiting while the car gets filled up with gas. "Mom, can I
have a coke?" You've been in the business long enough to
know that Coke's goal is to get it's brand in front of a
person so that when that person wants to have a drink, they
choose a Coke. Mostly, because it's there.

<Brilliant marketing. besides, billboards don't have
<the annoyance factor of badly done banner ads - and they
<are not in your face.

I agree with you here to some extent, but let's not compare
apples to oranges. I hardly think billboard advertising and
online advertising are the same thing. I could also argue
that billboards don't have the annoyance factor of badly
done television ads, or badly done radio ads. Right? I could
also argue that to me, some billboards are annoying but in
a different way. I hate when I'm driving 65 along a major
highway, and I see an interesting ad, that has so much copy,
that if I were to read it all, I would drive off the road.
I've also seen billboards that have surprisingly small print,
you can hardly read them. Don't forget that "annoying" is
subjective. I find Barney, the purple whatever he is
annoying. But, my daughter LOVES him. I find Regis Philbin
annoying, but my wife loves his show. You can't please
everyone.

<And with regards to your alluding that recognition is
<branding, it's not - but I will not go further, we just
<had a month of discussions on the definition and I want
<to move on to new subjects.....

I won't open this can of worms either....Good stuff and
insight.

Regards,

Brian K. Shepherd
bshepherd_at_lycos-inc.com
781-370-2774






Received on Mon Mar 26 2001 - 10:47:07 CST