Re: Why online advertising sucks

From: Geri Stunz Konstantin <geri_at_virtualadv.com>
Date: Tue 17 Apr 2001 11:56:09 -0600

Rob Frankel <rob_at_robfrankel.com> WROTE:

> First of all, Brian, it's so incredibly obvious that
> you and Geri are talking at such different levels of
> expertise that to a bystander, it's almost laughable.
> Geri has her, um, opinions and that seems to be that.
>
> For the record, in the earlier part of my career, I
> did not work at McCann, but I sure worked at a lot of
> other big agencies for many international and national
> accounts and this was the experience I had:
>
> 1. Anything that increased the client's brand awareness
> was considered advertising. That included signage, logo
> displays, trade show booths, matchbook covers, promotional
> mentions. And that makes sense for at least two reasons:
> First, it gave the ad agency an opportunity to maximize
> the amount of brand exposure they could claim credit for
> -- and believe me, they did. If an old lady were to
> get run over by a car and the body still had a Goodyear
> imprint, they counted it. Second, it provides the basis
> for "clutter" studies. As early as the 1970's, the
> rule of thumb that was widely accepted throughout the
> agency industry was that the average person was
> exposed to something like "5,000 ad impressions
> per day". Those ad impressions counted everything I
> mentioned above, and more.
>
> 2. There is no advertising or brand strategy for Coke.
> Period. Other than maximizing sales revenue and market
> share (Duh). Of course, everyone is too afraid to say
> that the Emperor is wearing any clothes, but that's
> the real story with Coke and several other major brands
> that I analyze in my book (<--subtle plug). As I may
> have mentioned here before, Coke is a very successful
> brand, but it is not a good brand, commanding the loyalty
> and evangelism of its users. Coke's marketing strategy
> has always been one of high awareness and sales tactics
> that would make stormtroopers blush.
>
> Advertising -- unlike medicine, law -- is a totally
> unlicensed profession. Which means anyone can set up
> shop and be in business, regardless of education, talent
> or ability.
>
> Be careful out there.......

Gee Rob - I don't know if I should stop laughing
and start crying, but you can't be serious. I may pass
you comments on to the marketing heads of Coca-Cola,
who will be sure to have a good laugh over your ridiculous
comment.

Secondly, my "um....opinion" is that your definition of
advertising is a non definition. But if it were a real
definition, then, let's see....the latest reports of all
these dot-coms having less advertising revenue must be that
they have stop paying for themselves to put up their own web
pages.....no, wait a minute....since online advertising is
down, then it must be because there are less web pages out
there --- how did they track that one???? Less advertising
if the entire Web is one big ad, then how can they calculate
that???? This is really getting to be a difficult thing
to calculate with your (with all due respect) lame definition
of advertising.... By the way, what did you do at those
"other big ad agencies?"

If online advertising is down, it must be an analysis of
paid advertising on the web they have been able to track
with media-buying figures. So I suggest we all leave the
world of fantasy where everything is an ad (I may throw up)
and go back to the real, trackable world where advertising
usually means ads, radio & TV & online ads, plus Coke having
a very viable marketing plan, adv strategy & brand strategy
and millions of devoted die-hard lovers of the old Coca-Cola
(like myself) - not the New Coke (like nobody because it
didn't capture much of a market share).

But your last point about Advertising being unlicensed makes
me think I should call some of my government friends and see
if they can establish a license for Advertising. With some
of the rhetoric that has gone on in this digest, I truly
believe it is time for one! Oh, wait - I'm too late - I
forgot - I have an Advertising occupational license from Palm
Beach County already - and I had one from Fort Lauderdale &
Broward County too several years ago - gee Rob - they DO
license Advertising Agencies here in Florida..... don't they
where you live????

Oh - and before I forget, The Goodyear Tire & Rubber Company
never thought tire imprints on old ladies were good for their
image - I know - I worked on that account for several years.....

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



Received on Tue Apr 17 2001 - 12:56:09 CDT