Re: Why online advertising sucks

From: Justin W. Hitt <Justin.Hitt_at_hittpansophism.com>
Date: Wed 25 Apr 2001 10:06:56 -0500

BRIAN SHEPHERD <shepherd_at_MIT.EDU> WROTE:

>would bet every dime in my pocket that there is a
>strategy to put the Coke brand in front of select
>people, as aggressively as possible. Geri, please
>enlighten us as to

Brian is right, every product has brand segmentation
where a different group or style of advertising is
targeted for different users of a product. That's why
the McDonald commercials sometimes feature all kids,
sometimes feature all elderly folks, sometimes families,
well, I am sure you get the picture.

For a quick educational lesson (not that you need one)
for each product it is wise to divide up your customers
based on characteristics (i.e. early adopters,
promoters, long term, ...) that are most appropriate to
the trends you see in your customer feedback. Then
design several focus ads to "reach out" to those
specific groups, measure them, then fine tune your
overall campaign.

Many times parents are influenced by children, so
targeting the children with your ad will sell the
parents. This works both ways, including produces
children use, but also works to influence parents to
purchase products they primarily use. Imagine a luxury
car the stresses the safety of their vehicles for small
children while featuring responsible parents. For love
of the child, parents would be influenced to by the
"family car" over a commercial that featured a single
man driving through a neighborhood while all the women
are eyeing him.

The first commercial is targeting "families concerned
with safety for small children" while the second targets
"single males looking for a girlfriend." It could be
the same car, just seen through a different prospective
depending on the audience the manufacture is trying to
reach. I could go on forever with examples, but I am
sure you have other email to read.

Great post Brian, and many thanks to his challengers,
you helped expand the point. Don't just assume one ad
campaign can cover all your prospective customers,
sometimes it is better to fine tune campaigns for
specific groups.

Expand your audience.

All the best,

Justin
--
Learn more about business with http://www.hittpansophism.com/
(v) 301-904-3429
(f) 520-438-2941
(e) Justin.Hitt_at_hittpansophism.com



Received on Wed Apr 25 2001 - 10:06:56 CDT