Re: CPA vs. CPM the issue?
JANET ATTARD <attard_at_businessknowhow.com> WROTE:
>The main issue, IMHO, is
>the CPM if partly a branding type of ad, and businesses
>want the branding, but don't want to pay for it.
TO WHICH PHIL TANNY <info_at_subscription-service.com> REPLIED:
>I can't speak for all of course, but in my case
>branding is of almost no value to my business. Thus
>I have no interest in purchasing branding. (I can hear Rob
>Frankel typing as I say this.... Hi Rob! ;-)
TO WHICH ROB FRANKEL <rob_at_robfrankel.com> REPLIED:
> Yeah, but the only clicking you hear is my defining
> branding again....Banners don't brand anything. They
> may help raise awareness for a brand, but that's
> advertising, not branding.
Not true. Herewith some facts:
1. 70 years of research show a direct relation between
awareness and sales.
2. If one is aware of an entity one must have an attitude
towards it. There are three elements of attitude:
Cognitive (rational belief), affective (emotional feeling),
and conative (action tendency). A psychological
phenomenon known as homeostasis keeps the three in balance.
So, if a banner simply makes people feel good about a
brand, the rational belief and action tendency (buy!)
towards the brand will improve. That's branding, and
today the humble banner is probably the lowest cost
branding tool available.
Received on Mon Jul 09 2001 - 12:09:31 CDT
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