Re: CPA vs. CPM the issue?
>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.
ROB FRANKEL <rob_at_robfrankel.com> REPLIED:
>Um, no. That's awareness. And brands need awareness,
>for sure. But awareness does not make a brand. The
>brand is the brand. Awareness is awareness. Although
>this may seem to be a hair-splitting distinction, I
>assure you, it's among the top mistakes that cost
>businesses billions of bucks every year in real dollars
>and lost productivity
Surely your brand is about association as well as a
just being a logo. Youthful brands are therefore enhanced
and reinforced by featuring on youth orientated sites.
This has the dual effect of raising awareness amongst
your target audience whilst at the same time reinforcing
your brand by associating with the things it stand for.
For example if Nescafe were to take banner space on say
the Tweenies website they would in fact be degrading
their brand, because they would be associating themselves
with something completely at odds with what their brand
means to people. Whilst of course making a tragically
poor attempt at raising awareness.
Gayle Macro
The European Children's Trust
64 Queen Street
London
EC4R 1HA
Tel 020 7248 2424
Fax 020 7248 5417
www.everychild.org.uk
Received on Thu Jul 19 2001 - 09:49:13 CDT
