Re: CPA vs. CPM the issue?
IVAN WELTMAN <ivan_at_tudogs.com> WROTE:
>The wide reach and high frequency opportunities offered
>by online banners, at low cost, should make an online
>banner program an important element in many media
>strategies, particularly for brand maintenance. Let's
>not sell the banner short.
On the branding versus awareness issue:
I despair at what I read here and elsewhere. Putting
your logo or even a slogan in front of someone does
not build a brand. That is the result of more
meaningful interaction.
"Yes, I recognize that logo" is awareness. It is not
the creation of a brand.
And it gets worse. I was brand manager at a Fortune
50. We learned that people recognized our logo and
that we were on their "unaided recall list." Problem
was, our potential customers would say, "Yes, I know
them. They're too expensive and overly complicated."
Let's see if this helps: If I tell you hundreds of
times that I am trustworthy, I make you aware that I
claim to be trustworthy. But I have not yet earned a
"trustworthy" brand. That comes (if you are
intelligent) only after you have had an interaction
with me that proves to you that I am trustworthy.
It's the difference in two responses: "Yes, I have
heard of them. They claim to be trustworthy." As
opposed to, "They are trustworthy. I found that out
when I had to return a product."
Does that help?
Donald Skarzenski
VP Marketing
Energy Exchange
Received on Thu Jul 19 2001 - 10:12:27 CDT
