Re: CPA vs. CPM the issue?

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 23 Jul 2001 12:15:32 -0500

IVAN WELTMAN <ivan_at_tudogs.com> WROTE:

>Sorry to say, Rob, but you are splitting hairs, and
>unsupported claims of what costs businesses billions of
>bucks don't help your cause.

Sorry, Ivan, not splitting hairs at all. It's the
confusion of the terms and people's inability to
distinguish branding from advertising that does indeed
cost businesses big bucks. I know, because what you
call splitting hairs has actually improved my clients'
profitability almost instantly.

>This is not the forum for a
>debate on branding, but your statement that banners don't
>brand anything simply cannot go unchallenged, because you
>are dead wrong.

Agreed -- truer forum on branding would be
http://www.FrankelTips.com . It's just that you and
I have different notions of what branding is and does.
Not an uncommon misconception.

>In some ways the banner may be compared to
>the billboard. An image and a headline, that conventional
>wisdom says should be no more than seven words. Yet the
>billboard can be an integral part of a branding campaign,
>as can the banner, particularly if used to reinforce a
>positioning.

Nope. That's advertising again. Branding is branding.
Awareness is a function of advertising that brand, as
does public relations. Outdoor media is a 100%
awareness media. It popularizes brands, but doesn't
create the brand or its culture. All that is well well
in advance, which also helps decide which media is
appropriate for raising the brand's awareness.


>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.


I'm not selling the banner ad short. I'm saying it's
historically been misused by people who still insist
that old mass media rules apply to the web. They don't.
This is also why sites like http://www.PillowMail.com
are getting clickthrough rates of 4% to 12% on a regular
basis.


Rob Frankel, "Yes, I really do turn users into
  evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com
818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL



Received on Mon Jul 23 2001 - 12:15:32 CDT