Re: Direct Response vs. Branding/Awareness in Online Advertising

From: Ivan Weltman <ivan_at_tudogs.com>
Date: Mon 30 Jul 2001 13:05:48 -0500

AJAY SEGAL <ajaysegal_at_avantmarketer.com> WROTE:

>I just wanted to let you all know that we are going to be
>putting-out some very useful material on the whole issue
>of Direct Response vs. Branding/Awareness in the context
>of Online Advertising (and, in specific, Banner
>Advertising), that touches on a number of issues that
>have been the subject of discussion on the o-a list
>recently, for instance the still ongoing back-and-forth
>between Ivan and Rob over whether Banners have any true
>Branding value.

Last week's study by Engage, IAB, Double-Click and MSN,
has surprises for many, but not for traditional
marketers. I quote:

   "Users are taking a branding message from the
   creative, not acting impulsively on it (clicking)
   but are finding their way to the advertiser's site
   and converting."

The report is a must read for anyone selling or buying
online advertising, and may be read at http://engage.com/

Ivan Weltman
http://www.tudogs.com



Received on Mon Jul 30 2001 - 13:05:48 CDT