Re: Combination of online & print advertising

From: Jim Novo <jimnovo_at_sprintmail.com>
Date: Wed 01 Aug 2001 09:34:01 -0500

ILONA KAUREMSZKY <ilona_at_canoe.ca> WROTE:

> Now, here's the challenge. The client is ready
> to do a newspaper campaign. The question is, "Is there
> any research that supports the effect print advertising
> has on an online media campaign?" Ideally, we'd like
> to provide an estimated number of new registrants who
> will sign up for the online game portion.

I don't know about "print" in the generic sense, but
you might want to have the client consider direct mail
instead, especially after you read the conversion stats
from offline to online in this article:

http://www.emarketer.com/estatnews/enews/webcraft.html

In addition, offline mailing lists of people with
sweepstakes and other "win money" behaviors are plentiful.

Jim
---------------------------------------------------------
Jim Novo | Author:Turning Customer Data into Profits
Learn the techniques and models used in
profitable customer-focused marketing at:
http://www.jimnovo.com



Received on Wed Aug 01 2001 - 09:34:01 CDT