Re: Direct Response vs. Branding/Awareness in Online Advertising
>With that in mind, on August 15th AIMA is hosting
>several brand marketing experts, including Laura Ries,
>author of The 11 Immutable Laws of Internet Branding,
>in a discussion of where the web fits in the branding
>equation.
>
>More information can be found at www.atlantaima.org
The brand impact of online advertising has been
proven to work very well. The latest studies conducted
by IAB, MSN and DCLK that measured the effectiveness
in brand awareness, brand recall and others important
brand metrics of the large units was very promising.
The brand impact of the IMUs has been consistently
proven and should continue to be proved to attract
the big bucks for the new media ventures thrive and
finance the continue growth of the Internet.
This event in Atlanta should be very interesting. It's
a shame that I don't live in Atlanta! I would love to
listen the latest thoughts of Laura Ries about the
branding power of online ads. I read her book, The
11 Immutable Laws of Internet Branding, in which she
exposes with her father (Al Ries) their radical
opinion against online ads. She said that online ads
don't work because the Internet is interactive and not
passive as television (they think passive media work
better for advertise), and the ad blocking software will
impede the growth of online advertising. I couldn't
disagree more. In fact I disagree in most of their
opinion about branding on the Internet. I would love
to know what is her opinion (and her father opinion
also) about these latest studies about the effectiveness
of online branding. I am very curious to know also her
outlook for the online advertising industry. If
anyone goes to this Atlanta event, please let me
know if she changed her opinion. I would love to know
the opinion of people who read her book.
Ryan Neves
ryan1275_at_globo.com
Received on Mon Aug 06 2001 - 11:12:26 CDT
