Re: Is CPA really advertising?

From: Luis Martins <ciencias_at_netcabo.pt>
Date: Thu 08 Nov 2001 21:56:48 -0500

KEVIN FRAZIER <kfrazier_at_adace.com> WROTE:

>
> We have seen many replies on this list that support your
> thinking about CPA (cost per acquisition), but I'm a
> little confused why so many people consider CPA
> advertising. I grew up in sales. My father raised 6
> kids selling cars. I was constantly subjected to
> discussions on spiffs, commissions, incentives, and lost
> leaders. CPA should not even be considered an
> advertising term as far as I am concerned. Nor should
> anyone be advocating it as the only real solution for
> online advertising.

Consider this: CPM advertising model only brings eyeballs,
perhaps some brand awareness, to companies. Now we're on
the verge of a recession, Kevin, and Webcompanys didn't
live up to its promises - now to restore credibility on
investors, we must prove that the web really sells. And
to bring announcers back, we must show them we're
prepared to face the risk together with them. As I see
it, it's a do or die situation.

Of course it's not a model to abide on the long run, but
CPM isn't either. As Rob Frankel said, this is not a mass
media, because we can treat each and every customer on the
web as one, and not as a flock. So we should not apply
mass media techniques or metrics on the web, for they're
bound not to last. Due to announcers pressure.

Your Ignorant Slut

Luis Martins
luis_at_insonias.com



Received on Thu Nov 08 2001 - 20:56:48 CST