Re:CPM,CPA,CPC

From: Lisa Rahmanan <lrahmanan_at_consumerreview.com>
Date: Thu 29 Nov 2001 19:35:22 -0500

I've just been reading all your posts up until now.

I'd like to add that I totally agree with Rajesh
regarding the CPM/CPA/CPC models. I sell online
advertising and I can't tell you how many times I
hear from large print advertisers that they don't
think web advertising is worth it because the click
through is just not there, or that banners are
annoying. Now mind you these are companies that
run full page magazine ads and often times have
no clear cut method of determining how well one
publication does over another. These full pages
are not cheap either. Furthermore, it's not like
people buy, or subscribe to these magazines to
read the ads. They're bought for their content.

Personally, I think that as publishers, we brought
this upon ourselves by promising measurability
which, as Rajesh said becomes deliverablity.
Hence the CPC and CPA models.

But on the other hand, there's no reason why the
Internet shouldn't be a branding medium. Companies
like CNET, MSN and Avenue A have done studies
showing that online ads do increase brand recall,
even though people don't click on them. And with
more and more people going online, there's no
reason not to take advantage of this medium to
build one's brand.

Thanks for listening.

Lisa Rahmanan
Advertising Sales Manager
ConsumerREVIEW.com
Tel: 212.861.2076
"Exceptionally helpful product reviews written
by people like you."





Received on Thu Nov 29 2001 - 18:35:22 CST