Re: The Role of Online Advertising

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Tue 18 Dec 2001 14:31:27 -0500

On 12/17/01, Ivan Weltman <ivan_at_tudogs.com> wrote:

>The recent disagreement between Rob Frankel and
>myself on branding, awareness, and product strategy
>may have seemed off track. It isn't. It goes
>to a deep seated difference of opinion on the scope
>of online advertising that could be critical for its
>future.
>
>To Rob online advertising is useful only as a direct
>selling medium, to be measured and paid for by
>prospects (CTR) or concluded sales (CPA).

That's completely untrue. My take on it is that branding
needs to communicate, but also needs to show its
effectiveness in ways that are more tangible to business.
It is not exclusive, but rather, more inclusive than your
(and Trout & Ries's) narrower definition.

>To me the
>possible roles of online advertising in marketing
>communications are broader and deeper than can be
>measured by CTR or CPA. Rob acknowledges that online
>advertising can increase awareness, but he doesn't
>rate awareness as very useful.

Also not true. All I've ever said was that you have to
create the brand before you raise its awareness,
otherwise you're raising awareness for no tangible reason.
Awareness is a critical part of building a brand. It is
not, however, the be-all/end-all of branding.

--

Rob Frankel, "Yes, I really do turn users into evangelists
for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
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818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL





Received on Tue Dec 18 2001 - 13:31:27 CST