Re: The Role of Online Advertising
Subject: The Role of Online Advertising
From: "Ivan Weltman" <ivan_at_tudogs.com>
Date: Sun 16 Dec 2001 09:25:51 +0200
<<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). 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.
One should not underestimate the importance of brand
awareness. Hundreds of marketing research projects
over the years have shown a direct correlation
between awareness and sales. For years I have
successfully used a simple research technique to
determine the momentum of a brand based on awareness.
Consider a product category xyz.>>>
As someone who is taking on the side of the advertiser/
marketer, perhaps I would like everyone to take a look
at what the client is trying to achieve in general.
1) Unaided brand awareness for their product/business
-- the first name that rolls off of everyone's tongues
when that category is considered
2) A mental perception that this is the appropriate
quality product (business) that fits their needs. --
That doesn't mean highest quality, or everyone would be
driving a Bentley (or any other automobile that
epitomizes highest quality. Individual pocketbook does
play a role here.
3) The unique reason to buy that particular brand when
at the point-of-purchase vs. any other brand on the
shelf, irrespective of price point.
Online advertising does not live in a vacuum. It is one
component in the bag of tricks that a good marketer would
use when and where appropriate. Sometimes the bag is
loaded with more tricks, sometimes with more cash -- and
the two do not necessarily equate. It allows us a unique
opportunity to generate and offer more education to a
customer than in a 15 second television spot. It also
offers some more targetted customers.
It should be reviewed with the total number of impressions
that a customer gets of a product in a variety of sites.
At the end of the day, media buyers and marketers have
already established how they view the way they buy parts of
their marketing mix. Rather than fight it, why don't we
try to make it easier for them and show them in their own
terms why this is an important medium for them.
Sales come from awareness of a product, its image and
whether it is believable vis a vis its promise. Combined
this is what creates a legendary brand, e.g., Pantene
shampoo vs. an overnight sensational fad which is gone
from the market just as quickly, e.g, (pick any failure).
I look forward to seeing how the next generation of brands
begin their growth integrating all of the media available
and being smart enough to know when to use each one.
ASK Management, Inc.
Received on Tue Dec 18 2001 - 14:39:37 CST
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