Re: Measuring the Branding Impact of Online Ads

From: Matt Dooley <MDooley_at_wsls.com>
Date: Thu 20 Dec 2001 12:51:22 -0500

How do TV, Radio, billboards, newspapers and magazines
measure branding? If an advertiser wants to learn how
well their ads are increasing brand awareness, they
should hire someone to study that question. To assume
that the internet can gauge people's thoughts is silly.
To write off branding, when that's the MAIN function
of most forms of advertising, is just as silly. CPM
rates might be too steep right now (I'd argue that we
should just give CPM for USERS, not impressions), but
CPA is just not going to allow publishers to survive.

-Matt Dooley
Interactive Account Executive
Media General




Received on Thu Dec 20 2001 - 11:51:22 CST