Re: PR is better for branding than advertising?

From: John Gaskill <jg_at_info-central-usa.com>
Date: Sun 14 Apr 2002 19:20:19 -0600

Rob Frankel wrote:

>Ries's view on branding by itself has not kept up with the evolution
>of marketing, branding, media and advertising. Let's not forget it
>was Jack Trout himself who once sniffed how "the web has no branding
>value."
>
>Then again, David Ogilvy was sure that there was no place for humor
>in advertising, too.

But Ogilvy kept on with research - and - when research showed
that humor could be used to a positive benefit, DO changed
his tune, albeit reservedly.

The moral of the story is you have to keep checking to find
out what is and is not working. Some times things change.

I have to agree with Rob that if your ad people don't believe
branding effects can be measured, you have the wrong people.
The medium does not matter. Effects can be tracked on TV,
radio, and the Internet if you are willing to spend the money
to find out.

John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com





Received on Sun Apr 14 2002 - 20:20:19 CDT