Re: PR is better for branding than advertising?

From: Kelley Mitchell <esc1krm_at_ups.com>
Date: Tue 30 Apr 2002 12:48:07 -0600

Douglas Wilson wrote:

>> Frankly, this is a silly argument...
>> But it does raise an important issue: how do you decide
>> what weight you are going to give to the many different
>> activities open to you as a marketer, particularly as you
>> approach a new project, a new year, a new planning period...

Sparking debate is a good thing, in my opinion, and at least we're not back
on the topic of CPM vs. CPA!

Douglas has a good point though: how does one decide? In my experience, it
has been based on my current mix of customers, i.e. short-term revenue
potential vs. long-term revenue potential. Over time, customer data has
shown me that advertising is good for a quick boost in revenue and a
majority of short-term users, whereas PR is better for a slow (yet steady)
trickle of long-term users. Also, the users gained from PR efforts spend an
average of 50% more per visit than any other segment. My overall ROI is the
best when I have a good mix of short-term and long-term users, so I make my
decisions based on the type of customer (revenue) I need to attract.

Do others have related experiences to share?

Sincerely,

Kelley Mitchell
UPS Interactive Communications




Received on Tue Apr 30 2002 - 13:48:07 CDT