Re: Comparing traditional advertising and online ads
Dear Edmund,
I guess the Online may be more effective medium in terms of allowing you to
study not just the impressions but also clicks and leads generated. The
leads or registrations do help in understanding the quality of traffic to a
website which is not possible for television or radio.
Another interesting thing is I can do very target oriented campaigns. I
could strike a CPL deal with the website and ask them to send me leads
generated from 10 cities only. This helps you avoid leads that cannot be
served due to lack of infrastructure.This filter cannot be put on print,
television and radio ads. Moreover, by and large you find only interested
parties taking the effort to fill-in the forms. this gives it a high
conversion ration as compared to print and television or radio. The
effectiveness can be very high and still measurable.
In terms of information the interested parties can know more as any amount
of information is available to them about the offereing. I don't believe in
the fact that ads on television, print and radio are taken more seriously as
cmpared to the online ads. That is purely a game of creatives and
communication. Medium can be anything. It also depends on your company's
history. The result obtained from a particular creative can also be studied
to give you an idea on what is more appealing.
I have run sme interesting campaigns for our company (a leading stock
broking house in India) and got pretty good results. I intend to run some
more now as I can study the effects more and make a better decision.
Piyush Kulshreshtha
Manager- Marketing and Corporate Communication
Sharekhan
Received on Tue Aug 27 2002 - 07:18:26 CDT
