Re: Comparing traditional advertising and online ads

From: Adrienne Kramer <ASKMGMT_at_aol.com>
Date: Thu 29 Aug 2002 14:43:54 -0500

Hi All,

I hope everyone has a chance to enjoy the long weekend coming up.

At the end of the day, it would be great if this were no longer a Hatfields
and McCoys exercise, and we could realize that by layering the two
(traditional and online vehicles), there are synergistic results. One
doesn't beat the other. They are cumulative.

In terms of advertising, and awareness building, there are a number of
aspects that show the positive effects of adding this newer medium to the
mix. Millward Brown is probably one of the premier organizations that
reflects the success of advertising, promotions, etc. from both online and
traditional vehicles.
 
It is best to understand that an organization like Millward Brown takes all
of the elements and plots them vs. dates. Then compares them to sales data
(scanned, usually), compares it to competitive occurences as well, so that we
can get a big picture of what is having cause and effect relationships on
businesses. This is for a traditional consumer good. It is also a very
successful way of measuring all efforts on b2b or other non-food, drug, mass
sold items. There are many consultants that will evaluate this data for you,
or even track it rather than using a company like MB. That said, it is
really important to know what is driving your business primarily and then
what are the extras that help a little more.

Overall, business is about profitable growth in sales, and maximizing all
vehicles effectively. This needs to be done in conjunction to stay on
strategy, keep the message on target and reach the most bodies in the defined
user group with the least costs on an on-going basis.

Adrienne Kramer
Lotions & Potions
akramer_at_lotionspotions.biz




Received on Thu Aug 29 2002 - 14:43:54 CDT