Re: Pop-Ups/Unders Dilemma

From: Anuj Shahane <anujshahane_at_rediffmail.com>
Date: Wed 02 Oct 2002 13:38:42 -0500

Hello Harsha,

Pop ups as studies indicate could give a better brand recall ...
depends.

"Effectiveness of relationships between products and customers"
- is what you're worried about as regards the pop ups it seems.
The truth is that with media overload or clutter, registering a
product in the consumers mind is a marketer's nightmare, and
then the net by itself has it's 'brand DNA' in being a private
medium, that's the overlap or intrusion matrix. When, to whom
and why should it happen is the question.

Carefully chosen banner / popup placements on niche sites and
at the right time in the psychographic context through cookie
based information could as I see reduce the brands dilution in
the user mind frame. Like Volkswagen sells some products only
online or some sites made to order yachts, here pop ups can be
positive, informative and could close a sale if niche by the
media buyer. Also, creative plays an important role in terms of
how a person reacts to a pop up. These if interesting should
create a positive mind frame. You can write to me on further
inputs if you wish.

Regards,

Anuj 02-10-02 ,Pune, India



Received on Wed Oct 02 2002 - 13:38:42 CDT