Re: Can you Remember that ad ?
>I recently read a very intersting article. The author
>wrote that Offline Ads (in this case Television Commercials)
>are more remembered than online ads. This is due to different aspects
>of creativity and technology. For example, TVAds use sound. Meanwhile
>OnlineAds do not.
>
>Will RichMedia & bigger size ads do the job ?
There will always be a debate about what medium is more effective.
Magazines, newspapers, internet, TV (whatever) all seem to come up with an
article that says their market share is growing or claim some other
advertising high ground. However the undisputed truth is that one channel
alone is not nearly as effective as when they are properly orchestrated
together. Cool creative is not the answer-we've been watching that fail for
over a year now. Cool technology is not the answer-no explanation needed
here.
Channels and customers are so segmented that a marketing campaign will only
be optimized when the marketing folks have a clear, a very clear,
understanding of who is their customer, what are their key behaviors and
attributes and how can I reach that customer efficiently through the
channels available to me. I think what we're seeing now is that successful
marketing efforts will come from those people and companies that can put
together all the pieces:customer knowledge, understanding of their
industries sales cycle, creative, technology and PR to name a few.
Ain't this fun!
Steve Gregorie
McRae Communications
ps. interesting reading: research ING's advertising (summary: TV and
internet produced huge lift. Separately no comparison)
Received on Fri Oct 11 2002 - 09:06:56 CDT
