Re: Can you remember that ad ?

From: Geri Konstantin <geri_at_stunzkonstantin.com>
Date: Mon 14 Oct 2002 19:34:43 -0500

This notion of comparing TV spots to Internet ads and coming out with a
rational comparison / conclusion is ludicrous.

And the "cool creative" is a joke as well. It becomes the focus of the
commercial and allows the viewer to ignore the product. Plus many of the ads
are totally irresponsible contentwise.

What happened to the days when ads were made to be consumer benefit
oriented, interesting and somewhat credible? Ads should be informative and
persuasive, not bizarre demos and "entertainment".

Additionally, the Web is an interactive informational media. A surfer does
not always know what they are looking for. And why can't we be online and
surf without knowing what we are looking for? I think the Web can be very
entertaining if you know how to use it.

The issue is that the Web is more like a static cable TV where you have a
million channels and the viewer changes the picture scene for scene. And
millions of users do not know how to push the buttons well or even change
channels. (I know - I teach people computers & websurfing)

There is no preset programming. And there is no standard that when you turn
on the computer, each viewer will see what you put online in the same way.
Some will have Javascript off, some will have text only, etc..

Furthermore, the Internet audience is much more diverse than easy to segment
TV viewers. It is often difficult to determine who will look at a webpage.

So how could anyone expect to adequately compare this "new" media with a 50
year old tested and proven one?

Perhaps when online ads become interesting and have less of a snake oil
approach, people will treat them more seriously and with more interest.

Until then, we'll have to put up with the "free" and "you've won" offers,
the misleading statements and false promises, intrusionary tactics,
annoying, pushy practices and obnoxious ad delivery systems.

Geri Konstantin, Principal
Stunz | Konstantin Advertising Consultants
Boca Raton, FL

Geri_at_StunzKonstantin.com





Received on Mon Oct 14 2002 - 19:34:43 CDT