Re: AOL removing pop-ups

From: Chuck White <chuckwh_at_pacbell.net>
Date: Fri 18 Oct 2002 10:54:43 -0500

So you think it's worth trashing your brand with pop-ups? That's what
you're doing. Either read the research that is coming out on pop-ups, or
do your own, for your brand's sake.


I won't argue about click through rates. I am sure Orbitz is happy with
their click through rates. I doubt they've fired the marketing people
who are responsible for them. That won't happen until the negative image
they're developing begins to also show up in their results. How do you
quantify such negative effects on your brand? I don't think you do.
Branding is a more subtle game than the extrapolation of numbers will
ever reveal.

There will always be idiots who click pop-ups, just as there will always
be idiots who send money to people claiming to be trying to save money
for some Nigerian despot or who buy into Viagra MLMs. That isn't
justification for creating that kind of stuff.

Chuck White
-------------------------
Author, Mastering XSLT, Sybex Books
Co-Author, Mastering XML Premium Edition, Sybex Books
http://www.javertising.com/webtech/






Received on Fri Oct 18 2002 - 10:54:43 CDT