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NONE: Re: Copy for banners
Re: Copy for banners
Donna Dolezal Zelzer (djz_at_efn.org)
Thu, 1 Aug 1996 15:33:19 -0700
Bob Schmidt <schmidt_at_magicnet.net> said, in part:
>
> The creative is also where you achieve the most leverage in your
> advertising. Two ads with otherwise outstanding creative for the same
> product can pull quite differently in the same medium. This is why testing
> is an important part of any advertising effort. And it is why beauty
> contests, or what the boss's wife/husband/live-in thinks, are never valid
> bases for evaluating ad creative.
>
<snip>
> Therefore, it is important to know which of these goals you are trying to
> accomplish, and which of them your ad creative is trying to accomplish. If
> your ad creative is not in synch with your ad strategy, you need to change
> the creative, not the strategy. The creative is the most important factor is
> achieving persuasion and motivation. But media costs far exceed creative
> costs in most ad media. Therefore, it is easier and cheaper to change the
> creative.
Some really good advice in this message. Thanks, Bob!
I was wondering, though. In direct mail, the results you get are supposed
to be influenced by
the list (the people you send the materials to)
the offer
the creative
in this order, in something like a 60-30-10 ratio, but I may be remembering
the numbers wrong.
The idea is if you send the right offer to the right people, you'll make
sales, no matter how bad your creative. Of course, good creative can
improve that and like Bo, says, the only way to find that out is test test
test!!
Now, how does this apply to ads? How do these three factors rank in importance?
Depending on what you're selling, isn't where you place your ad (what web
site, what magazine, what TV program, etc.) also highly important? You
could have a great offer and super creative and if it only lands in front
of people who aren't interested, it's not going to do you any good.
So much of what I've read on this list really seems to apply most strongly
to mass-market advertising. The big web sites that nearly everyone on the
web goes to now and then (the search engines and directories, mostly) can
be thought of with this mass-market mentality.
But what about the thousands of small, focused sites? If your
product/service is also focused (and esp. if your ad budget is limited), it
makes more sense to target your web ads and place them on sites where a
larger (perhaps very large) percentage of site visitors are also
potentional customers for you.
Donna
---------------------
Donna Dolezal Zelzer (djz_at_efn.org)
Starlady's Home Page: http://www.efn.org/~djz/index.html
----
The Online Birth Center (pregnancy, birth, midwifery, breastfeeding)
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