 |
|
NONE: Re: Print vs. Online
Re: Print vs. Online
Steve Kotvis (skotvis_at_primenet.com)
Thu, 8 Aug 1996 20:51:30 -0700 (MST)
At 12:00 PM 8/7/96 -0400, Ricci, Tom wrote:
>
>Hi all.
>
>As corporate communications manager for a software company I find myself
>currently embroiled in an ongoing controversy as to the merits of online
> vs. print advertising. I'm sure many of you have had similar discussions
>and perhaps come to conclusions based on documented research that may be
>available. I apologize if you've already covered these issues.
>
>Our objective is to get people to our Web page and evaluate our software.
> I've been able to measure the results of our print advertising by sending
>prospects to a specific URL. We do the same for our online advertising
>(search engines and static sites) by measuring click throughs. As you
>would expect, the online ads bring more prospects to the site by a factor of
>10.
>
>Certainly, on the surface these results would point to online advertising.
> However there is a school of thought that proposes that online prospects,
>particularly those using search engines to identify specific sites, tend to
>be more research oriented and info seekers, rather than potential buyers,
>while the appropriate print media brings in more potential buyers. These
>unsubstantiated suppostions lead to my questions.
>
>1) Is there Web based research data available to support either of these
>suppositions, and 2) is there data available to support the merits of online
>advertising in search engines vs. static sites.
>
> I've looked at research referenced here
>(http://www-personal.umich.edu/~sgupta/hermes/survey4/) which, if I've
>interpereted it correctly, suggests that the leading mechanism for propects
>to find a URL of interest is from print, either print editorial or
>advertising. The study also suggests the Web search engines are becoming
>more frequently used in finding sites of interest.
>
Perhaps related and for what it's worth, I just came across a chart that
shows AOL subscribers compared to the top 5 daily newspapers. AOL was just
short of 5 million subscrivers, while none of the top 5 (Wall Street
Journal, USA today, NY Times, LA times, Washington Post) reached 2 million.
It supports the quantity but not necessarily the quality of the subscribers
regarding their proponderance to purchase.
Steve
___________________________________________________________
Stephen Kotvis egs ~ Electronic Grocery Shopping TM
ERM, Inc skotvis_at_primenet.com
Electronic Retail Marketing http://primenet.com/~skotvis
___ \\_____
|( )| ....................................\\+++/
<****> 0 0
Ask me about cracking the egs story.
____________________________________________________________
HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST
|
With an archive of more than 14,000 postings, since 1996 the
Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion
of online advertising and online media buying and selling strategies, results, studies, tools, and media
coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List. |
|
|
Online Advertising Industry Leaders:
Clicksor
List and Found
AdJungle
The Laredo Group
Add your company...
|
