NONE: Re: Ad exposure
Re: Ad exposure
Madvulcan (bruce_at_cache.net)
Fri, 9 Aug 1996 14:07:42 -0600 (MDT)
On Thu, 25 Jul 1996, Robert C. Alamilla wrote:
> Yes that was the same claims I saw. According to my experienca with the
> programs I offer on the Web, it seems to be more like 10 times before most
> people even decide to join a program. When a product is offered and credit
> cards are accepted however it seems like it is almost like impulse buying.I
> also believe that if you advertise in the right media and the offer is
> reasonable and in demmand, then most individuals will be swayed the first
> time they visit a site. This would mean that good advertizing still wins out
> overmeasures of behavior.
>
The job of effective direct response advertising is to take the prospect
all the way from attention and interest through the offer, call to action
and close within the context of a single exposure. After all, you may
never see that prospect again -- a possibility that is only increased on
the Internet.
Everything on your site must be designed to "grease the chute" and pull
the visitor through making it easy for them to see the benefits of your
product or service and hard to resist your value-packed offer. This task
is a bit more complex online where the information is interactive rather
than linear. Because you can't entirely control the order in which people
view your information -- and you don't really want to -- each section of
your site must have the same pulling-power and to a large extent stand on
it's own, though all are leading to one point -- the close.
Bruce Ackerman
VP Marketing & Sales
**************************************
CacheNET
The Internet Marketing Specialists
bruce_at_cache.net
http://www.cache.net/cinfo/marketing/
**************************************
