NONE: Re: ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model
Re: ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model
Donna Dolezal Zelzer (djz_at_efn.org)
Fri, 4 Oct 1996 07:44:41 -0700
At 9:49 AM 10/3/96, Sean Pfister <seanp_at_cnet.com> wrote these words,quoting
Markbar
> >The problem with advertising in general is that too many people make too
> >much money on
> >hope.Hope you say?Yes hope.The hope of the advertiser that the ad will
> >generate business.
> You can't be serious. Think about it. Microsoft spends about $300 million a
> year in advertising in the US. IBM, HP, Dell, Compaq, Cisco are in the
> hundreds of millions. Do you think these companies are being hoodwinked by
> advertising agencies and publishers who fool them into believing that
> advertising will somehow generate sales? Poor Mr. Gates, he's such a nice
> but gullible fellow.
Also (which means I'm basically agreeing with Sean), any company that
depends only on hope for their advertising probably isn't going to stay in
business very long.
Advertising (and marketing in general) isn't based on hope -- it's based
on (among other things) knowing your product/service, knowing your market,
knowing how to present what you're selling to your market so they'll want
to buy it, and testing testing testing to refine your knowledge.
If an advertiser places an ad in a media -- any media -- it's not the
media's fault if the ad gets no responses.
The media provides the audience. It's up to the advertiser to decide if
that audience includes a reasonable number of potential customers and to
design ads that present the product or service in a way that appeals to
that group of customers.
If an ad doesn't work, change it. If a particular web page (or magazine or
whatever) isn't bringing in responses (of whatever kind you're measuring),
drop it. But don't *not* expect to pay the media for your testing.
That said, an ethical ad sales person would let a potential advertiser know
if the media in question was not appropriate for that advertiser (and that
goes for all kinds of media, not just web pages.). Its also good practice
for the media to work with the advertiser to find the best ad placement ..
or at least to suggest the best placements.
Donna
---------------------
Donna Dolezal Zelzer (djz_at_efn.org)
Starlady's Home Page: http://www.efn.org/~djz/index.html
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