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NONE: ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model

ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model

Mark Barbanell (markbar_at_aloha.net)
Tue, 24 Sep 1996 17:41:05 -1000 (HST)

Aloha from the backwoods,
Peter Hartley wrote.....

The days of meaningless theoretical BS about readerships, circulations,
penetration, reach, exposure, and even click-thru's are about to end.
Payment by results has long been the free-enterprise way, and it is time
that the advertising industry as a whole woke up to itself and to what is
happening, because it will continue to happen, regardless of whether you are
on board or not.

OK folks...Click-through this.........

Give this man 10 points.......He is correct in his evaluation of the
advertising industry and it's place in the sceme of things on the net.Seems
to me that all this talk of click-throughs,banners etc is the advertising
industry applying the OLD criteria for assesing valuation of advertising
effectiveness in the NEW advertising medium of the internet.It's just a way
for advertising people to make thier money on the internet in ways that
applied in theory to the print medium.Namely the number of times the ad
runs= hits=cost.It's time for some new creiteria and rules folks.Peter's
right when he says it should be based on actual sales activity instead of
theoretical mumbo jumbo.The problem then becomes accountability for the
seller to the ad carrier.For how is the ad carrier to know how effective
the ad really is unless the seller owns up to the actual sales.There has to
be some sort of equasion........
In this medium numbers mean nothing.Sales mean everything.As I said
before and will continue to stress...It's all relative to what the seller
needs to make a profit.I can profit greatly by one sale.So why should I put
an ad on a page that generates a lot of look sees but not much sales and
have the price of the ad cost a fortune if it does'nt produce
sales?Creative design is the way to sales and hooks are the way to keep the
ad in peoples minds.
Come on guys/gals,wake up and smell the new day.Throw all the old notions
out the window.Get creative .Numbers mean nothing.Sales mean
everything......
Of course this is just my humble opinion.Right on Mr.Hartley........

Your humble servant,

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