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

Daniel Sroka (dan_at_yahoo.com)
Wed, 25 Sep 1996 09:38:39 -0700

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>>If you are opposed to web ads based on the activity at the advertiser's
>>site, copy this sentence in you post and explain why.

jeff_at_webpower.com (Jeff Diehl) wrote:
>This is just the next step in the trend toward accountability that is
>demanded when technology allows it. In the past, traditional media (print,
>TV) have had the luxury of the excuse of unaccountability

"luxury of the excuse of unaccountability"?? Please. So are you saying that
if I make an advertisement for a hemerroid product and put it in a teen
magazine, the magazine is responsible for my lack of sales? Come on!

Media provide qualified audiences to the advertiser. That is all. The more
qualified they are, they higher the value of the product. Beyond that,
results are the responsibility of the advertiser. If an advertiser
purchases ad space without paying attention to the quality and the
appropriateness of the media's audience, they are not doing their job.

"Clickthrough" is not the only desired result of an online ad. The goal of
many (most?) advertisments is the building and maintaining of a brand,
association of product to audience, etc. Media cannot be responsible for
"results" because most results are intangible.

Dan Sroka

(These opinions are my own, etc, etc.)

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