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

ken bond (Ken_Bond_4_at_wow.com)
Thu, 26 Sep 1996 17:05:35 -0400

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>If I knew that any ad that I produced was going to work - I'd only make one ad and any idiot that >guarantees me an ad is going to work should be happy to give me at no charge the vehicle in >question and I'd be willing to pay for the results.

If the vehicle doesn't work it doesn't mean the ad doesn't work, and if the ad works then the vehicle must work - but what is my standard of comparison on what works? If I run a multi media compain and have 1 / 800 phone number what media gets credit for generating the response - and to what ad.

High traffic does not mean sales -- want, need, interest and ability to purchase are very different and how they are addressed is advertising - great message wrong vehicle doesn't work, right vehicle wrong message doesn't work.

Broadcaster's are not accountable, print is not accountable, cable is not accountable, junk mail is not accountable, the web is accountable? Remember I have the right to be firm and desisicive about being indesisicive right up until the time I change my mind and on that I will vasicilate.

Agencies make their money on network and the more expensive the more the agencies like it - could it be the web is not costing enough to justify the time in making it work?

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