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NONE: ONLINE-ADS>> Re: ONLINE-ADS>> Direct response pricing
ONLINE-ADS>> Re: ONLINE-ADS>> Direct response pricing
Frank Ball (fball_at_hearst.com)
Thu, 21 Aug 1997 10:57:28 -0400
At 05:16 PM 8/13/97 -0400, Martinez, Gloria (Miami) wrote:
>
>Online group, our site has recently received several requests for
>companies who wish to pay for advertising with us based upon click
>throughs or actual sales. We have traditionally sold based upon
>impressions, but are considering these new proposals. What is the
>market price for click throughs, sales, per inquiries? Can someone give
>me a clue on how to proceed further with this concept?
Regarding click through models, I keep wondering why an
Internet Publisher should risk revenues for an agency's
creative and a manufacturer's product demand? The purpose
of an advertising vehicle, including the Internet, is to
deliver an audience. After that, it really depends on a
variety of outside factors such as advertising design, copy,
and product offering to get the audience to respond, or
*Click*. Publishers play no role in these decisions, so why
should they take responsibility for them? Now, I'm not
saying that Direct Marketing and Direct Response do not
belong on the Internet, I just think they should pay a fair
price to reach their target audience, like everyone else,
and leave the responsibility of *response* up to their
creative and research teams.
Also, in some cases, I think that click through pricing
could damage a site's editorial integrity by placing an
unfair burden on the Site to make its audience respond to
poorly designed advertising.
Overall, it's somewhat like littering...if a few practice
click through pricing, it's probably not going to hurt much
of anything. But if everyone did it, the Internet would be
in one helluva mess!
Cordially,
Frank A. Ball
(fball_at_hearst.com) 212-649-2736
Director of Advertising
HomeArts Netork (http://homearts.com)
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