Re: ONLINE-ADS>> web marketing referred to as "alternative medi

Steven Heath (Steven_Heath_at_grey.net)
Thu, 21 Aug 1997 21:04:33 -0700

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> As an example, one of my clients is a large niche magazine publisher:
>
> 1. The web page promotes subscriptions for the magazine. They receive
> about 100 - 200 orders per month. 2. An ad in a single weekend FSI -
> Free Standing Insert - can bring in 3000 orders. 3. A TV campaign can
> bring in 10,000 orders in one weekend. 3. A direct mail campaign can
> bring in 200,000 + orders from one drop.

Well, to be honest these figures are meaningless unless we know the
impressions/numbers of all the media types.

I would guess that the DM had at least 500,000 units if not 1,000,000 or
more. Assume a cost of 50 cents per unit (list, postage, packaging etc)
that is a rather large "buy".

Now, in propotion of dollars spent what are the ratios of sucess, if your
client is spending only a few thousand then I rest my case.

In summary, you do squat you get squat.

Steven Heath
General Manager - Western Division
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

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