NONE: ONLINE-ADS>> To Hell with McGruff - Get Cash!
ONLINE-ADS>> To Hell with McGruff - Get Cash!
C.Peter Clough (ebasesys_at_ix.netcom.com)
Mon, 01 Dec 1997 08:51:26 -0600
In a recent post, Nov. 20, 1997, Marshall Hays Wrote:
>"While you are waiting for advertisers, put up Public Service announcement
>banner ads http://www.adcouncil.org/banner/. Not only is it a
>charitable thing to do, but you can use them to test and see which of
>your web pages generates the highest click-thrus, etc..."
While AdCouncil banners are a charitable thing to do, I doubt that charity
was in the top ten reasons that the readers of this list spent time and
money creating web sites. The presence of Ad Council Banners on your site
is also a RED FLAG that says "I'm NOT Sold Out!!!" And in fact may
encourage aggressive media buyers to argue for a lower rate based on this
information that you just volunteered.
A better idea. Run banners from a reputable per-inquiry/per transaction
advertising agency. You will be running real ads and getting real data and
you will be getting some real money. Usually not 100% of rate card, of
course, but that's not the point. 30% of rate card is better than 0% of
rate card.
These agencies have clients that know the exact cost they can bear for a
new customer. They are not trying to rip people off or hold the web to a
standard different from other media. They know what a lead is worth to
them and are unconcerned with "Branding"
While running per inquiry ads is NOT a Get Rich Quick Scheme or a cure all
for an anemic sales effort it is a way to maximize inventory yield, to have
something running on your site that doesn't SCREAM "I can't sell!!" and it
will definitely pay better than Smokey the Bear, The Crash Test Dummies or
McGruff.
Peter Clough
Target & Response, Inc.
The Leader in Internet Per Inquiry Advertising
Now Placing: _at_Backup, ITT Technical Schools, Telebank
Coming in January: Intuit's TURBO TAX!
Vox 410.466.2740
Fax 410.367.8143
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
When it comes to ad performance, not all search engines are equal.
Infoseek gives you solid reporting and highly targeted placement.
(And we return calls, too.) http://info.infoseek.com/doc/sponsors.html
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
