NONE: Re: ONLINE-ADS>> Haggling Tactics
Re: ONLINE-ADS>> Haggling Tactics
Bill Pohlman (bill_at_apltd.com)
Wed, 17 Dec 1997 07:51:24 -0600
Ray Taylor wrote:
>I am putting together a new kind of package that switches around some of
>the buyer/seller relationships and I wondered if anyone else had done
>anything similar.
>
>Rather than just buying impressions on behalf of clients, what I propose
>to do with some campaigns is to buy impressions and sell actions (clicks
>and leads).
For customers uninitiated to the Internet, I'm sure this is a wonderful
concept, but those who have any Internet background at all will want to be
involved in the campaign. From a customer's viewpoint, their is more
involved than just the results. Does the ad creative reflect well on the
image of the company? Are the sites you pick to advertise on in harmony
with those you represent? It is not always as cut and dry as---Don't make
a sex oriented ad and run it on sex sites if you represent a church.
In addition to company related issues, customers, at least in the off-line
world, want to become more and more involved with their campaigns. In
print ads, we are showing customers rougher and rougher layouts because
they want to feel involved in the creative. I've also run into ads that a
customer absolutely hates because we used the color blue!
I'd hate to see you in a position where you achieved great results and the
customer hated the way you achieved them.
Bill Pohlman, CBC
...........................................................................
Anderson Perlstein Ltd.
Advertising Communications Specialists
Traditional and New Media, Multimedia and Photography
Tel: 847-537-0100 Fax: 847-537-0174 Email: apltd_at_apltd.com
http://www.apltd.com
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