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NONE: Re: ONLINE-ADS>> Haggling Tactics
Re: ONLINE-ADS>> Haggling Tactics
Preston Bealle (preston_at_jumbo.com)
Mon, 22 Dec 1997 14:02:20 -0500
Scott Cherkin wrote:
>I think, however, its value is lost when brand advertisers start adopting
>direct marketing mentalities simply because Web advertising is so
>accountable.
So true. It comes down to the fact that people love to measure
things--their salaries, their grades, their advertising recall scores,
anything that provides hard evidence rather than an opinion. If every TV
commercial could be graded reliably by the level of interest it engendered,
you can bet that would be the key measure of success of that commercial.
Since we have just such a numerical grade on the Web, the click rate, it's
very easy to lunge at that number as a meaningful number. But, all the big
buildings on Park Avenue like Lever Brothers and Colgate Palmolive did not
get built by those measurements, they got built by advertising FREQUENCY.
Sure, they test the ads first, and demand certain measures of
effectiveness. But, the 800th time you saw Mr. Whipple saying not to
squeeze the Charmin, that ad was just pulling tonnage, just being there as
a constant reminder of what they stood for. They didn't expect you to
leave your house and buy Charmin at that moment, or to send in a post card,
or to go call 1-800-Charmin, as they do with Web ads.
They were getting ROI by just putting the name out repeatedly and getting
on the short list of brands you know. This is why car manufacturers
advertise so widely, even though a tiny fraction of the population is in
the market to buy a car at any given time--they want to stay on your short
list. The research so far shows that the Web can deliver these reminder
messages as effectively as, or more effectively than TV and print. So, in
a major way, we suffer by being so measurable, even though we can prove
response better than any other medium.
===========================================
Preston Bealle, V.P., Sales & Marketing
Jumbo Inc.
43 West 33rd, NY, NY 10001
tel: 212-244-2870 ext. 11 fax: 212-244-2877
email: preston_at_jumbo.com, Site URL: http://www.jumbo.com
===========================================
"Jumbo! the best shareware site in Cyberspace" --PC World Magazine
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