Re: ONLINE-ADS>> Targeting

Hal Pawluk (pawluk_at_sprynet.com)
Sat, 15 Feb 1997 08:01:12 +0000

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> From: Geoff Isaac <gisaac_at_ozemail.com.au>
> ... by allowing the CPM debate to take centre stage web publishers
> are allowing the medium to be devalued.

No, that presumes that the medium value is the same as the prices you
are asking. That's not true, as the value you deliver is not nearly
commensurate with your asking prices.

> Above all this is the fact that the Web has the power to effect brand image.
> We are only just beginning to prove this (eg Hotwired survey) and the click
> through model must not be allowed to stifle this development.

The hotwired survey is radically flawed and proves only that you can say
anything you want. It does _not_ prove anything about anything except
that Web ad sellers are willing to go to greater and greater lengths in
defense of their unconscionable, unjustified asking prices.

--
Hal        "It's not marketing if it doesn't go for the throat."

                     http://www.pawluk.com/
A NetGuide Gold site.                        Feel free to add a link.


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