NONE: ONLINE-ADS>> HotWired 1996 Advertising Effectiveness Study
ONLINE-ADS>> HotWired 1996 Advertising Effectiveness Study
ASKMGMT_at_aol.com
Thu, 9 Jan 1997 08:37:22 -0500 (EST)
I am a former packaged goods marketer and current management consultant to
many companies who market brands to consumers. Millward-Brown is a solid
market research organization with whom I have worked and found their
methodology and assumptions to be validated throughout many efforts.
This study demonstrates that Web Advertising acts much the same way that
traditional marketing/advertising efforts behave. Like Advertising on
Television or in Print Magazines, a banner ad is automatically being
delivered which a marketer hopes will break through the clutter and be read
by its target. However, banner ads (and other web ads, if we want to make
that leap of faith), apparently also act the same as Direct Marketing. In
that, with solid content (after you have gained the attention of the target)
you can deliver more information/education and gain a much more indepth
awareness, understanding and possibly sale of your product.
What the study says is that Web Advertising should be one part of a total mix
of elements in any marketing plan. All the same rules apply. A product
needs a compelling point-of-differnce, creative that creates brand awareness
among the target audience, a compelling message leading the consumer to buy
the product and the appropriate frequency of this message. Additionally,
there are a wide variety of elements to do these tasks and any advertising,
web or otherwise, and any pr and promotional efforts (direct marketing, etc.)
should be directed against a specific target audience who is most likely to
buy the product.
Adrienne Kramer
ASK Management
2 Turner Drive South
Chappaqua, NY 10514
ASKMgmt_at_aol.com
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