Re: Re: ONLINE-ADS>> Banner Ads and Highway Robbery

Denice Hradisky (diece_at_mail.utexas.edu)
Sat, 18 Jan 1997 14:54:30 -0600

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Hal Pawluk <pawluk_at_sprynet.com wrote:

>I noticed your comments on my article on banner ads and am curious
>about the connection you imply between building
>awareness->preference->sales through advertising frequency and banner ad
>click-through rates.
>
>Because there is no connection, or if there is it's an inverse
>connection.

To compare the frequency of ad messages in conventional media to a decrease
in click-throughs is comparing apples to oranges. Just as you have
diminishing returns in click-through rates, you also have diminishing
returns in conventional media. The increase in frequency of an ad in
conventional media does not necessarily mean greater effectiveness. There
are ads that become more annoying and more of a turn-off the more they are
seen.

Denice

"Advertisers should never forget that they are addressing stupid people. It
is really astonishing how little a man may know, and yet keep out of the
way of the trolley cars."
-- Charles Austin Bates
cir. 1893
University of Texas at Austin
Advertising 371J
Office: 471-8161

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