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

Geoff Isaac (gisaac_at_ozemail.com.au)
Wed, 22 Jan 1997 16:51:46 +1100

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Ivan Weltman wrote:

>There are always exceptions, depending on the creative
>devices and the product/service category, but as a general rule
>"effectiveness" plotted against frequency follows an S curve - too
>little frequency is inefficient and too high a frequency is
>inefficient. Irritation is evident by what happens after the curve
>levels off - it drops like a cliff.

I ask:

How can you ignore all the new work being produced (much of it
merely re analysis of old data using new computer power - Colin
McDonald for example) which clearly questions the S shaped curve
and says the real curve is convex? See just about any issue of AdMap
from last year for examples.
One exposure does now appear to have the most effect, certainly
in the grocery market, and by effect I mean demonstrable effect
on purchase behaviour. Therefore the findings for the Net (using
clickthru as a surrogate for advertising effectiveness) are
consistent with our latest findings for conventional media.

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E-mail: gisaac_at_webwidemedia.com.au
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