NONE: Re: ONLINE-ADS>> Banner Ads and Highway Robbery
Re: ONLINE-ADS>> Banner Ads and Highway Robbery
Ivan (egben_at_dockside.co.za)
Thu, 23 Jan 1997 00:52:33 +2000
> 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.
To which Geoff Isaac replied:
> 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.
Ignored because not relevant to the theme of my letter - which was
long term brand building and maintenance, optimising frequency, and
avoiding irritation. The shape of the effectiveness-frequency curve
depends on what one is measuring as effectiveness. I have yet to see
the S curve overturned when the measure is the formation and
maintenance of attitude.
> 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.
Short term sales is a narrow measure of advertising effectiveness,
and if my complete letter is viewed it should be apparent that I was
writing about the long term brand-building role of advertising, which
(from the recent HotWired study) has no correlation with click-thru
rate.
The grocery category is hardly typical - since the proliferation of
brands and line extensions which began in the 70s manufacturers (with
some notable exceptions) switched funds from media image advertising
to consumer and trade promotion, accepting short brand/line-extension
life cycles, and driving for short term results.
When it comes to brand building and maintenance, a handful of
exposures isn't going to do it - though the Web may require a lower
frequency than conventional media. (See the HotWired Brandstudy
synopsis at http://www.hotwired.com/brandstudy/
Ivan Weltman
TUDOGS: The Ultimate Directory Of Gratis Software.
http://www.tudogs.com
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