NONE: ONLINE-ADS>> Banner Ads and I-Way Robbery
ONLINE-ADS>> Banner Ads and I-Way Robbery
Geoff Isaac (gisaac_at_webwidemedia.com.au)
Tue, 28 Jan 1997 13:08:07 +1100
Several members have asked me to give more details of references
for my arguments re effective frequency.
I am not at my desk at the moment (I am overseas) so I cannot
be entirely specific but I hope the following will help for now.
Colin McDonald authored the 2nd edition of Effective Frequency
which is a great (and well written summary) of all the arguments
about effective frequency since television advertising started.
It is available over the net from Amazon books.
This book also includes a summary of Professor Phillip Jones'
work on effective frequency. Jones was given access to the Nielsen
single source data gathered in the States in 1991. He demonstrated
that advertising does have Short Term Effects which can be measured
in terms of sales. The Jones book is fully referenced in the McDonald
book - it is harder to get but the McDonald book summarises all the
relevant work anyway.
Since that time Colin McDonald re analysed his single source data
and now agrees with Jones that for grocery products the response
curve is convex shaped and NOT S shaped.
Both researchers agree that in this important category the first ad
seen by an individual is the most likely ad to get an effect. Further
both researchers agree the proximity of the ad to the purchase event
is crucial - if you can reach the consumer within three days of a
purchase event you are more likely to have an effect on sales.
OK this is for grocery products. Erwin Ephron (another of the most
respected media researchers alive) delivered a paper (from memory called)
"A Car is Like A Box of Frosted Flakes" at the Worldwide Electronic and
Broadcast Symposium held in San Francisco last year. This event was
organised by the Advertising Research Foundation (New York) and ESOMAR
(Amsterdam) - contact either organisation for details of how to get
hold of a copy.
In this paper Ephron argues that regardless of product category the
convex shape applies. The proximity of the advert to the purchase cycle
is crucial. Therefore media planners should forget about flighting and
concentrate on maximising weeks on air. Planning should be based around
the purchase cycle. By this method the market has more chance of being
exposed to a campaign at or near the time of purchase - regardless of
product category. Therefore for some product such as Pepsi the media
planning should be done daily - yep maximising reach not frequency 365
days a year (ok they will let you off with planning around twice a week)
and for products such as cars and fridges you should aim to maximise
reach and NOT frequency on a monthly basis to keep the product in the
consumers mind (brand building by any ones terms).
These arguments are being followed by ADMAP a monthly publication from
NTC Publications in Oxfordshire, UK
Tel: + 44 1491 4411000
Fax: + 44 1491 571188
email: 100144.3037_at_compuserve.com
it is a bit expensive but well worth it.
Also of note is the Journal of Advertising Research from the Advertising
Research Foundation in New York:
Tel: + 1 212 751 5656
Fax: + 1 212 319 5265
email: email_at_arfsite.org
By the way the Millward Brown study I referred to was not the DoubleClick
survey. As DoubleClick are a competitor of ours I am more than happy for
anyone to attack anything the produce!
The study I referred to was a print study again showing that print adverts
have high wear out. The first exposure was shown to be the most effective.
I don't have details with me but will post for those interested when I return
to Australia - w/c feb 10
Sorry this is so long - hope it helps.
Sure
not all advertising is geared
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WEB WIDE MEDIA
E-mail: gisaac_at_webwidemedia.com.au
URL: http://www.webwidemedia.com/
Phone: 61-2-9226 7444 Fax: 61-2-9226 7411
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