Re: ONLINE-ADS>> Banner Ads and I-Way Robbery

Glenn Barry (gbarry_at_sydney.net)
Wed, 29 Jan 1997 02:12:12 +0000

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Leo Sheiner: "ONLINE-ADS>> A banner Newbie"
• Previous message: David Samuel: "ONLINE-ADS>> Question about Ad sales & the seasons"
• Maybe in reply to: Geoff Isaac: "ONLINE-ADS>> Banner Ads and I-Way Robbery"

Geoff Isaac <gisaac_at_webwidemedia.com.au> wrote:

> Several members have asked me to give more details of references
> for my arguments re effective frequency.
<SNIP>

Reach and Frequency in Advertising could do with a newsgroup all
of its own. But Geoff got a little glib in this posting and some
comments could be misleading.

Having been an agency media/planner buyer often on retail as well
as mainstream I cut my marketing teeth on R&F. The first thing to
consider is the product sales cycle. Second, the product sales cycle.
Third, ditto.

Quote.
> "Therefore media planners should forget about flighting and
> concentrate on maximising weeks on air".

Nice if you have all the money in the world. Spread your cash too thin
and you will not get the response you need. Media buying is the balance
between what you would like and what you got to spend. Media planning
is working out the best options of the many available. Creative can make
one ad work or many fail.

Because of the variables it is not and never has been an exact science.

Just think.
People drink soft drinks all the time but drink more in hot weather.
People buy car insurance (mostly) once a year.
People buy lawn mowers when the grass is growing.
People buy refrigerators when the old one has had it.(Summer seems to
help)

It just depends on the product cycle. Missing is the ad length/size
arguement. That is a real big factor in your spend decision. That
brings them there *creative* people into the mix. I have seen field
research (for Sorbent toilet tissue) that showed the best remembered
ad was one that had not run for 8 years when the research was conducted.
Ads that had been run the night before had not been remembered.

There is not one guarenteed formula. There is never enough money to do
it all. Follow the sales cycle and you will do the best you can with
what you have got to spend.

Market research is very a very interesting field. I can prove that an
increase in icecream sales causes drowning. Think about it.

Glenn

-------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

ADSmart.net is the best way to buy or sell online advertising space.
ADSmart's TrueTargeting methodology accurately pinpoints target audiences,
matching campaigns to the most appropriate ad spaces on the Web.
http://www.adsmart.net
-------------------------------------------------------------------------

Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: Leo Sheiner: "ONLINE-ADS>> A banner Newbie"
• Previous message: David Samuel: "ONLINE-ADS>> Question about Ad sales & the seasons"
• Maybe in reply to: Geoff Isaac: "ONLINE-ADS>> Banner Ads and I-Way Robbery"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.