NONE: Re: ONLINE-ADS>> Banner Ads and Highway Robbery
Re: ONLINE-ADS>> Banner Ads and Highway Robbery
Kevin Leathers (Kevin.Leathers_at_elecomm.com)
Tue, 28 Jan 1997 17:24:29 -0600
>> I read it, have to say the guy is being unreasonable. Only paying
>> for click-throughs is a bizarre practice.
>
>Maybe, but that's the way the industry is going. And I'd like to help
>it along.
>
Keep in mind that some product and services can do quite well with only
exposure (Coke, Nike, Ford), where brand recognition relates to "top of
mind" and future sales over like brands (Pepsi, Reebok, Chevy), however,
others may only be effective if visitors click through (New product/service
or Innovative use of an existing product/service), where without further
knowledge the consumer will not be informed enough to make a purchase decision.
An interesting example that hit close to home is: A client of mine stated
that there name alone would not be recognized, since they are new to the
market. For this client we asked for Tag lines used in their marketing
material that ask a question or make a statement that requires an answer. We
created banners without even listing the company name, but include a tag
line, and have had a higher rate of click through than for any other ads.
Where click through is important for some product/sevices it should not be
pushed on visitors if exposure will do the job. I don't want to click on "Do
you want more out of life?" to see a Coke or Pepsi Logo when a logo on the
banner would have done the trick.
Kevin
Kevin J. Leathers
Director, Advertising Sales & Marketing
OBGYN.net: A Service of Elecomm Internet Applications
(http://www.obgyn.net) kevin.leathers_at_obgyn.net
(http://www.elecomm.com) kevin.leathers_at_elecomm.com
3616 Far West Blvd., Suite 101-234 Austin, Texas 78731-3074 USA
1+(888) 451-2842 toll free USA
1+(512) 451-2842 outside USA
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