NONE: Re: ONLINE-ADS>> Charging for cached banners?
Re: ONLINE-ADS>> Charging for cached banners?
deaconblues_at_serv2.fwi.com
Fri, 4 Jul 1997 13:59:02 +0000
Michael J. Sexton" <preinc_at_mail.albany.net> wrote:
> > Fewer cached impressions means that that ads are getting a wider
> >audience.
> Like most subjects on this list, yes but....
> In other media (radio TV etc) repetition is key. Locally radio ad reps
> are told that a consumer must hear an ad about 6 times before they take any
> action. A wide market of cached ads indicated that consumers are getting the
> repeat messages that are required for a good campaign.
Advertising reps are notorious neither for honesty or intelligence.
When the only tool you have is a hammer, shouldn't you tell your
salesmen that every problem is a nail? Who knows what works? Only the
people who can measure their results directly - direct marketing
companies.
A direct-mail company will test a mailing list by mailing to a small
proportion of the list. If it doesn't work, do they *make* it work by
flooding those same few mailboxes with 50 pieces each? No, they move
on to a more promising list.
A Raleigh salesman doing door-to-door sales told me "You can run into
more business than you can run away from." If a customer resists
buying, you can profit more by finding someone receptive to talk to
than you can by trying to overcome that resistance.
"Your best sale is your last sale." Even when you are selling such
big ticket durable items as cars, you will find that people who've
bought a new car from you in the last 90 days are more likely to buy
another new car from you than those you sold a few years ago.
Direct mail marketers tell us that there are ads that pull, year-in
and year-out, but that they are *always* more effective the first
time the consumer sees the ad.
Link Exchange tells us that banners always have a higher CTR when
fresh. When the ad is new, you get hot prospects. When your ad is
repeated and repeated, you get curiosity-seekers and unmotivated
suspects.
> I prefer your honest approach Mike. Sophisticated media buyers (like the
> folks on this list) know that repetition is the key to a good campaign.
> You may do well by pointing to the numbers of repeat visitors to your site
> and selling a targeted group of people to your advertisers.
A repeated ad to a highly-qualified audience is better than a fresh
ad posted to a bunch of unqualified yahoos. Repeat visits to a site
indicate that there is something of significant value there.
I like honesty, too, but it's even harder to find the combination of
honesty and competence in ad salesmen than it is in automotive repair
shops.
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