ONLINE-ADS>> Looking at individual media in a vacuum

Tom Hespos (thespos_at_k2design.com)
Mon, 7 Jul 1997 13:54:41 -0400

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deaconblues_at_serv2.fwi.com wrote:

>Advertising reps are notorious neither for honesty or intelligence.

Really now... Isn't that a little harsh? Did you get burned on a deal
or something?

>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.

I love how some DM people think direct response media are the most
accountable out there. In an integrated marketing plan, often there are
several media at work simultaneously. And some DM folks will still take
credit for the conversion of a customer, saying that it was the direct
mail (or whatever) that did the converting.

This breaks one of my cardinal rules: NEVER LOOK AT INDIVIDUAL MEDIA IN
A VACUUM. It is dangerous to do so. What if a customer sees a print
ad, hears a radio commercial and then converts on a piece of direct
mail? To attribute that conversion to the direct mail completely
ignores the effects of the branding component of the marketing plan.

So maybe Direct Marketing ISN'T the most measurable thing in the
world...

Tom Hespos
Senior Media Planner
K2 Design
http://www.k2design.com
http://members.aol.com/~THespos

Disclaimer: The opinions expressed in this post are mine and should not
reflect on my employer in any way.

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