NONE: Re: ONLINE-ADS>> Online media kits
Re: ONLINE-ADS>> Online media kits
S. Alles (allmedia_at_cris.com)
Wed, 23 Jul 1997 14:45:18 -0400
Chris Bertchie wrote:
> > Until I have qualified you as an advertiser, and know what your
> > objectives are and what your product or service is, I can't give you
> > the best proposal. I'm with Jane, and want to create a simple
> > required registration (name, email, phone, company) to front my
> > online media kit.
>
And John Schick replied:
> If a POTENTIAL advertiser wants to advertise on your site, the
> best way to convert them to a paying advertiser is to provide them with
> comprehensive rate card/media kit detail online. That's what the Web is
> all about! BTW - I've noticed a significant trend among top websites
> towards this "qualify the customer or he gets nothing" mentality, and if
> anything kills Web advertising, it will be this.
I sure agree with John's viewpoint; placing an obstacle in the buyer's path
is not in the seller's best interest. There are a mind-numbing, number of
site-options for the buyer to consider at the outset and there's hardly
ever enough lead-time for just about any advertising job.
For me the first phase of the buying job is to narrow these many options
down to the group of sites that are most likely to fit the particular
advertiser's requirements. Basic rate card/media kit information is
essential during this planning stage. If it's difficult to get quickly and
there are other "parity" sites that can be considered, the site may not
even make the first cut just because of the obstacle.
However this doesn't preclude a seller from customizing their proposal in
the next step - when *contacted* for specifics. One can't finalize an ad
schedule based on media kit information.
Sylvia Alles
=========================================
AMS Advertising Media Planning, Buying, Consulting
http://www.cris.com/~Allmedia
allmedia_at_cris.com
=========================================
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