NONE: RE: ONLINE-ADS>> Online Media Kits
RE: ONLINE-ADS>> Online Media Kits
Hall, Steve (shall_at_harpell.com)
Thu, 24 Jul 1997 13:05:00 -0400
> Chris Bertchie wrote:
>
> > One of the truisms of ad sales is that if you don't talk to a
> > prospective advertiser, they remain just that: prospective. 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.
Chris,
>From the perspective of an agency media executive, this line of thinking
is ridiculous. I have nothing against converting prospective advertisers
into actual advertisers but that is exactly what we in agency media
departments do for our clients! It is our mission to determine which
media vehicles are appropriate for our clients based on their goals
*and* the audience profile, efficiency, etc. of the medium in question.
How in the world can we do this if we can't access the data of a
considered medium??
I've got nothing against the power of the web to assist in qualifying
potential advertisers or to build a prospect list but when it is set up
in such a way that limits access to knowledge that I need to make
preliminary planning decisions for my clients then forget it....that
medium will just not be on the buy!
Steve
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