NONE: Re: ONLINE ADS>> Banner exposures should convey brand name
Re: ONLINE ADS>> Banner exposures should convey brand name
Pat McCarthy (ice_at_iceweb.com)
Wed, 11 Jun 1997 02:28:23 -0700 (PDT)
>I beg to differ. Effectiveness of advertising is much more complex then
>number of people who click on a banner.
Very true, and we're all learning that in a hurry.
>When I see poster of a sexy women with a CK t-shirt I don't go running to
>buy one for my girlfriend. If I see it and take note of it, I may remember
>to buy it at some later time when the opportunity presents itself. Exposure
>is the bottom line. Impressions count for exposure, it is up to the
>creative to insure that the banner conveys the brand name.
Great point. Everyone is constantly looking at click-through rates and the
like. But we
can't forget how important branding is to some companies. Just because I
didn't
go to your site through that banner doesn't mean I didn't take notice of
it, or maybe come
back later. Although click-throughs are very important, many sales may
take place later
due to that banner or whatever kind of ad you're using.
>In my opinion, every banner should clearly display the destination URL or
>at least the site name so that people viewing the ad can take note of it.
>Some pages are information intensive and are not condusive to clicks... I
>have found myself wanting to click on a banner but held back because I had
>no time, I came to the site for a specific piece of information.
The destination URL on the banner is a great idea. Another form of URL
branding. I'd say I've
clicked on a banner maybe twice in all my web surfing. This is mainly
because I'm too busy
to just surf or just because I don't want to leave the spot I'm at. So if
a URL was there
I may be much more likely to come back later. These visits of course can't
be measured, which
would make all of you who love to track and love pouring through statistics
angry. But if I placed
an ad campaign and my sales subsequently increased whether I had a good
click through or not, I'd
say that campaign did the job.
> It is important to reflect on what we
>know from traditional advertising, some of the same principles apply to the
>Web.
Not only that, but don't forget print advertising when dealing with the
web. It's still an
extremely powerful medium.
========================================================================
Pat McCarthy
Online Director - WebLink Express - http://www.weblinkexpress.com/
online_at_weblinkexpress.com
Drive consumers to your web site with WebLink Express
(541) 343-0322
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