Re: ONLINE-ADS>> Who is better equipped for the web: A PR guru...

Al Bredenberg (ab_at_copywriter.com)
Thu, 6 Mar 1997 17:38:30 -0800

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Richard Hoy wrote:

>I read an interesting comment a few weeks back, though I am not sure where.
>
>The comment suggested that a traditionally trained PR person was better
>suited for developing online campaigns than a traditionally training
>advertising person. The essence of the argument was that PR people are good
>at developing substantive content (i.e. press releases, information sheets,
>etc.) and advertising folks are best at developing flashy ideas that have
>shallow information content. Internet users want the former, not the later.

Interesting thought, but it would depend on the kind of
advertising.

A lot of the most visible advertising is created for image and
branding. Depth of content may not be a consideration.

I've worked mostly with direct mail advertising (and now Web
content) directed at business-to-business and technology
markets. This is a combination that often requires in-depth
content. Long copy often pulls better than short copy, because
the business buyer wants in-depth information to make a
decision.

Creative strategy is still important -- using design and
headlines to grab attention and copy to sell an offer and
benefits.

I can think of other advertising formats that require content
-- infomercials, for example. There are whole advertising
agencies built around creating direct response advertising, and
other general ad agencies that have excellent direct response
divisions. Many marketing communications firms are involved in
industrial and technical projects that are anything but
shallow!

So I think it's impossible to generalize about advertising
people in this way.

****************************************************************
COPYWRITER.COM
Internet and Web marketing copy specialists
Web development, design, consultation
Cornwall, Connecticut, USA
Al Bredenberg 860.672.0382
ab_at_copywriter.com http://www.copywriter.com
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