NONE: RE: ONLINE-ADS>> who is better equiped for the Web? PR Guru...
RE: ONLINE-ADS>> who is better equiped for the Web? PR Guru...
e/y/e/s/c/r/e/a/m - mark grimes (grimes_at_eyescream.com)
Thu, 6 Mar 1997 00:56:07 -0800
PR - AD - DM - 3 Coins In a Fountain
Richard wrote..
> better equipped: PR guru or ad guru?
>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.
The one guru that's missing in the mix here is the Direct Marketing guru,
and she is different than the others. The direct marketing guru combines the
flash of the adman with the substance of deliverable results.
Jim wrote...
>The two are very different.
>One is about announcing an event, a new product, a promotion, etc.
>And the other is an effort at getting new customers and building brand.
>One is aimed at the media and the other is aimed at the public.
>Cliff's story about the tennis mailing list is an advertising story. Steve
>O'Keefe
and Eric Ward do the PR thing. These are very different.
I would call the tennis mailing list story a direct marketing story,
not an advertising story. It's quantifiable, measurable and reads more
like a direct mail success than an ad campaign success.
advertising - creative/ideas
PR/publicity - media/press awareness
direct marketing - measurable results
Kim wrote...
>Good advertising skills will entice them to visit your site.
>Good PR skills will keep them interested and establish credibility.
Good direct marketing skills deliver measurable results.
Kim wrote...
>Uh, sorry, Richard! I tossed the coin into the air and it landed on its side.
Hell Kim, I tossed the nickel in the air three cents came down, but I'm sure
someone else will have their two cents worth ;-)
Mark
eyescream advertising experience digital attitude
www.eyescream.com _^_^_^_^_^_^_^_^_^_^_^_^_^_^_^_^_^_^_
