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...
Kenbond4_at_aol.com
Thu, 6 Mar 1997 10:18:48 -0500 (EST)
<< richard wrote:
> The essence of the argument was that PR people are good
> at developing substantive content
> and advertising folks are best at developing flashy ideas that have
> shallow information content. Internet users want the former, not the
later.
>>
How old are those hills anyway? While public relations will tell you about
an event; advertising will make you want to be there. One of the questions
and certainly one of the major challenges that the web provides is the
merging of several disiciplines (advertising, public relations, publishing,
broadcasting,) into a single field application that is being called Social
Technology.
>From a media viewpoint a whole new technology is developing that measures
and addresses reach and frequency into demograpic and psychographic profiles
with a very hi degree of direct response - caused in part by the ability to
compare products and services of competing interests in a rather cold and
analitical fashion.
Cable companies, telephone companies, service providers, hardware and
software developers are all offering competing services that force the
computer into becoming more like a tv set and a tv set into becoming more
like a computer - the end result should be a combination of services that
provide real time programming and web sites that look and feel like a tv show
- with live action commercials and information.
I suspect that when T1 speeds are adopted as the universal standard (128k)
the emphasis on writen content will diminish as video content takes its place
- making the creative process in advertising and the public relations process
work together in ways that we are just beginning to develop in our
synergistic plans for products and services that have been marketed through
traditional broadcast and print campaigns.
I suspect that sales rep organizations like Petry, Doubleclick, etc., are
utilizing this transitition time to develop networks and services that will
be sensitive to both advertisers requirements and the consumers passion for
information and security.
How long do you think it will be before 25% of the web users are hooked up
to T1 type of services and what do you think will happen as a result?
Ken Bond
If you can think it, we can make it happen
