NONE: Re: ONLINE-ADS>> Microsoft IE pay-per-download
Re: ONLINE-ADS>> Microsoft IE pay-per-download
Jeffrey D. Erb (jeff_at_intersphere.com)
Wed, 12 Mar 1997 17:04:30 -0500
At 08:35 AM 3/12/97 EST, you wrote:
>At 1:53 pm March 10, 1997 You wrote
>...You may have all the expertise in the world, but if you
>start "witting the rules" or dictating things to your customers,
>they will go to someone else. A customer may be a pain, but he
>or she is keeping you lights on and your family fed.
>
> Also, I use the Internet everyday, give seminars on it, and
>talk to many companies about it and banner advertising does not
>seem to be that effective. If the person is interested, then
>they will click, if not they don't even notice it.
>
I think you're missing the point. The issue here is the value of an ad
banner. My point is that there is more value to an ad banner than "click
throughs" and "product downloads." People in advertising should be aware
that there is a great deal of brand recognition value that seems to be
overlooked. I guarantee that whether someone is interested in a product or
not, they SEE the ad banner.
This is an excerpt from something I wrote a long time ago, but it
definately applies here:
When you see an ad for Coke or Pepsi on TV, do you really think that someone
rushes out the door to go buy the product? Do they call the company and
order a case? Do they pay the television station (or even a magazine for
that matter) based on the number of sales from the ad that was placed? The
answer to all of these questions is NO.
If you don't see a Coke or Pepsi ad this week, are you going to stop buying
the product? Again, the answer is NO. Why? Because they've
built up brand recogition through the advertising they've been placing.
People know who they are because they've been saturated with their corporate
logo time and time again. In my opinion the corporations have managed to
pull a really nice scam on Internet advertising and it's the fault of the
sites hosting the banners allowing them to get away with it.
-Jeffrey Erb
Vice President
Intersphere Communications Ltd.
http://www.intersphere.com/
jeff_at_intersphere.com
Put a bold new interface on your marketing message.
Intersphere... a cutting edge advertising & marketing firm.
