NONE: Re: ONLINE-ADS>> Marketing in the year 2010?
Re: ONLINE-ADS>> Marketing in the year 2010?
Stacy Repa (stacy_at_dejanews.com)
Thu, 20 Nov 1997 09:45:20 -0600
Andrew Holloway wrote:
><snip>
>"and on your next trip to the store you use your
>coupon to pick up your new brand of OJ."
Yes, these are great possibilities, but I think we should also consider
that when these capabilities are in place advertisers might also be in for
a big disappointment. Even though I see the right ad for the right product
at the right time, there are so many mediating factors that the chances of
me purchasing the product are still small, and get smaller every step of
the way between me and the grocery store.
Let's say I usually buy Minute Maid, I am given a Tropicana coupon at the
store, and I see Tropicana ads all over the place for the next week. Maybe
during the week I go to a brunch and have fresh-squeezed orange juice,
suddenly the carton stuff doesn't seem so appetizing. Maybe I go to the
store just before dinner. I'm thinking about Cokes, not OJ. Maybe the store
display features Minute Maid or another brand, or another brand is on sale.
Maybe I forget my coupon. Maybe a friend told me Tropicana doesn't taste
good. Or, the marketer's favorite dream and worst nightmare, I just love
Minute Maid and I'm not switching for anything.
I think the challenge, for new media and for any targetted advertising, is
not just to reach your consumers at the right place and the right time, but
to reach them convincingly. Whether it's broadcast or interactive or
whatever, the goal for every brand is to begin and nurture a relationship
with your customers so that you are on the smiling end of a brand-loyal who
just won't switch.
Have a good day all,
Stacy
***********************************************
Stacy Repa
Marketing
Deja News
The Source for Online Discussion
http://www.dejanews.com
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