Re: ONLINE-ADS>> Dunkin Donuts/Jumbo! Promotion

Will Margiloff (will_at_jumbo.com)
Sun, 28 Sep 1997 11:17:15 -0400

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Richard:

>I'm curious if you can discuss how Jumbo prices such a campaign (without
going into specifics of course). Is it essentially the same as a
>banner campaign - per impression?>

It is not easy to price unique promotions out like this but we did price it
out on an a CPM basis. Buyers and planners speak those terms so throwing a
wild price figure out into the air is not a smart idea. Giving the buyer
an impression level and a CPM based on the uniqueness of the promotion is
the only way they can present this idea to their client.

>How much cash do you have to put on the table to do a custom campaign
before you are taken seriously by a site? I mean, for $10,000 I doubt a big
site would build anything custom. But if I put $100,000 down, my guess is
they would be more flexible.>

$10,000 is chump change in this industry of "test buys and one month
contracts." This promotion was unique and a fair price was paid but not a
break their budget amount. That kind of selling will discourage
advertisers when the promotion fails to meet their expectations.
Eventually they wont want to do anything like in the future. Fair pricing
and realistic goals are the keys to making the beyond the banner
opportunity a success.

Will

===========================================
Will Margiloff, V.P., Advertising & Marketing
Jumbo Inc.
43 West 33rd, NY, NY 10001
tel: 212-244-2870 ext. 11, fax: 212-244-2877
email: will_at_jumbo.com, Site URL: http://www.jumbo.com
===========================================

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