Re: ONLINE-ADS>> Web vs. TV brand awareness

ASKMGMT_at_aol.com
Sun, 28 Sep 1997 10:28:07 -0400 (EDT)

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It is interesting that so many are focusing on brand awareness generation via
the web vs other media. It has never been easy to justify television
advertising despite the tremendous amount of research that has given some
positive justification. The bottom line is still brand sales. The ultimate
indicator of web advertising will be its success in generating sales through
either traditional retail/service channels or via new ones such as the web.
I would like to see if there is some way of running correlations in this
direction using frequency, etc. of banner ads. It is difficult, but I
believe there are some research efforts being tackled in this direction.

Adrienne Kramer
ASK Management
Management Consultants in Marketing and Communications
ASKMgmt_at_aol.com

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