NONE: Re: ONLINE-ADS>> No support
Re: ONLINE-ADS>> No support
Marlena Schwarz (marlena.schwarz_at_pop.ny.ddbn.com)
Wed, 01 Apr 1998 16:04:43 -0500
jflint_at_nc5.infi.net wrote:
> I have found most ad agencies have an excellent grasp on one or two
> particular types of media. These same agencies try to handle
> advertising for their clients in all media areas. The bad part is the
> agency is clueless to the nuts and bolts of other forms of media, and
> due to the agency not doing their homework on other types of media,
> their client is swayed toward a particular medium. This can be good and
> in most cases is actually bad for the client. The client suffers with a
> bad media buy from being directed by their ad agency and as a result
> wastes their budget. This obviously doesn't happen all the time, but it
> does happen too many times!
> J
I agree with you 100%. But there is nothing you can do about the dinosaurs,
unless you want to invest a lot of time and energy that will probably be wasted
trying to get those people to come around. Those agencies will wake up one day
and find they have missed a great opportunity when a smaller shop or Web
specialty firm has slipped in the back door and stolen part of their TV budget
for a Web program. Also, don't forget that there are *clients* out there who
don't care about online media even if the agency does.
I have, however, seen online properties give a freebie test program to a
potentially lucrative client they really want. In some instances, the client
loves it (wow look how measurable it is!), and signs on with a paying program.
It's risky, but I've seen it work well with clients who prior to the test
wouldn't bother.
Marlena
________________________
Marlena Schwarz
D D B N e e d h a m
Interactive Communications
212-415-2340
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