Google
 

NONE: Re: ONLINE-ADS> How to SELL web advertising

Re: ONLINE-ADS> How to SELL web advertising

Nick Usborne (wilding_at_islandnet.com)
Wed, 22 Apr 1998 13:15:54 -0700

Leo Sheiner said:

>The point I was making relates to the importance of making
>the message on a banner simple, clear, to the point,
>unambiguous even blunt.

Absolutely. In the still relevent words of David Ogilvy, If it doesn't
sell, it isn't creative. Every online creative person should have that
tattooed across their typing fingers.

Frank Lee said:

>Why rely on statistics? What's wrong with the standard
>direct marketing technique of testing media to see where
>your responses come from? I do this as standard practice. I
>buy a limited time and measure the clickthrough from each
>ad, and, since what they are clicking through to is always a
>response mechanism I can measure clickthrough against action
>for each ad. The ones that work, stay; those that don't go.

I like it..

We're getting a thread of postings here that seem to be saying, Never mind
all the techno-reporting systems - I'll judge the ad by whether it actually
works or not. Show me the money!

Are the majority of readers of this board standing silently back and
indulging this strange line of discussion? I'd be very interested to hear
whether the idea of judging ads by whether they actually work or not holds
any support in the industry - or whether the major players are tied into
CPMs, click-throughs etc.

Am I oversimplifying the issue? Certainly. But it's much easier to see
the wood once you stop looking at all the trees.

Nick Usborne
ISIS Direct Ltd
1383 Maple Bay Road
Duncan, B.C. V9L 5R5, Canada
Tel: (250) 746-0046
Fax: (250) 746-7772
email: wilding_at_islandnet.com

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
24/7 Media

More brand-name sites. 13 content channels. That's what you get from
the fastest growing online network. Let our media professionals help
you develop a winner plan. 24/7 Media - Always Serving You

http://www.247media.com

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com


HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.

 


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Houston Web Design

Add your company...

Local SEO with Video
 



 


 
Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

 
2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
 
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.