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NONE: Re: ONLINE-ADS>> Competative Differences and Privacy
Re: ONLINE-ADS>> Competative Differences and Privacy
Claire Monical (cmonical_at_adknowledge.com)
Thu, 13 Aug 1998 11:11:09 -0500 (CDT)
Regarding policies for revealing competitive spending, I think it
is safe to look at traditional media as a good example. Most
advertisers will, at some point, ask for competitive spending
information. As long as the competitive disclosure policy is
consistent most advertisers do not have a problem with their
information being revealed. (In other words, as long as they
know they can also call anytime for the a competitive update-
they don't mind so much). What they do mind is feeling as though
their competition can get information on them, but not the other
way around. That is often grounds for not placing an order with
a certain media provider. As a rule never adjust the policy to
force more media dollars out of an advertiser.
In local broadcast buying, for example, revealing competitive in
some form or another is an accepted practice. Some markets,
however, collectively set a policy of not revealing spending.
But, these are gentlemen's agreements among all the broadcasters.
Some would set policies about exactly what can be revealed-
flight dates, rounded figures, etc. If any one of the
broadcasters fails to keep the agreement, the rest of them would
follow suit.
Your best bet is to find a policy that suits you and stick to it.
Every policy has a rationale behind it, and if you apply it
strictly to every advertiser, you'll probably be safe. (Keep in
mind that some advertisers may not place with you if you have a
loose policy, so it may be safest to have a strict "don't tell"
policy.) Keep tabs on what your competitors set as policies
also.
One good policy I've found is to reveal all past information, but
nothing current or future. For example, make the previous
quarter's spending available to competitors. Or a simple yes/no
answer for any competitor inquired about that is currently
running a campaign. There are many ways of revealing only some
information, but whatever you chose, you should definitely
formalize your policy and use it consistently within your
organization.
Hope this helps,
Claire Monical
Product Specialist
AdKnowledge
mailto:cmonical_at_adknowledge.com
phone: 650-842-6525
AdKnowledge. We make web advertising work.
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