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NONE: Re: ONLINE-ADS>> $1,027...the price of
Re: ONLINE-ADS>> $1,027...the price of
F.L. Werdmoelder (fwerdmoelder_at_mus.ch)
Thu, 22 Jan 1998 17:34:41 +0100
At 22:20 Uhr -0800 on 20.1.1998, Steve Kruse wrote:
>I do not disagree that the general daily newspaper is at a
>disadvantage in reporting on high-tech issues, though some
>newspapers do a good job, such as the San Jose Mercury. I
>don't think anyone in the industry looks to the local paper
>to provide in-depth coverage of high-tech issues. In fact,
>readers of local papers (especially small ones) are probably
>far more interested in local high school sports than the
>latest advances in computers or whether the IE browser will
>or will not be bundled in Windows98.
I understand what Steve is saying. But, I think, Steve is contradicting
himself here (though certainly unintentional): Below Steve mentions that
the company with the largest marketing-budget 'normally wins the game'. One
of the reasons this might be true is getting publicity, as much as you can.
One way is to pay for it (PR, advertising, etc.); another very good way to
get lots of (mostly free) publicity is getting mentioned in local papers.
Maybe Joe Sixpack couldn't care less if Explorer will be bundled with Win
'98 (or '99, whatever). But he sure will remember the name Windows and
Microsoft. Let's assume Joe wants to buy a computer, but obviously has no
idea what he should be looking for. He goes to his local store and says he
wants a computer with Windows, because that's what he remembers. Eh voila!
Publicity worked. He wouldn't want to buy an Apple, because of the bad
publicity. You know, along the lines of where there is smoke there is fire,
etc. Getting as much publicity as you'd like is therefore indeed a matter
of large budgets, and sometimes less ethical means of spending that budget,
e.g. the annual MS media party Elizabeth mentioned. Which closes the
circle. I'd say that local publicity can be very important, even for
'non-local' products.
>I also said that, overall, the industry does a good job and
>the best it can. My overall point still remains, those with
>the biggest budget normally win the game. Unfortunately, the
>same goes for Presidential elections.
The same goes for any elections anywhere, and has always done. Seems to be,
indeed unfortunate, fact of life.
Freddy
Frederik L. Werdmulder
Werdmulder Webmarketing- and Consulting
Asylstrasse 106, 8032 Zurich, Switzerland
fwerdmoelder_at_mus.ch
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