NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 1 Jul 1998 15:28:49 -0700
I will try to look through the condescending tone of this post to
address each point objectively.
Kim Andersen <kim_at_whitehouse.dk> wrote:
>I actually agree with you - see, what I'm saying is that
>when comparing, say, a combination of traditional media
>against on-line advertising you should focus on the
>objectives and effects with or without the on-line element
>in the total communications platform. There's a
>significant difference in doing this as opposed to making
>the partial analysis (without iterations) you're
>suggesting. You can use different kinds of multivariate
>models to determine which media variables that in
>combination contribute best to, say, ROI, in a given
>campaign. It's absolutely redundant to compare media
>spending of some amount on TV with the same amount on the
>web, 'cause on-line advertising can't do it alone for that
>kind of campaign!
I'm sure no one, myself included, has said anything about comparing
media spending. I'm not sure where that is coming from. As for
consideration of overall objectives and how they be attained, I'm not
certain anyone, myself included, said anything about them being variant
for each medium. I fully endorse a kind of Heideggarian holism when
looking at communicative action as a whole when it pertains to brand
stewardship and the marketing objective. But what also must always be
taken into consideration by the media planner is what each medium (and
each vehicle within each medium) is capable of accomplishing on its own,
and how far it can go towards the advancement of the overall goal.
>
>Let me tell you that in Denmark, which is probably among
>the most well-developed nations on this planet regarding
>general consumer welfare, every serious agency will tell
>you that if don't intend to build brand equity when
>incorporating on-line advertising in the marketing mix,
>STAY AWAY from the web. Media planners typically confuse
>branding with volume (not quality) of impressions and
>media richness. But the strongest possible kind of
>branding is when the consumer engages in a dialogue with
>the brand - and there you have it: you said yourself that
>the web wears the crown of DR!!! I agree that brand
>awareness has to be generated in the established media but
>brand loyalty (which should be the objective of any brand)
>is achieved at the lowest cost on the web - and there's an
>economic perspective to this discussion, too.
Let's see if I can address this succinctly:
1. There is no confusion of branding with quantity versus quality. It
is the target and the communications goals that dictate both of these
variables (less a media mandate, of course).
2. It is admirable that Denmark cares so much about the welfare of the
consumer, but state-endorsed consumer advocacy of a country with
5,163,955 inhabitants (smaller than the San Francisco Bay Area) is
wholly irrelevant to this discussion. This is not a debate for couching
patriotism. You are talking about two different things when you mention
branding and brand loyalty. Not to say they are mutually exclusive, and
that the means by which each of them are achieved do not help to
reinforce the other. But branding's straw man is image, brand loyalty's
is quality of product. Branding will get me to buy my first pair of
Nikes. Brand loyalty is derived from their quality (and perhaps the
experience had when buying them... this is an element of the
Amazon/CDNow paradigm). The Web will go further than any other medium
in putting me in touch with my consumer and even closing a deal, but
it's not going to keep me loyal to Tide when Whisk is on sale.
[It is a bit different with telecom/tech products. Brian Arthur, of the
Santa Fe Institute (http://www.santafe.edu), argues that inferior
products can beat out superior ones and compete for loyalty merely by
happenstance. See a copy of the 1/12/98 issue of the New Yorker for a
great article about this, or look for his work online.]
>On the issue of stimulating emotional response - the last
>site I went to was a helluva lot more fun than the latest
>commercial I watched featuring yet another detergent. And
>by the way, if you don't think the web is going to reach
>critcal mass on a global scale without affecting consumer
>behaviour, think again!
I do think the Web will be global. I do think it is THE communicative
device of the future. But it is unlikely that it will be used in such a
way that emotional responses will be elicited the same way they are with
a medium like television. The only way for the Web to accomplish this
is convergence. And then the Web becomes capable of eliciting emotional
response by becoming MORE LIKE TV.
>
>I'm well aware that my thoughts take us a step into the
>future. But that future is almost here and there's always
>a pitfall in projecting the future on basis of data
>sampled in the past. Of course, statistics can be a
>helpful tool in making qualified estimates, but you
>shouldn't mistake historical numbers for knowledge about
>the future. I'm teaching this to business graduates every
>monday from 9-12 a.m. and maybe some of you should've
>listened more carefully...
Oh, you're a seer, all right. But we're all looking into our crystal
balls the same way you are, and none of us can declare ourselves a
Cassandra.
Trust me, we're all listening very carefully. Our livelihoods depend
upon it.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
PH: 415-777-4645
FX: 415-777-1062
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