NONE: RE: ONLINE-ADS>> Need good ammunition!
RE: ONLINE-ADS>> Need good ammunition!
davidh (davidh_at_softwarebuilders.com)
Tue, 9 Jun 1998 12:20:24 -0400
After the reading this list for a while but never posting, I am now moved
to action by some unbelievable comments I read in the June 8, 1998, Issue
#85, Volume 3 edition.
Here is just a snippet of what I read that floored me. I was truly shocked
to see this kind of attitude displayed.
>"If they need to be convinced that they need to advertise on
>the Internet, then they sure as heck do not know how to
>design and impliment an effective online ad campaign and are
>destined for failure even before you call them to sell ad
>space to them. It's like the blind leading the pessimistic."
This is just a small piece of some truly disturbing views that were in
yesterday's posting. Did someone who is actually in the Internet industry
and who is trying to sell ads and bring in more and more new companies to
Internet advertising say the above statement? Our jobs besides selling ads
is to explain why a campaign will work, educate the new companies about the
Internet since it is a new medium, and bring them into the fold to become
long term partners with the Internet ad agencies. The tone of the reply in
the above statement and the whole post made me embarassed for our industry.
It is our job to design a campaign that will work for them. The author
makes great generalizations about the fact that Internet advertising does
work, well, that is hardly the case in all areas. A suuccessful campaign
can depend on a lot of factors and there are plenty of campaigns out there
that have bombed. Just like any other medium, sometimes Internet
advertising works and sometimes it doesn't.
This is why they are hesitant about jumping in with their companies
dollars, into a medium they might not understand, and risk their own jobs.
We need to help them understand how Internet campaigns can work for them,
cultivate relationships where the Internet wins in the long term. We need
to not adopt the make a quick buck, I don't want to spend the time with
you, arrogant attitude displayed in the previous post. Time management is
very important to us all, and at some point you do have to say the end
result will not justify the time put it in. But to have the "Sorry, can't
help you, you aren't spending enough money, you know nothing about the
Internet, and you don't posses the blind faith that the Internet works
because I told you it did" attitude is truly embarassing and
unprofessional.
David Halprin
Software Builders International
Marketing Manager
davidh_at_softwarebuilders.com
http://www.netzip.com
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