Re: ONLINE-ADS>> Mass Medium? Targeting?

Kim Andersen (kim_at_whitehouse.dk)
Thu, 25 Jun 1998 12:44:48 +0100

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: PlanetaChat - Director: "Re: ONLINE-ADS>> Mass Medium? Targeting?"
• Archive Home Page
• Search
• Previous message: David Zinman: "Re: ONLINE-ADS>> Summer Web Usage"
• Maybe in reply to: Keith Pieper: "ONLINE-ADS>> Mass Medium? Targeting?"
• Next in thread: PlanetaChat - Director: "Re: ONLINE-ADS>> Mass Medium? Targeting?"

Marlena Schwarz wrote:

>"I don't care what anyone says, I'm going to recommend
>another medium for awareness (branding). The power of the
>Web doesn't currently lie in its ability to create
>awareness. It lies in its ability to engage consumers in
>a dialogue, so that's what I'm going to do with my
>clients"

Marlena, I agree to a certain extent that the web (at its current stage) is
meant for dialogue and print/broadcast for creating awareness - but I don't
see why you can't do branding on the web?

Building strong brand positions in my book isn't isolated to the number of
exposures. Rather, in terms of media choice, one should examine the quality
of exposure in relation to the behaviour/attitude one wishes to generate in
the target segment.

True brand equity only comes from engaging the consumer in continuous
interaction with the brand, not only on a perception level but also at a
very physical/action-oriented level. Dynamic, creative ways of driving
traffic to a particular destination or offering interactive,
business-related services on your website, must also be considered part of
the branding process. Therefore it is a contradiction to speak of branding
and dialogue as separate objectives, when in fact they are two sides of the
same coin!

Sincerely
Kim Andersen
Project Manager, WhiteHouse Advertising & Interactive

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

"We chose 24/7 Media because of their proven
success selling online advertising."
-- Howard Lefkowitz, VP Business Development, EarthLink Network

24/7 Media -- Always Serving You
http://www.247media.com/join.html

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

• Next message: PlanetaChat - Director: "Re: ONLINE-ADS>> Mass Medium? Targeting?"
• Archive Home Page
• Search
• Previous message: David Zinman: "Re: ONLINE-ADS>> Summer Web Usage"
• Maybe in reply to: Keith Pieper: "ONLINE-ADS>> Mass Medium? Targeting?"
• Next in thread: PlanetaChat - Director: "Re: ONLINE-ADS>> Mass Medium? Targeting?"

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.