NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Kim Andersen (kim_at_whitehouse.dk)
Mon, 29 Jun 1998 14:56:23 +0100
I've been following this thread from the beginning and
also contributed with a small piece myself and now I think
it's time to discuss the somewhat confused use of concepts
in relation to this debate.
Why do Marlena Schwarz of DDB Needham (who should
certainly know better) insist on setting "big
awareness=branding" or "banner ads=web ads" or "web
ads=non-emotional ads" when these equations only hold for
a fraction of what's actually being displayed on the web
today?
These kinds of oversimplifying constraints can only narrow
our perspective and underplay the rather complex range of
decision variables when it comes to web marketing in
general.
Firstly, Marlena, you cannot in a methodological correct
way try to make a comparative study of the web vs. old
media. It would mean making a lot of invalid preconditions
- too many in my view.
Secondly, branding isn't about optimizing the number of
exposures - it's about creating value propositions. These
propositions can be communicated with as much emotional
weight on the web as on tv. Because the web allows for a
greater degree of interactivity and depends on voluntary
engagement, the audience is also likely to be more
involved when converting from visitor to consumer.
When executing a web campaign with strong branding
objectives, one should remember to build a brand universe
in the sites applied, which is creating added value
through interactive features while still being consistent
with the overall brand character - not to be confused with
the creative style - communicated in other media. It isn't
enough just translating the copy and visuals utilized in
print/tv to a digital format. Unfortunately, this happens
all the time - partly because of the beliefs expressed by
Marlena Schwarz and others.
Sincerely
Kim Andersen
Project Manager
WhiteHouse Advertising & Interactive
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