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

Marlena Schwarz (marlena.schwarz_at_pop.ny.ddbn.com)
Mon, 29 Jun 1998 22:31:20 -0400

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Mark Montgomery: "Re: ONLINE-ADS>> Mass Medium? Targeting?"
• Archive Home Page
• Search
• Previous message: R. Bradley Byrd: "Re: ONLINE-ADS>> Mass Medium? Targeting?"
• Maybe in reply to: Keith Pieper: "ONLINE-ADS>> Mass Medium? Targeting?"
• Next in thread: Mark Montgomery: "Re: ONLINE-ADS>> Mass Medium? Targeting?"

Kim Andersen wrote (and for some reason stated my full name repeatedly):

> 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?

OK, show me Web advertising that moves me like TV can, on a 28.8 dial-up
connection, and oh by the way let's use the medium for more than just
impressions since I have a transaction site I want everyone to visit. And,
I never ever said "big awareness=branding". I said big awareness is not
*best* done on the Web as of this point in history.

> 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.

Well, then your clients must only ask you for Web-based advertising because
in the real world Web advertising gets compared to "old media" constantly
whether you like it or not -- my clients have campaigns that use a variety
of media and the different media are evaluated side by side.

> Secondly, branding isn't about optimizing the number of
> exposures - it's about creating value propositions.

Agreed.

> 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.

I agree that Interactivity=involvement, but not re:the emotional part,
already discussed.

> 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.
>

Um, when did I imply I'm "translating copy and visuals into digital
format"? I don't disagree with your statement at all, and you obviously
haven't seen the work we do. I simply happen to think that there is
strength in using "traditional" media WITH the Web, utilizing what each
medium is best at for an extraordinarily powerful campaign. That doesn't
mean I don't know how to translate a brand from "offline" to "online"
properly and effectively.

Marlena

--
________________________
Marlena Schwarz
D D B  N e e d h a m
Interactive Communications
212-415-2340


========================================================================
------------------------------------------------------------------------
       This week's Online Advertising Discussion List sponsors:
		  ICONOCAST, Marketwave and 2CAN Media

            "I consistently find ICONOCAST very useful."
  Kent Valandra, Executive VP New Media, Western International Media
            To subscribe, visit http://www.iconocast.com

				---

 Which banner sent more QUALIFIED traffic? The one on Yahoo or Excite?
      Hit List can tell you.      Click here to find out how.
   http://www.marketwave.com/default.htm?AdName=OA3&AdSource=OA

				---

    Eisenberg Communications Group, WebRep and IMGIS Co-founder
           Ryan Steelberg Partner to Form 2CAN Media, Inc.
          Details:  http://www.2canmedia.com/mergernews.htm

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

• Next message: Mark Montgomery: "Re: ONLINE-ADS>> Mass Medium? Targeting?"
• Archive Home Page
• Search
• Previous message: R. Bradley Byrd: "Re: ONLINE-ADS>> Mass Medium? Targeting?"
• Maybe in reply to: Keith Pieper: "ONLINE-ADS>> Mass Medium? Targeting?"
• Next in thread: Mark Montgomery: "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.