NONE: Re: ONLINE-ADS>> pop-up survey company/software?
Re: ONLINE-ADS>> pop-up survey company/software?
Corinna Cowles (ccowles_at_stgeorge.com)
Wed, 21 Oct 1998 07:18:46 -0500 (CDT)
ROB FRANKEL WROTE:
>That's a client service issue, not branding.
Rob,
Bingo. You are right on. One problem- you stepped on the
right foot, but the wrong path. Branding ISN't the issue,
as you pointed out. Figuring out how to justify spending the
client's money in an 'untried' medium is the issue.
Justifying TV advertising can be done with an 800#, or
watching profit levels (assuming TV is the only form of
advertising). The seemingly obvious parallel within the
Internet should be clickthroughs, but there's all these
studies (and reps) that are saying the CTR isn't the end-all
in branding. Surveys MIGHT be another way of monitoring the
effect of the branding effort. It's a mess I've got to sort
out.
FYI, my client is the top brand in their category, and does
TV & consumer print advertising. This Internet thing is
seen as experimental, and a year 2000 budget is contingent
on how well I justify the 1999 Internet results. It might
even end up that the campaign will twist and target the
trade instead of consumers. We'll see.
Thanks for your response.
Corinna Cowles
Media Planner/Buyer
The St. George Group
www.stgeorge.com
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