NONE: Re: ONLINE-ADS>> P&G/branding
Re: ONLINE-ADS>> P&G/branding
John Kane (JOHN_KANE_at_us.yr.com)
Tue, 8 Sep 1998 19:29:28 -0500 (CDT)
Given the discussion on the definition of branding and how
to measure it, I thought some of you might be interested in
Y&R's BrandAsset Valuator study. It's one of the largest
studies of its kind: 90M consumers, 13M brands, 30
countries. See the Y&R website at:
http://www.yr.com/bav/
Marlena Schwarz from DDB made the reasonable comment earlier
in this thread that websites are better brand building tools
than banners. I agree that in general websites currently
offer the potential for deep communication and 10K ani-GIF
banners do not. However, I also believe that powerful
(rich) on-line ads are inevitable, and will be critical to
on-line branding of low interest category brands. Since
these brands are by definition low interest, it is
unreasonable to expect consumers will seek out information
on them; therefore stand-alone websites may not be cost
effective communication tools for low interest brands.
On-line ads, on the other hand, borrow the interest of the
sponsored content to put a brand's message in the path of
the consumer. Various levels of messaging are possible.
With rich media, where does the ad end and a "website"
begin? It's really semantics and not that important.
The point being, on-line *ads* can and will be effective
branding tools, even if most *10K banners* today aren't up
to the task due to technical limitations.
jk
----------------
John Kane
VP, Associate Director
Brand Dialogue San Francisco
e: john_kane_at_us.yr.com
p: 415-764-1309
f: 415-896-0533
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