NONE: Re: ONLINE-ADS>> Offline Advertising in an Online World
Re: ONLINE-ADS>> Offline Advertising in an Online World
Frank Catalano (catalano_at_catalanoconsulting.com)
Mon, 14 Sep 1998 10:16:11 -0500 (CDT)
Jeff Schaeffler <schaeffler_at_columbus-group.com> 9/10/98 4:09 AM wrote:
>Why spend your advertising dollars on traditional mediums
>when only a certain percentage who see the ad can go
>directly online to view the site promoted.
The difference is "marketing" versus "advertising."
By running ads only online, you only reach people who are
already online on those specific sites in which you place
the ads. You don't reach people who a) may be interested in
your product or service and don't visit the sites you place
ads on, b) may be infrequent or new online users, c) may be
either frequent or infrequent online users but who hadn't
thought to look for your site.
Also, by strictly doing banner advertising to promote a site
or online service, you completely miss the not-insignificant
(my estimation) number of people who routinely tune out
banner ads, but who may pay attention to other advertising
and marketing media.
Sure, bean counters and number-oriented market reseach wonks
may love strict online campaigns, because you can quantify
impressions and results (with varying amounts of accuracy,
as anyone who's done it for a while will attest). But
online-only campaigns completely shut out those online who
don't pay attention to banner ads, and those offline who may
not spend significant amounts of time online.
Frank
Frank Catalano
Computer industry analyst and strategist
Co-author, MARKETING ONLINE FOR DUMMIES, IDG Books
http://www.catalanoconsulting.com
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