RE: ONLINE-ADS>> Article: Offline Advertising in an Online World

Marlena Schwarz (Marlena.Schwarz_at_ny.ddbn.com)
Tue, 15 Sep 1998 21:17:14 -0500 (CDT)

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Jeff Schaeffler <schaeffler_at_columbus-group.com> wrote:

>Here is a simply equation to quash how traditional
>advertising is more effective in driving traffic to a
>website over online ads; provide your clients statistics
>that show the cost per visitor to a clients website from a
>newspaper ad, tv commercial, billboard, and a banner ad.
>This cannot be done and therefore the argument does not
>exist.

I almost didn't respond this post because I'm reluctant to
bring it up all over again, but....

When radio and in-store collateral bring so much more
traffic to a site than banners it offsets the higher cost of
placing the media.

I have proof. This really happened in an integrated
campaign my company did for Mobil Oil.

Marlena Schwarz
DDB Needham Interactive

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