NONE: Re: ONLINE-ADS>> Offline Advertising in an Online World
Re: ONLINE-ADS>> Offline Advertising in an Online World
Bob Serling (bserling_at_cts.com)
Sat, 19 Sep 1998 14:21:34 -0500 (CDT)
Jim Meskauskas wrote::
> Most of traditional media's relation to the effect on a
> client's bottom line has always been correlative. No one
> can argue that. With a few exceptions in DR broadcast or
> print, it is very difficult (and often time prohibitively
> expensive) to demonstrate an absolute causal relationship
> between media and response.
What we're really talking about here is (or should be) a
marketing basic: measurability and accountability of all
advertising efforts. The fact is, ANY media is measurable.
The problem is, most traditional advertising agencies refuse
to build any measuring devices into their advertising. Since
they make substantial sums from media placement commissions,
it's a conflict of interest. If clients really knew how
poorly certain campaigns performed, and agencies were held
accountable, their fees might come into question.
Key codes for each media source, different key names for the
same offer in different ads, and ad-specific URLs are some
of the simple ways to make any media completely measurable.
There's really no excuse for any campaign not being made to
be accountable.
Also, I'm not taking a hard position for or against banner
ads or any type of media. Essentially, I couldn't care less
about CPM, CTR, or many other statistics. The only factor I
care about for my clients is MITB (money in the bank).
Bottom line, how many actual sales did a campaign or media
source produce versus the cost to produce those sales. So
far, through thoroughly measured campaigns, banner ads have
proven to perform very poorly compared to other media. But
if and when that changes, I'll be the first to advise my
clients to crank up the banners.
Bob Serling, President
Stratford Marketing Group, Inc.
Publisher of the free online newsletter Reverse Marketing Hotline
http://www.bobserling.com/subscription/index.html
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