CLINT BALLARD WROTE:
>If campaign A costs $143 per sale and campaign B costs $500
>per sale, what else really matters?
>
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I would argue that sometimes quite a lot else can matter. On
television (in the UK at least) we are seeing considerable
use of BRTV (brand response TV - where branding as well as a
direct sell call to action are part of the message) as
opposed to DRTV (direct response TV). In other words, just
as traditional brand advertisers are starting to realise the
importance of direct relationships with consumers, so direct
advertisers are starting to realise the importance of
branding. Why shoudn't the same be true on the internet?
Jeremy Swinfen Green
Group Digital Media Director
Carat International
2-6 Fulham Broadway, London SW6 1AA
+44 171 550 3206
http://www.carat.com
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Received on Tue Feb 09 1999 - 20:55:19 CST
