Re: Advertising Trends

From: Michael D'Aust Garcia <ELbiderCNI_at_aol.com>
Date: Tue, 10 Aug 1999 16:07:54 -0500 (CDT)

MATTHEW DA SILVA WROTE:
>Branding, as such, is counter to the interests of the consumer.

I wholeheartedly disagree with this statement Matthew.
While brand-name products are often overpriced and may not
give the extra value that one might assume from the price
differential, brands build credibility for the product and
the company behind the product. A brand name tells you that
the company is making a promise of consistent quality,
something that we often take for granted but which we can
be reminded of quickly when something we pay money for is
less than what we expected (especially when purchased
online).

MATTHEW DA SILVA ALSO STATED:
>Opinion about online commerce is strongly favors a view that
>broader use of the Internet will lead to lower margins for
>goods and services. That must mean reducing the power of
>brands. In any case, banners do not help branding...
>Banners can be idiotic.

I admit that banners can be idiotic, but so are a lot of ads
in the non-cybernetic world -- but this has nothing to do
with the lessening of brands. I would argue the opposite
is more likely; when your options are opened and
competition increases then brand become an even more
important determinant factor in purchase decisions.

MATTHEW DA SILVA CONTINUED:
>The problem with banners is that targeting is problematic.

This can be the case in any advertising scenario, not just
online. Brand means nothing when it is presented out of
context. But in context, I would argue that brand can be
everything -- banner placement is an entirely different
issue.

Regards,
Mike

Michael D'Aust Garcia
Senior Project Director
V2, Inc.
Blue Bell, PA 10422
phone: 215-283-3200 ext. 304
e-mail: elbidernci_at_aol.com
Thoughts are my own.

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Received on Tue Aug 10 1999 - 16:45:17 CDT