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>Television, print and outdoor advertising seem to survive without (in
>most cases) an exact equivalent to the "click-through".
>
>If I run into a nifty Nike "banner" on the Web, what difference does
>it make whether I go to the company's Website? The important thing is
>that, next time I'm buying shoes, I try on, and then buy, a pair of
>Nikes.

A few points:

1. The lack of accountability in other media has been considered a
shortcoming. To say that therefore we don't have to account for the
effectiveness of online media won't impress marketing people. They don't
want more of the same. They want something better than what they already
have.

2. Many experiments have been run to test the effectiveness of advertising
in other media, so marketing people do have some research to draw upon when
designing ads. The equivalent amount of research has not been done with
online advertising. I'd say that at a minimum there has been 30 years of
television advertising tests. There's a lot of literature out there on how
to create effective print, television, radio, billboard, and direct mail
ads. Very little have been developed concerning online advertising. (In
fact, Procter & Gamble is holding a big online advertising conference as we
speak to start pinning down what works and what doesn't work online.)

3. You won't impress marketing people by arguing that since image
advertising works in other media, they should assume it works with online
banner advertising. It is quite likely that consumers will not perceive
online advertising in the same way that they perceive print or television
advertising. The point I have been arguing all along is that banner
advertising at the top of a webpage does not grab attention in the same way
that a successful television or print ad does. The way people scan computer
screens tends to be different than how they read print publications and how
they watch television.

4. The trend in all forms of marketing communication is accountability.
Even if marketers were satisfied not knowing if advertising worked in the
past, they want to know now. Standards are much higher all across the board.

Suzanne

_____________________________________
Suzanne Lainson
SportsTrust
Marketing: Integrated/Sports and Event/Online
P.O. Box 2071     Boulder, CO 80306
303 473-9884
slainson@sportstrust.com
_____________________________________
For a free subscription to SPORTS NEWS YOU CAN USE, send me an email.
For a free subscription to THE CREATIVE ATHLETE, send me an email.
http://www.sportstrust.com/sportstrust



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