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> The online industry created that "click-through" yardstick
> and now uses it to beat itself up. Some of the messages in
> this thread have linked successful advertising with click-
> throughs. There isn't even a real good argument to explain
> why "banner" ads *have* to be linked to anything.

[sNiP]

> The banner on *that* page, however, told me that GTE 
> "invented" secure networking.... Didn't have to click
> anything to get that message.)
> 
> If immediate response is the measure of success, then we'd 
> have to consider most print and broadcast advertising 
> worthless, along with almost all outdoor advertising.

Your comment about using the click-through yardstick to beat one's
self up has much merit, I think. When web advertising started,
everyone bounded into advertiser's offices all a-titter about the
"interactivity" of the web. So they sold "click-through." 

"Click-through, my friend. You can't do that in a magazine!"

Now, we find that click-through may not be all it's cracked up to be.
We find that ads like GTE's work just as well. Certainly, this GTE ad
is nothing new or groundbreaking technologically. Heck! For all
intents, it's a freakin' small print ad. It sits there, delivers the
message, and that's all. The page is turned. Messages received. I,
consumer, shall attend to it later.

But now the advertisers are all a-titter themselves about
click-through. So when good ole salesb0t comes back and tries to sell
the advertiser on brand promotion, they're fighting against their
earlier sales pitches.

"But I thought click-through was king."
"Uh, well. It is, but it's not necessary anymore. But it's better this
way! Honest!"
"But I want to KNOW people are seeing it. You said I'd know! YOU SAID!
*sob*"

So, perhaps you'll see more than a few people holding on to the
click-through bandwagon, holding on for dear life. 

Cheers,
==
Mike...

Writermike@yahoo.com
Mike Whalen. Dude. Ya dig?

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