Just Like Certs Mints (Online Advertising)
Are online ads direct-response vehicles? Or, are they branding tools? Depending on the advertiser’s objectives, both are true — but not everyone involved sees it both ways. The research data is mixed, too.
Content: Article | Author: David Hallerman | Source: eMarketer | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Response rates are down all over!
It’s Oct. 27, 1994. In an industrial section of San Francisco freshly baptized “Multimedia Gulch,” year-old magazine start-up Wired is launching its first site, HotWired. Always on the bleeding edge, Wired had sold 14 advertisers on an exciting vision. But in its fervor to sell banners, HotWired promised advertisers clicks. In retrospect, that was a mistake.
Content: Article | Author: Michael Tchong | Source: ICONOCAST | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Laughing All the Way to the Bank?
Trials and Tribulations of Humor in Advertising.
Content: Article | Author: Debbie MacInnis | Source: MarketingProfs | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Meeting the Needs of Traditional Advertisers
“According to a recently published study by Morgan Stanley Dean Witter, the Internet currently accounts for only about 1.5 percent of all marketing money spent by advertisers. The top six advertisers spend less than 1 percent of their budgets for online ads, whereas Americans spend approximately 12 percent of their media time online.
The big question is why. Looking for an answer, I hosted “What … [ Read more ]
Content: Article | Author: Jeffrey Graham | Source: ClickZ | Subject: Advertising | Industry: Advertising
Will Online Ads Ever Click?
Internet marketers made lots of big (and, in hindsight, dubious) promises about the power of the Web to give companies a uniquely powerful way to chart the performance of their ads. The folks at Avenue A aren’t ready to give up on those promises — even if lots of other people are.
Content: Article | Author: Paul C. Judge | Source: Fast Company | Subject: Advertising | Industry: Advertising
8 Ways to Make Your Direct Marketing Copy Work Harder
In direct marketing campaigns – Audience is essential … Offer is Everything … Creative is merely Compulsory.
Fine. Nevertheless, Copy is still King. Here’s why: without good copy, your perfectly-targeted audience might never understand that wonderful offer of yours – or, even if they’re suitably impressed, may not summon up the energy to do anything about it.
So whether you’re penning an e-blast yourself, or reviewing … [ Read more ]
Content: Article | Author: Douglas Smith | Source: MarketingProfs | Subjects: Advertising, Marketing / Sales | Industry: Advertising
Advertisers Seek More Bang For Their Web Bucks
Article heading states “Agencies develop sophisticated ways to gauge an ad’s success at brand building, driving sales” but in fact it seems to conclude more that that is the goal than the reality. Along the way, it presents some interesting online ad issues however.
Content: Article | Author: Terry Sweeney | Source: InformationWeek | Subject: Advertising | Industry: Advertising
Getting Old Economy Advertisers to Ante Up Online
Be honest with them: Brand building is different on the Web, where marketers must focus on users’ heads, not their hearts.
Content: Article | Author: Heather Green | Source: BusinessWeek | Subjects: Advertising, Marketing / Sales | Industry: Advertising