RE: UKNM: Lots of promotional quotes needed

[Ian Williams]

Let me clarify.  As I understand it (I am a PR person not the media

buyer) the ads were produced and the campaign bought in such a way as to

deliver the lowest cost per response.  They were designed as "direct

response TV ads".  Of course the production values and content reflected

the brand, but the successes of the ads was/is being judged on the cost

per response. 



Ian


-----Original Message-----

From: Justine Koder [

jkoderignitionmg [dot] com (mailto:jkoderignitionmg [dot] com)

]

Sent: 25 August 2000 11:49

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Lots of promotional quotes needed



To Ian at Lanson who says

"These ads were aimed at generating response/traffic and not building

brands!"


AAAARRRRGGGGHHH!!! really? why on earth divorce the two?


It's not throwing loads of money at ad production values that is

responsible

for building brands it's an understanding of the brand equities and

having

a strategic vision before the concept is developed.


Why on earth would anyone ever do any activity that didn't work towards

building the brand.


Synergy my son, synergy


grumble, grumble, moan, moan


Justine



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