RE: UKNM: Investing in banner creative

[Robin Edwards]

On Tuesday, February 23, 1999 1:00 PM, Tomski [SMTP:

tomtomski [dot] com

] wrote:

> Anyone got any simple tactics / anecdotes to help persuade a client's

> marketing department that investing in good external banner creative &

> production is money well spent, even for a *tiny* campaign?


I personally don't think _effective_ banner creative needs to cost the earth, 

certainly in the low hundreds rather than thousands of pounds. Beautiful 

creative, the kind of which would win design awards, undoubtedly costs 

considerably more. Beautiful and effective combined is the holy grail, but as 

you have seen few people want to spend large sums of money on such banners.


It is worth having a look at effectiveness guides, such as those on DoubleClick 

(http://www.doubleclick.com) which have statistics in them relating to the 

effect of various aspects of banner creative - obviously arguable, but useful 

in selling the idea nonetheless.


Robin

--

Robin Edwards

Clockworx Design Limited

T: +44 1543 252370           F: +44 1543 420761

E:

robinclockworx [dot] co [dot] uk

     W: http://www.clockworx.co.uk/ 

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