Re: UKNM:Creativity

[Ray Taylor]

Andrew Warner-Education <

andrew [dot] warnerbbc [dot] co [dot] uk

> said


>.....but the most creative

>banner in the world won't work unless it is in the right place, at the right

>time with the right message and is a campaign that is targetted at the sort

>of people who would click on banners in the first place- and if you don't

>have the people/money/skills foir decent creative then even they won't

>click.  ...


That's all true. If you don't have the money for decent creative you

certainly do not have the money to pay for the media placement (the sites to

advertise on). If you do have the money for the media you would be crazy not

to spend a reasonable amount on creative.


But you don't need the people/skills for decent creative, or for that matter

for good targeting, since there are specialist online media agencies who can

help with this sort of thing and, since they specialise, are more likely to

produce the results. Certainly my specialist online media agency will

guarantee good results from both creative and media.


As a general rule of thumb, if your total budget is less than �3,000 you

should spend it all on site promotion (search engine etc - use Sitelynx, Web

Promote, or NMC). If the budget is above �5,000 then spend at least �2,000

on site promotion and use an online media agency to get best value for the

rest. Of the online media budget, I would be inclined to spend a good 20-25%

on the creative. But then I like to see money spent on creative and I

believe it is better to over spend than risk under spend for reasons that

are obvious if you do the arithmetic (as I have demonstrated in previous

postings to this group).


As to other media, certainly get the PR right, and add the URL to all print

advertising and elsewhere when possible. Some web promos work with

broadcast, outdoor, etc., some don't but it doesn't do any harm to get the

URL in any ad.


And whether you want to spend �100 or �1,000,000 on advertising and

promotion, make every �1 count and you won't go far wrong.


Ray Taylor

taylornmcadplan [dot] com

 +44 181 639 0015

NMC/Adplan - Get it right first time www.nmcadplan.com


********************

UKNM is sponsored by Excite UK, visit us at http://www.excite.co.uk.

Email Khalil Ibrahimi

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

 to advertise on Excite.

********************

Change your UKNM subscription use http://www.chinwag.com/uknm.html