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Subject: RE: UKNM: Lots of promotional quotes needed
From: Ian Williams
Date: Fri, 25 Aug 2000 12:37:35 +0100

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.


-----Original Message-----
From: Justine Koder [jkoderatignitionmg [dot] com (mailto:jkoderatignitionmg [dot] com)]
Sent: 25 August 2000 11:49
To: uk-netmarketingatchinwag [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

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

It's not throwing loads of money at ad production values that is
for building brands it's an understanding of the brand equities and
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


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