Re: UKNM: Advertising is dead...long live advertising!

[Galal siksik]

Hi Everybody,


The Advertising needs creativity and a lot of imagination that's why 

American ad is successful then to be honest, they really are creative 

nation


Galal





On Tue, 17 Feb 1998 18:55:28 +0000 Ross Sleight <

rossseasynet [dot] co [dot] uk

> 

wrote:

> Steve Bowbrick wrote:

> 

> > The authors propose that advertisiing may have been a short-term funding

> > source for web sites but that commerce will now quickly replace it.

What do

> > you think, team? Is the European web ad market dead before its first

decent

> > black tie dinner or are the Americans just getting jumpy?

> 

> 

> I hope not.  I do enjoy dressing up as a penguin.

> 

> Interestingly, Debra Aho Williamson used to write for Ad Age I believe. 

> So I respect her opinion on this specific subject.  However, I think

> she's wrong here and could be accused of scaremongering.

> 

> Why?

> 

> (i)	Multiple revenue streams are strong. Advertising, sponsorship,

> transactions, subscriptions etc can all be used to maximise revenue, but

> they *do not* replace each other.  The cover price of a magazine does

> not negate a subscription (at less cost than buying the magazine each

> day/month for a year).  It doesn't negate advertising or advertorials in

> that magazine.  It doesn't negate promotional offers where the magazine

> takes a cut of the transaction.  So I doubt that online will differ very

> much here. Without multiple revenue streams you can never maximise

> revenue potential.  Without maximising revenue potential you cannot

> provide the best product possible for consumers.  Without providing the

> best product for consumers....I think we all know the circle from here!

> 

> (ii)	"Advertising" works online (<pause>  when I say advertising online

> I don't just mean traditional advertising.  I mean DM, SP etc. Don't

> want to get into that train of thought again! </pause>)  Hate to say it,

> but we've found it does.  And we've run campaigns for 20 plus different

> clients from almost every sector.  Yes it works well in some cases

> better than others.  But we can always prove ROI.  And we can prove ROI

> which is more effective than traditional channels.  Even now in this

> "nascent" medium (or so we all say).  So I don't see advertising going

> away.

> 

> (iii)	Localisation is the key for European advertising.  We are a

> (excuse the rosey tinted specs) broad union of niche communities in

> every country.  We operate on smaller audience reach than the US.  Apart

> from trotting out all the same old arguments that we all know, I think

> local advertisers are more receptive to smaller niche audeinces to

> maximise their investment, which makes the net a highly viable medium

> for certain sectors at the moment.  And this I think holds true for not

> just local (country by country) but local v national as well.

> 

> (iv)	I like the thought of commerce online.  I even buy things online

> myself.  But boy are we a long way off from making commerce work in a

> transactional sense.  And I do believe that there are times where we

> want to influence individuals in a manner where we don't want to sell to

> them - you know, right at the start of the sales process where we

> attempt brand awareness, brand perception shifts, information etc. 

> Sometimes a sale is not the required outcome, and sometimes we as an

> industry are too quick to say that just because the Net can sell things

> (as it can facilitate every point of the sales process), we should use

> the net to sell!  I could leap under a tube train tonight (no - please -

> the shouts of encouragement are too loud!) but just because I can

> doesn't mean I should! 

> 

> (v)	I'd be out of a job if I thought advertising was dead in Europe

> before it started.

> 

> So on with the DJ's and ballgowns and lets dance the light fantastic for

> the next 100 years...

> 

> Ross

> 



Toodle Pip


Sam

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