Re: UKNM: Advertising A Website?

[carlo andrea pattacini]

---Ross Sleight <

rossseasynet [dot] co [dot] uk

> wrote:

>... From

> offline media promotion dedicated to promoting web sites with our

> clients we've seen individual rises averaging 3-5,000 plus visitors to a

> site a day (averaging 4- 15 pages per visitor) so the link is there if

> the offline creative message is 

> 

> (a)	dedicated to selling the online presence

> (b)	Highly targeted to reduce wastage

> 

> Then there is a big measurable link.  Chucking a URL on an offline ad

> will not increase usage (certainly not immediately due to proximity

> issues - I ain't near a computer etc.)- it isn't a direct response media

> tactic - but it will raise a wee bit of awareness and probably a larger

> shift in brand perceptions (old fashioned, recessive etc to more modern,

> with it etc.)


This sounds too good, while it should be almost

obvious: online and offline actions MUST be

coordinated, as there are not two separate companies

with two different communication startegies, one for

the traditional media and one for the new media.


Maybe it is still better to look at the two forms not

as coordinated but as co-generated: I mean that the

two must come from the same source.


This doesn't mean that the same agency must create

the two, but that the traditional ad agency and the

new media one must be briefed at the same time, by

the same people of the commitment company.


I work in Italy (and here is worse by far than UK)

and now, after a long time, I succedeed to obtain

this: few days ago Telecom Italia Net (the ISP of

Telecom Italia) asked us (Media Link) and McCann

Erickson to create their communication.


McCann created a corporate identity for TIN and we

are using it for their cd-rom and their web services;

then McCann ads will bring notice of new media

actions (free trail cd-roms).


carlo andrea pattacini

and65rocketmail [dot] com

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