RE: UKNM: the absurd economics of the net

[Patrick Irwin]

In response to a couple of things said recently on the subject and I tend to

agree with Ray Taylor and the scribe at T&N Advtg.


How much money is wasted on TV year on year, in press, in DM, on Outdoor

simply as a result of poor creative execution. What results is the medium

(apart from perhaps TV) is damned for a considerable period of time, or

until a new creative and media team come along who really understand the

client brief and execute the spend accordingly. 


Banners don't suck, interesting thought though that is, but they are right

for some brands who want to experiment with adding an online element to

their media mix. Remember there has to be a proposition to the target that

is in some way identifying with a perceived or actual need they possess to

get a response if that is the objective, and furthermore integrate the

message with all other communications. Remember,  in exceedingly simple

terms,  marketers don't give a toss where you saw or heard the message just

so long  as you take it in. Most major brand recall will be attributed to TV

anyway.


Integrating or associating brands within content rich destination sites such

as, dare I say those recently launched by ourselves, (unashamed

self-promotion is acknowledged.....) should be the route that other brands

take if all they want to offer their target is an online brand experience.

Implicit in this should be an understanding that not all brands need to

build a web site. To take an obvious analogy, it is the reason that so many

brands get involved in sponsorship. They wish to gain by an integral

association with a particular interest that their target has. We're not

overtly telling you our brand is XY or Z but we want to be an integral,

unavoidable part of your interest area and we'll develop a relationship with

you based upon a shared and emotive interest.


I don't apologise in stating things in quite simple terms but none of us

will push this medium forward, and hence make a bit of cash along the way if

we regard ourselves as some sacred medium with a divine right to budgets.

Let us drop the hype and put together realistic propositions which add real

and lasting value to clients' mix and which help build brands. We have an

immense opportunity carpe diem.


Patrick Irwin

Carlton Online

Views expressed are mine and mine alone and probably result from a bad

experience in a former life...

T: 0171 663 3667

F: 0171 663 3664

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pirwincarltononline [dot] com

>

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	-----Original Message-----

	From:	Talbot & Nagel Advertising

[SMTP:

postytan-advertising [dot] demon [dot] nl

]

	Sent:	04 February 1999 20:45

	To:

uk-netmarketingchinwag [dot] com

	Subject:	Re: UKNM: the absurd economics of the net


	Once again it seems the medium is being blamed for the message. Is

anyone

	really surprised kids don't click on banners?! 

	12-16 year olds are just like anyone else, they read (click) on what

they

	find interesting. If "banners just suck", the quality of thinking

that goes

	into writing/designing them is simply Dysonesque (sorry, could't

resist).


	On another note, I have a client interested in sponsoring a chat

site for a

	specific industry. Are there any case studies/examples on the web?

	----------

	> Van: Steve Johnston/IMRG <

steveimrg [dot] org

>

	> Aan:

uk-netmarketingchinwag [dot] com

	> Onderwerp: Re: UKNM: the absurd economics of the net

	> Datum: donderdag 4 februari 1999 13:27

	> 

	> <snip>

	> >How the Hell do you ensure that the banners are read?

	> 

	> >Which brings me back to my favourite rant. BANNERS JUST SUCK.

	> 

	> The results of an online survey of 12-16 year olds we have been

running 

	> since the 19th Jansupport your contention entirely. Answer 11, 78%

do not


	> click on banners):

	> http://www.imrg.org/survey/answers/youth.htm

	> 

	> As I suspect there are very few 12-16 year olds on this list, so

can I 

	> request you do not fill in a response. But for those interested,

the 

	> question page is here:

	> http://www.imrg.org/survey/answers/youth.htm

	> 

	> <snip>

	> >Advertising - Get Over It.

	> 

	> I've tried such heresy on this audience before, they don't like

it. Or 

	> rather they ignore it.

	> 

	> Steve Johnston

	> Director of Development

	> The IMRG

	> www.imrg.org

	> 07000 46 46 74


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