RE: UKNM: online ad tolerance collapsing

[Phil Gyford]

At 18:41 09/11/98 +0000, Ross wrote:

>Final random thought - on average we receive 2-3,000 commercial messages a

>day from all media (and if you are online, add another 100 to that for a

>couple of hours surfing). How many commercial messages do we actually act

>upon?  1 or 2 a week? And is acting upon a commercial message offline the

>equivalent of a clickthrough online?  And does this mean that lower

>clickthroughs actually provides better quality leads/sales?  


Small thought... In theory don't we act on these commercial messages almost

every time we buy something, go to the cinema, etc? While we can get

definite figures (clickthroughs) for online ads, are we ignoring the harder

to determine impact of advertising which is all people have to go on in the

offline world? I guess effective sponsorship and promotion has more effect

in this area than banner ads do, but I'll stop here for I'm getting rather

out of my depth.


Phil Gyford

w:0171.766.6491 / h:0171.622.9058 / m:0850.958.299


http://www.gyford.com /

philgyford [dot] com

 / icq:3794783

Deputy Editor, Capital Interactive / http://capitalinteractive.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