Re: UKNM: Brand-building banners

[Ray Taylor]

Mike Zeederberg <

mzeederbergfcb [dot] com

> said:


> The problem is reach : If you're targeting a local market, running a big

budget

> TV commercial on 4 channels at prime time will ensure that you reach about

> 95% of your target market.


No it won't!


> (And you know the ad will work on half of them, you're

> just not sure which half!)


No you don't!


> With the web, because there is such a diversity and

> fragmentation of the market, to get that sort of reach is very difficult.


No it isn't!


> And if your ad is a brand building exercise (like the frogs and flat

eric), you've

> got much better frequency and reach in mass media.


No you haven't!


> Even if you've got a high penetration of the internet into a market, (and

it's only

> just breaking the 50% mark), it's hard to compete with the ease of

reaching a

> huge market for relatively low execution costs in terms of serving it.

That's why

> the big money still goes to mass media....


What absolute tosh! The reason big money goes to existing mass media, as

opposed to the new mass media, is the people who make big money decisions

have been doing old mass media for so long they are unable to imagine

anything being bigger, better, brighter, more pulsating, stiffer (ooops, an

adjective too far!) than TV.


WAKEY! WAKEY!


ARE YOU TV AGENCY TYPES TAKING ANY NOTICE YET!


No? Good. In 2001 you will bleed!



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