Comments on: In The Time Of Recession, Is Branding Really Enough? http://www.adotas.com/2008/08/in-the-time-of-recession-is-branding-really-enough/ Where Interactive Advertising Begins Fri, 10 Feb 2012 17:07:34 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Hunter Gatherer http://www.adotas.com/2008/08/in-the-time-of-recession-is-branding-really-enough/#comment-623304 Hunter Gatherer Thu, 02 Oct 2008 17:51:58 +0000 http://www.adotas.com/2008/08/in-the-time-of-recession-is-branding-really-enough/#comment-623304 I suggest you go back and read Ogilvy if you have any questions about the relationship of branding and direct response. David Ogilvy, the most renowned of all the classics pays total homage to the direct response advertisers of his day. If you're an advertiser, a media is only worth what it's worth... not what the publisher thinks it's worth. If it doesn't sell in the placement at the cost of the venue, place your bets elsewhere. Measure it and don't just make it pretty and guess. I suggest you go back and read Ogilvy if you have any questions about the relationship of branding and direct response.

David Ogilvy, the most renowned of all the classics pays total homage to the direct response advertisers of his day. If you’re an advertiser, a media is only worth what it’s worth… not what the publisher thinks it’s worth. If it doesn’t sell in the placement at the cost of the venue, place your bets elsewhere. Measure it and don’t just make it pretty and guess.

]]> By: The Critical Advertiser http://www.adotas.com/2008/08/in-the-time-of-recession-is-branding-really-enough/#comment-557203 The Critical Advertiser Tue, 12 Aug 2008 04:04:31 +0000 http://www.adotas.com/2008/08/in-the-time-of-recession-is-branding-really-enough/#comment-557203 There are models like attention-for-content that guarantee interaction and direct response. Wi-Fi, The Economist and Virgin Mobile Sugar Mama use it. Branding is guaranteed. The Critical Advertiser There are models like attention-for-content that guarantee interaction and direct response. Wi-Fi, The Economist and Virgin Mobile Sugar Mama use it. Branding is guaranteed.

The Critical Advertiser

]]> By: Chris Roberts http://www.adotas.com/2008/08/in-the-time-of-recession-is-branding-really-enough/#comment-556946 Chris Roberts Mon, 11 Aug 2008 19:54:12 +0000 http://www.adotas.com/2008/08/in-the-time-of-recession-is-branding-really-enough/#comment-556946 Cost per action deals tend to be too one sided. It's as if the advertiser wants the publisher/web site to do their work for them by closing the sale. And often the goals are unrealistic (i.e. buy this $100 purchase during the user's web session linking from your e-mail; btw if they are in our system, you get no credit for the sale) and they don't want to pay for branding or recognition. It turns out every marketer deep down does value name recognition and aspires to become a household name, right now they just don't want to pay for it. What has worked for us have been blended CPM, Cost Per Lead and some cost per action deals. This way there is accountability, it's a middle ground solution and the value a of a magazine's or Web site's audience isn't reduced to nothing. Cost per action deals tend to be too one sided. It’s as if the advertiser wants the publisher/web site to do their work for them by closing the sale. And often the goals are unrealistic (i.e. buy this $100 purchase during the user’s web session linking from your e-mail; btw if they are in our system, you get no credit for the sale) and they don’t want to pay for branding or recognition. It turns out every marketer deep down does value name recognition and aspires to become a household name, right now they just don’t want to pay for it. What has worked for us have been blended CPM, Cost Per Lead and some cost per action deals. This way there is accountability, it’s a middle ground solution and the value a of a magazine’s or Web site’s audience isn’t reduced to nothing.

]]>