This guy clearly doesn't get that there are 2 primary purposes of advertising: Brand management and direct response.
Web advertising is primarily about direct response. i.e. getting people to take a specific action after seeing an ad. This can mean signing up, downloading something, or buying something.
Web advertising has been phenomenally successful at direct response, and is not meant in its current form for brand building. There are other 'non-advertising' ways to do so on the web. E.g. by using Facebook, Twitter, blogs etc. And using those tools there have been many successful brands built such as Zappos etc.
I know you're busy living your zen life, but would love to hear your thoughts on this :-)
I agree with your "2 primary purposes of advertising", Ritesh. And agree that web ads are good for direct response.
The key to understanding the post is that it is from an "Ad Contrarian", so he's probably more like John Wannamaker who stated that he knows that half of his advertising is a waste of money, he just didn't know which half.
Michael,
ReplyDeleteThis guy clearly doesn't get that there are 2 primary purposes of advertising: Brand management and direct response.
Web advertising is primarily about direct response. i.e. getting people to take a specific action after seeing an ad. This can mean signing up, downloading something, or buying something.
Web advertising has been phenomenally successful at direct response, and is not meant in its current form for brand building. There are other 'non-advertising' ways to do so on the web. E.g. by using Facebook, Twitter, blogs etc. And using those tools there have been many successful brands built such as Zappos etc.
I know you're busy living your zen life, but would love to hear your thoughts on this :-)
I agree with your "2 primary purposes of advertising", Ritesh. And agree that web ads are good for direct response.
ReplyDeleteThe key to understanding the post is that it is from an "Ad Contrarian", so he's probably more like John Wannamaker who stated that he knows that half of his advertising is a waste of money, he just didn't know which half.
;o)
Michael