cni-modernization: Re: Ads, free market, nets
Re: Ads, free market, nets
Mike Ellsworth (mellswor@firewall.nielsen.com)
Fri, 12 Nov 93 11:00 CST
Message-Id: <m0oy1r3-0001xdC@firewall.nielsen.com>
Date: Fri, 12 Nov 93 11:00 CST
From: mellswor@firewall.nielsen.com (Mike Ellsworth)
To: cni-modernization@cni.org
Subject: Re: Ads, free market, nets
Cliff Figallo wrote:
>So, do advertisers want to engage in a escalating technological war to
get their ads in peoples faces or are they going to examine other
strategies that would depend on people wanting to see their information
or commercial? <
You'd think the answer to this would be no, but I have a feeling that the
practice will decend to the lowest common denominator. Since some will do
it, others will not be able to afford not to.
> Let's try and change the overall philosophy and approach of advertising
so it isn't so much an insult to our intelligence. <
Great idea. Currently what drives advertising is number of impressions.
Advertisers may talk about the creative (as they call it) but everyone
knows that, no matter what the message, if you get it out there in
people's faces x number of times, it will work. The old saw is, "We know
advertising works, we just don't know how."
Changing the paradigm will be extremely difficult as long as the current
paradigm works, and works as well as it does. The fact that advertising
is likely to be less costly via electronic mail will just reinforce the
current way of doing things.
Mike Ellsworth
mellswor@firewall.nielsen.com
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