ROI on $1.3million.

&lt;gert@itst.co.za&gt; ((&lt;gert@itst.co.za&gt;))
Fri, 2 Feb 1996 08:29:23 -0800

bmoore@neonramp.com (Bill Moore) wrote:
&lt;i&gt;&amp;gt;Subject: ROI on $1.3million.&lt;/i&gt;
&lt;i&gt;&amp;gt;&lt;/i&gt;
&lt;i&gt;&amp;gt;&lt;/i&gt;
&lt;i&gt;&amp;gt;Gert.... I suppose one could ask the same question of the folks who paid&lt;/i&gt;
&lt;i&gt;&amp;gt;$1.3 million dollars for a single (that's one) 30 second spot during the&lt;/i&gt;
&lt;i&gt;&amp;gt;NFL Superbowl last weekend.&lt;/i&gt;
&lt;i&gt;&amp;gt;&lt;/i&gt;
&lt;i&gt;&amp;gt;It would be very interesting to see if product sales spiked immediately&lt;/i&gt;
&lt;i&gt;&amp;gt;afterwards as a result of that very sizable investment. And did they spike&lt;/i&gt;
&lt;i&gt;&amp;gt;enough to pay for the investment.&lt;/i&gt;
&lt;i&gt;&amp;gt;&lt;/i&gt;
&lt;i&gt;&amp;gt;On the other hand,which would you prefer to have? A year's exposure to&lt;/i&gt;
&lt;i&gt;&amp;gt;thousands of qualified customers or 30 seconds --- that's less time that it&lt;/i&gt;
&lt;i&gt;&amp;gt;takes you to read this message -- to a hundred million or so... most of&lt;/i&gt;
&lt;i&gt;&amp;gt;whom got up during the commercial and went to the frig for another beer.&lt;/i&gt;
&lt;i&gt;&amp;gt;&lt;/i&gt;

I have a problem with comparing Web marketing/advertising to traditional
advertising.

1. The "traditional" marketing powers that be in today's corporations have
been used to these kinds of advertising for dozens of years. I could see the
marketing VP going to the CEO and saying something like: "I did it, we got
the super bowl slot and it will *only* cost us 1.3 mil". To which the CEO
would say: "Great stuff, congratulations, I knew I could count on you". Now
replace the word super bowl with Web and I leave it up to your imagination
what the CEO's reaction would be.

2. To expose (even the sub-conscious of) a guaranteed 20 million people to
a 30 second corporate message is a good offer. Don't forget that on the Web
I must entice the potential audience to make a very conscious effort to
click, click, click to *my* Web site. They must do it out of their own free
will. With traditional advertising (TV, radio, magazines, news papers) they
have no say in the matter. They *will* be exposed to what I want them to
hear or see. (again, conscious or sub-conscious)
Gert
______________________________________________
Gert Blij (gert@itst.co.za) ITST (Pty) Ltd
22 Sluysken Road, Hout Bay, 7800, South Africa
+27/(0)21/ work &amp;amp; fax: 790 2724 h: 790 3342
&lt;a href="<a href="<a href="http://www.aztec.co.za/itst">http://www.aztec.co.za/itst</a>">http://www.aztec.co.za/itst</a>"&gt;http://www.aztec.co.za/itst&lt;/a&gt;

----
***This week's sponsors***

Web Digest for Marketers $pecials for WDFM'ers &amp;lt;&lt;a href="<a href="<a href="http://wdfm2.com/wdfm/imlist">http://wdfm2.com/wdfm/imlist</a>">http://wdfm2.com/wdfm/imlist</a>"&gt;http://wdfm2.com/wdfm/imlist&lt;/a&gt;&amp;gt;

Decisive makes surveying by e-mail &amp;amp; Internet easy!
&amp;lt;&lt;a href="<a href="<a href="http://www.decisive.com">http://www.decisive.com</a>">http://www.decisive.com</a>"&gt;http://www.decisive.com&lt;/a&gt;&amp;gt;

Messages sorted by: [ date ][ thread ][ subject ][ author ]
Next message: Albert-Lunde@nwu.edu: "Re: FV Demonstrates Fatal Flaw in Software Encryption of Credit Cards"
Previous message: cv@prime.common.net: "Re[2]: Marketing vs. Retail Sales"

Return to top-level of current discussion

Return to Internet Marketing Home Page

Post a message to this group by filling in the form below.