AM: a web advertising laugh
The following comments on consumer web advertising is worth a chuckle
and comes from the Internet.com's Internet Advertising Report, a weekly
list and a courtesy of Mecklermedia's Internet.com
>The Enigma of Web Advertising
>Some interesting observations on banner advertising from Lawrence
>Peryer Jr., director of business development at CD Universe, in a
>piece on Clickz:
>"The ads with the best click thru always yield the worse sales
>totals, and of course the ads that perform least on click yield
>excellent sales numbers. Pass the Tums . . ."
>"Any time I use my company logo, click thru is virtually non-
>existent. I brand with my tag line: The Most Music, The Best
>Prices. It appears on all of our creative as well as any page on
>our site a banner links to."
>Peryer says that although he has spent countless hours and
>hundreds of thousands of dollars doing banner campaigns, Internet
>advertising remains an enigma. He offers this wisdom:
>"So here's a typical conversation with my design team:
>"Me: Okay, we need some new banners this week. Our objectives are
>the same: many qualified leads to insure a high sales rate. Make
>'em bright, crisp, engaging, but slightly low-key and tasteful.
>Use bright colours and dull ones, too. Animate, but not too much.
>Keep file size low, but get the message across.
>"Design team: We quit."
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