How Ads Affect Our Memory

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• Finally, someone applies logic to Internet analytics Yellowwoods on 08/25/2007 at 2:33 PM

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  Over the last 35 years, I've owned ad agencies and magazines (both print and online). The argument that an advertising campaign's effectiveness in an online magazine can mainly be measured by click-throughs has always struck me as specious logic. Bravo to you, Professor Chan Yun Yoo! You have put research and hard data behind what many of us knew to be true all along: the power of the medium cannot be measured only by the direct responses it generates for a client. As David Ogilvy once said: "Every communications from a client to a potential customer is an investment in the BRAND." At any one time, the readers of a magazine will be situated somewhere along the continuum of The Hierarchy of Effects. For certain some of them will be ready to click the online ad and buy the client's product or service. Many more, however, will be at another stage in the learning/buying cycle. For them to merely view the ad and take in whatever impression they are able to absorb in that moment—possibly to move closer towards a buying decision--is what the entire marketing business is all about. Those awareness-building impressions are ultimately as critical and valuable to the client as any others. Without an increasingly large base of awareness and predisposition towards a client’s brand—well, adios. Relying on the click-through model as the primary measure of a campaign's impact shows little understanding of how buying decisions are truly made and it diminishes the online magazine's editorial environment as a powerful enhancer to the advertiser's message and product/service offerings. Rate this comment: (Reply)

• Good old discussion alexhar on 09/05/2007 at 1:34 AM

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  This merely reiterates the age old discussion between brand and direct marketing advertising. Such reiteration is timely. The internet was initially viewed as an e-commerce, sales channel...hence DM type metrics is of key importance. Increasingly we are, especially with the growth of the socialized media beginning to recognise the brand impact that web marketing can create. The traditional set of metrics for branding...awareness, recognition, recall becomes more relevant. Traditionally these measures are obtained through periodic marketing research in which an additional process and cost is involved.   The challenge for web marketers is to develop methods of measuring these on the flow. Like marketing research of any kind, this will require some form of response from the target audience though not necessarily in direct response to a particular comuunication. A greater challenge lies in trying to integrate  the two sets of measures, Branding and Direct Marketing.  At Systems Strategists, we have been experimenting with dynamic simulation models for usch purposes and would like to share our thoughts on this with other interested parties. Do contact through our website at http://one1.com.sg       Rate this comment: (Reply)

• 	Definitions johnrosen2 on 10/11/2007 at 10:24 PM
  Posts: 1 Avg Rating:	I hate to sound pedantic, but, as a former marketing director for Webster's New World Dictionary, I feel obligated to point out that the previous commenter simply illustrated why the two disciplines are referred to as "online ADVERTISING" and "Direct MARKETING." Rate this comment: (Reply)