All in a Day's Workout for Schwab's Picabo Street Ad
It appears that Frank Lopresti hasn't been to a gym in a while [Letters, Jan. 24]. Last time I checked, the women weren't working out in A-line skirts or modest
Laura Ashley jumpers. God bless the healthy chest at the right edge of the screen and all the sensible people who put her there.
The Hughes Group, St. Louis
Not a Banner Year
For Interactive Shops
Why the puzzlement over why click-through rates are falling [Art & Commerce, Jan. 10]?
Just look at the banners. Where
are the ideas?
Are online advertisers unaware that their target audience also views TV, print and direct mail? Ads in these media attempt to utilize
engaging ideas to captivate and entice the prospect. Why would
anyone expect these same
consumers to respond to the vacuous nature of most online advertising?
But more than response suffers when ideas are absent. The column's author, Peter Adams, proposes a measurement system that takes into account impressions, rather than click-through rates. Fine. But while that may make the numbers appear better, the results will be just as dismal. Because ideas are also the heart and soul of any branding effort.
The irony is that the Internet is the ideal venue for the convergence of direct response and branding. In no other medium can a response mechanism be so easily embedded in a brand message. Conversely, a parcel of brand equity can be seamlessly incorporated into response-generating communications.
Interactive agencies have long placed a greater emphasis on technical prowess than conceptual capabilities. Today's click-through rates say those days are over. A tremendous opportunity exists for interactive shops that are courageous enough to combine advertising ideas with technical
mastery. For those who don't? Well, they can always suggest to their clients a more favorable type of
measurement standard. I guess.
Vice president, creative director
Hakuhodo Advertising, New York
For the Record: A news story [Adweek, Feb. 7] said The New York Times listed the LastMinuteTravel spot as running during the Super Bowl. Actually, the newspaper said it would run immediately after the game In a Super Bowl chart [Creative, Feb. 7], the agency for WebMD should have read Ogilvy & Mather, New York.