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Internet Advertising - Part II
-- by Lisa
Ann Schreier
Where were we before we were so rudely interrupted by the vicious flu bug? Oh yes, the
downside to Internet advertising. Warning--- this will be a very short column, but one that contains a great
deal of information, so pay attention.
Internet advertising is many things--- the wave of the future, a very cost-effective method
of reaching a very selected market, even a very cost-effective way of reaching a very wide market. So, does this
mean you should jump on the bandwagon? Yes and no.
Internet advertising, more so than any other form of advertising, demands quality and restraint.
The bottom line about Internet advertising and why I warn people about it is that it has
to be done correctly. You cannot just put an ad on some Internet site and expect responses. First of all, you must
know who is going to see your ad and in what context.
You must also have a quality ad or a quality site. Internet advertising is the least forgiving
form of advertising there is. You simply must be good at what you are saying and your ad must be interesting to
look at. Remember all those other mediums we discussed? A brightly colored envelope MAY get people to open your
direct mail piece. Humor MAY entice people to watch your television commercial. A good voice over MAY twist someone's
arm to listen slightly longer to your radio commercial. One strong word MAY attract people to your billboard. Internet
advertising simply does not tolerate mediocrity.
Internet advertising demands originality, information and good placement over and above the offer, the cost,
etc.
Because of this, I do not recommend Internet advertising for everyone. This is a medium that
demands quality. Of course, there are tons of ads and sites that do not provide quality and interest. You mustn't
get lost in the myriad of garbage out there. You need to ask yourself "is what I have to say interesting enough
and can it be done with enough originality and placed with enough science (yes, it is a science) to warrant being
out there?"
For some of you, the answer will be yes. For all of you, it is something you should aspire
to. Quite simply, if you do not have an Internet advertising presence now, you had better get with the program.
The world is moving at a very fast rate. You need to get with this program quickly. But invest the time and the
thought into doing it correctly.
For more information on advertising on the Internet, contact me at GRQ1@aol.com.
Next time…a strategy to get you started.
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| Lisa Ann Schreier
is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising,
marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising
agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney
World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where
she is known for her consumer insights and "back to basics" style of business. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
