Advertising: Accountability in Advertising

Accountability in Advertising

Written by Louis Victor

There has been a lot of talk as of late in regards to repparttar

level of accountability that an advertising agency should have when working with an advertiser on it’s branding and campaign endeavors. Since repparttar 100717

“Merger Mania” of all repparttar 100718

big players in repparttar 100719

advertising industry has been in full swing there have been a lot of accounts in review and accounts jumping from one agency to repparttar 100720

next.

So what are repparttar 100721 advertisers actually looking for, are they looking for new ideas? Perhaps, are they looking to build or rebuild their image? Could be or are they in search of repparttar 100722 agency that steps up to repparttar 100723 plate and says “Hey we’re partners in repparttar 100724 growth of your company and it’s our responsibility to help increase your sales revenue and if we can’t then we shouldn’t get paid”. Simple thought but not 100% realistic because there are a lot of cost associated with developing branding ideas and then launching repparttar 100725 initiative. But there has to be a comfortable medium that would make sense to both repparttar 100726 ad agency and repparttar 100727 advertiser.

Recently at a panel discussion during “Advertising Week” in New York, Stefan Jacoby of Volkswagen made a very strong statement in regards to ad agencies, “The 15% rule is ancient, ad agencies should share accountability with repparttar 100728 advertisers”. Low and behold they are working on consolidating their global billion dollar advertising efforts with just one ad agency, as opposed to five or six. Well if that isn’t an indication of things to come then I don’t know what is. Everyone will have an opinion on this subject, as will I, but it doesn’t change repparttar 100729 fact that when an advertiser brings in an ad agency, they don’t do that just to create a cool commercial and a catchy line, they do it to help increase their sales revenue. So if repparttar 100730 ad agency doesn’t do well, they get fired, but they also get paid their fee.

Understanding Internet Banner Advertising

Written by Henry J. Fasthoff, IV

Banner advertising is an effective way of getting your advertising message seen on repparttar

Internet. Banner ads should not be your only online form of advertising, but they are an essential part of your online advertising mix.

This article assumes that repparttar 100716 reader knows what a banner ad looks like, but do you know how they work, and how you can derive benefit from them? Let’s define a few terms before answering these questions.

1. “Page views” or “page impressions.” These terms are interchangeable and they refer to repparttar 100717 number of times that a page within a website has been displayed on a website.

2. “Banner view.” Like a page view, a banner view is repparttar 100718 number of times that a banner has been displayed on website.

3. “Click through.” A click through is repparttar 100719 number of times a website visitor has “clicked” on a particular banner ad and was transferred to repparttar 100720 website of repparttar 100721 banner advertiser.

4. “CTR.” CTR is repparttar 100722 acronym for “click through rate,” which is repparttar 100723 ratio of repparttar 100724 number of banner view versus repparttar 100725 number of times visitors have “clicked through” to your website. CTR is expressed as a percentage, so a click through rate of 1% means that for every 1,000 banner views, 10 visitors have clicked through to your site.

5. “CPM.” CPM is an acronym for “cost per M,” where “M” is repparttar 100726 ancient Roman numeral for 1,000. Translation: CPM is repparttar 100727 price your business will pay to have its banner advertisement displayed 1,000 times on a website, e.g, repparttar 100728 cost of 1,000 banner views. So, for example, if repparttar 100729 CPM to advertise on a site is $80.00 your business will pay $80.00 for every 1,000 banner views.

6. “ROS.” ROS is repparttar 100730 acronym for “run of site,” which simply means that a banner ad is displayed on every page in a website, as opposed to being displayed only in a particular category of a website or only when a particular keyword is entered into a search engine.

Everyone who is in charge of a advertising or marketing department (that’s you if you’re repparttar 100731 sole shareholder of repparttar 100732 company) knows that advertising is, in large part, a numbers game. The more frequently your message is seen or heard, repparttar 100733 more likely repparttar 100734 consumer is to purchase your service or product. Take Mattress Mac with Gallery Furniture , for example. If you live in repparttar 100735 Houston area, or if your radio can pick up repparttar 100736 signal of almost any Houston area radio station, you cannot go a single day without hearing or seeing an advertisement for Gallery Furniture. Peppering your senses with constant reminders that “Gallery Furniture Saves You Money!” has enabled Mr. McIngvale to build his single location furniture store into an empire. (Of course, advertising alone won’t do it; you still must have a quality product or service). I have no scientific data to support this assertion, but I’ll make it anyway: I’m willing to bet that Gallery Furniture is known to more people in repparttar 100737 greater Houston area than any other single business. How did that come to be? Mattress Mac understands repparttar 100738 advertising numbers game and plays it better than anybody else.

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