Display advertising: Can it be both a branding and a performance marketing tool? I'd argue yes, but not at the same time. And that's where some of the recent debates over the art-and-science approach to display have gotten it wrong.
You see, we need to rethink the way we buy and sell display advertising in a way that clearly distinguishes between various marketers' objectives -- whether that is direct response (e.g., e-commerce sales or generating web leads) or enhancing the brand (influencing purchase intent, favorability ratings, etc). We'll be best served by treating it not as a hybrid but as two different tactics... ...
READ THE WHOLE PASSAGE IN http://adage.com/digitalnext/article?article_id=135813
FOR UNDERSTAND "Display ads", SEE WIKIPEDIA http://en.wikipedia.org/wiki/Display_advertising
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