Wednesday, October 07, 2009
Paul Kedrosky cites an analyst report that shows that online advertising is a lot more effective than offline, yet advertisers are still spending disproportionately large dollars in the traditional media. The question is, why? Perhaps the people who decide where to spend advertising dollars are themselves not particularly informed. Or maybe they just get better swag, or reflected prestige and glory, from the mainstream media.
Prestige? In yeh olde days when printers had to have expensive font cartridges installed the IT department got wind of plans for a new housestyle, and quickly forced the marketing manager to use one of the standard Windows 95 fonts. I don't think she ever forgave us.
Likewise buying an nicely designed full color ad vs. dealing with geeks to get some online advertising done.
It's the former reason. Many of the people making those advertising decisions are dinosaurs who cling to 20th century business models and don't get that the world has changed.
Sadly, this also applies to many of the people in the ad agencies I work with.