Sydney
Australia September 2003
Online
Advertising News: Return on Investment.
When
advertisers evaluate media spending, their main concern is the
return on their investment. Online advertising is particularly
measurable in this regard because immediate responses to an
ad can be measured directly from the click to the purchase.
However, online advertising is also responsible for driving
additional purchases through the branding value of the ad
itself, and this effect often goes unmeasured. Many online
advertisers do not or cannot track the consumer who views an
ad but does not immediately respond, and later purchases the
product.
Online
advertising can have a significant branding effect, even when
the ads aren't clicked (which is mostly the case with Virtualhaircare.com).
Interested consumers do take notice of advertised brands and
take action later, at their own convenience in exactly the same
way as they do with ads they see in 'traditional' media. Sales
based on clicks are only a fraction of the total picture of
online advertising's effectiveness. The branding effect of properly
targeted advertising can drive as many sales as the direct response
attributes that prompt immediate action. Click-through rate
tells only a part of the story.
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Press
on this link to be taken to Virtualhaircare and The Virtual
Salon!
Showcasing the top hair pictures on the globe, published courtesy
of Australia's top hairdressers and sources like Hair Expo and Australian
Hairdressers journal. 