Re: theory of advertising - ethics, banner ads, and my own dilemma

At 05:08 pm 5/09/98 -0400, Anmar wrote:
>I believe that, as web developers, we may have the power to
>choose and create a new channel, method, or style for
>announcements. This may sound idealistic (I guess it is), but
>you people have *Power*, if you choose to recognize it.

While I agree with much of what you have said, it is also necessary to
recognise that there are different target audiences.  In some cases the
"old" methods will be more effective.  Many companies that have email lists
for product releases.

I think that the size/colours/wording is all a matter of designing an
appropriate contract at the start.  If you have the power and position to
do so, then you can dictate your terms to those wishing to advertise.  If
your site is struggling for hits, then you are in a much weaker position
when it comes to such bargaining.

I think one of the unique web-advertising systems is the web-ring.  Now
while Microsoft may not like the idea of potentially linking to rivals, for
significant interest groups, it is a valid advertising tool.

>I'm probably going to make the banner ad script (modify
>an existing one), but I'm thinking about whether to just
>pop the ads up randomly or have a kind of targeting system.
>I'm probably going to have a role in administrating this,
>so I can probably choose the size of the banners, and
>maybe have a say in their contents, too.

I think targeted adds are better, but be careful with your targeting
system.  You should have seen the look of shock from one of my colleagues
at the advertisements she encountered when researching articles on sexual
harrassment.

>I know that "the market" (whatever that is) controls a lot
>of what we get on the internet.  We web developers, though,
>are both consumers and producers right now, so I think we
>could have some effect - we *are* the market, or at least a
>good part of it.

And that is why not everything that works for us will work for others.
Generally webdevelopers tend to be technologically advanced - or at least
willing to upgrade software :)

While we may be a significant marketing group, we are not a representative
marketing group.  Particularly as the nature of the web changes and the
commersialisation increases.

JMHO


Chris Higgs <c.higgs(at)landfood.unimelb.edu.au>
Gilbert Chandler College
http://www.landfood.unimelb.edu.au/

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