Mike Hudack is a tumblelog.

This is why I still can’t wrap my head around why ads anywhere BUT on the internet can possibly rationalize charging more than internet advertising… An ad during the Super Bowl is great for branding, but I would bet it’s a total loss in terms of actual sales.

Soup: What do we measure on the Internet?

There are two types of advertising, broadly defined.  Advertising designed to drive sales today and advertising designed to drive sales six months from now, for a lifetime.  We call the first direct response and the second branding.

The Internet is excellent at direct response.  Better than anything else.  It’s yet to be proven that the Internet is better at branding.  And branding is important.