By Walter Ohlmann
Elsewhere in this issue of PONDERINGS you’ll find information about Internet advertising. In the years that we have utilized Internet advertising, possibilities have turned into realities. What was once only a hope, a dream – is now old hat. And so it goes, as use of the Internet in the marketing mix is constantly expanded and enhanced.
This increased use of a most versatile tool affirms a long-standing belief at this agency to always provide the services and resources our clients may require.
For many years after the original founding of the agency in 1949, there was no PR department. But as our clients required PR services, we initiated a department to serve that need.
At one time, we bought media by intuition and educated guesswork. Today we check our recommendations with one of the most sophisticated computer media programs, which gives us more information about stations and our buys than most clients want to know.
At one time, our artists worked on traditional artists’ drawing boards. And then computers came on the scene, offering faster, more complete services, including ease of client approval and transmission of files to printers and media. We installed computers and transitioned to the electronic age.
When direct mail became a more viable medium because of better and more targeted mailing lists, we offered specialists in that area, too.
When the “new media” of Internet advertising became part of the “media mix,” we educated ourselves in the intricacies and benefits of this marketing tool.
With the constant evolution of the electronic age there will be new and innovative techniques, which, once proven, we will embrace to make marketing communications the most effective that they can be.