Author: Keith Ian Price
Date: 12:52:03 08/20/98
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On August 20, 1998 at 14:52:40, Tim Mirabile wrote: >On August 20, 1998 at 12:56:30, David Fotland wrote: > >>His slide says that the rematch generated 78 Million web hits and >>5 to 7 billion impressions. I don't know what he means by "impressions", >>but I'd guess it has something to do with the number of people who >>saw or heard of IBM that otherwise wouldn't have. > >It's a web advertising term. I'm pretty sure its an estimate of the number of >different people who generated those 78 million hits. Should be 5 to 7 million, >not billion, I would think. No. It's five to seven billion. Impressions is a term to describe someone hearing something good or bad about the match, and included people who heard mention of the IBM Deep-Blue--Kasparov match on CNN or ABC or in the paper, etc. It doesn't mean individuals, either. One person hearing ten different times is 10 impressions. In advertising, it makes little difference whether the impression is good or bad, as the name sticks, not the message. That's why there are so many bad commercials. They know they're bad, but the only thing the person remembers (on average) is "Hmmm. XXX Company. I've heard of them." A really good commercial can actually be bad, because people are so interested in the commercial, or the humorous message of it, that the company or product name goes unnoticed. kp
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