One thing that continues to amaze me is how difficult it is for many people in the business to actually understand how the interwebs work as an advertising vehicle.
I mean the most basic of all interweb ad concepts-- that people need a reason to come to your site-- is seemingly lost on many of my colleagues, who seem to think that like TV, putting something online guarantees viewership and that any video posted to YouTube automatically becomes "viral."
But back to the first point.
I can't tell you how many conversations I've had over the years where I find myself saying some variation of "But why would they go there? How would they know the site existed?" only to be met by blank stares or a comment to the effect of "because it's on the internet."
And no, the usual suggestion of placing the url at the bottom of the print ad or end of the TV spot (without any indication of what you'll find when you get there) is not a valid option.
Especially not in 2008.