Advertising to Life Scientists: Resolving the Print vs. Online DilemmaBioInformatics, LLCFebruary 1, 2008 105 Pages - SKU: BIF2476753 |
- The Scientist Perspective
- Scientists’ Reaction to Life Science Ads
- • General perceptions of life science advertising
- • How scientists obtain more information after viewing an interesting ad
- Print versus Online Advertising
- • Overall effectiveness of print and online advertisements
- • Perceived purpose from the scientist’s perspective of online and print advertising
- • Life science vendors with the most memorable ads in 2007
- Designing Effective Online Ad Campaigns
- • Time spent obtaining product information online
- • Usefulness of online tools for obtaining product information
- • Search engines used to find Web content related to scientists’ research
- • Common Internet search term combinations
- • Functions of an online ad from the scientist’s perspective
- • Most effective types of online ads
- • Most annoying attributes of online ads
- • Scientists’ use of ad-blocking software
- Optimizing the Use of Print Advertising
- • Time spent obtaining product information in print publications
- • Relative amount of time spent reading different content from print publications
- • How scientists typically read their print publications
- • Durability and reach of print publications
- • Print publications in which scientists spend the most time viewing ads
- Demographics
- • Years conducting research
- • Total number of researchers in lab/group
- • Role in selecting life science products
- • Gender
- • Market segment
- • Job position
- • Geographic region
- • Area of research
- The Vendor Perspective
- Online Advertising Trends
- • Most important benefits of online advertising
- • Functions of an online ad
- • Most effectives types of online ads
- • Most annoying online ad attributes for scientists, as perceived by vendors
- Online Advertising Budgeting
- • 2008 advertising budget allocations for print and online ads
- • Expected change in budget for online ads from 2008 to 2009
- • Online advertising budget allocations by ad type
- Purchasing Online Ads:
- • Most critical determinant in pricing online ads
- • Online ad payment preferences
- • Preferred themes for key word targeting
- • Preferred type of banner ad or tower ad
- Challenges to Using Online Ads Successfully
- • Common ways to measure the success of online advertising campaigns
- • Greatest challenge in reaching target audiences with online ads
- • Critical challenges to increasing the use of online advertising
- Study Methodology and Demographics
- • Methodology
- • Demographics
- • Questionnaires
- • Scientists’ questionnaire
- • Vendors’ questionnaire
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