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Advertising to Life Scientists: Maximizing Ad Effectiveness

Published by: BioInformatics, LLC

Published: Jan. 1, 2006 - 201 Pages


Table of Contents


Section 1. Analysis and Interpretation of Survey Results

Executive Overview

How Researchers Learn About Scientific Information

Awareness and Usefulness of Leading Life Science Publications

Parameters to Consider when Selecting Publications for Ad Placement

Key Readership Profiles of Top Publications

Researcher’s Perceptions of Suppliers’ Advertising Campaigns

Value of Different Types of Publication Content

Researchers’ Receptivity to Life Science Advertising

Conclusion




Section 2. Study Methodology and Demographics

Methodology

Definition of Terms

Demographics

Questionnaire




Section 3. Presentation of Survey Data

Professional Reading Preferences


Percent of time spent looking at each type of content

Number of scientific publications received per month

Regularly read scientific publications

Scientific publications that are most likely to help selecting a new product or instrument

Most useful scientific publications

Personal subscriptions to publication currently read

Time spent reading scientific publication

Action upon receiving a scientific publication

Primary reason for reading a scientific publication

Number of other people who read a given copy of a scientific publication

Readership of online version of a scientific publication

Saving copies of a scientific publication after reading

Readership of ads in a scientific publication


Sources of Product Information


Most valuable types of product information

Level of knowledge regarding new products and services to support research

Sources used and trusted for new product and technique information

Aspects of an advertisement that would most likely draw attention

Typical response to an interesting ad

Most convincing drivers to purchase

Life science supplier with the most attention-getting ads


Demographics




Section 4. Introducing Ad Concept Testing




Section 5. Appendices

Insights and Perspectives

Cross-Tabulations of Survey Data

Other Recent Publications

About BioInformatics

Our Valued Clients

Abstract

Even though advertising is a critical and expensive marketing effort, it is estimated that as much as half of all advertising campaigns are ineffective. To help improve the success of your company’s advertising efforts, BioInformatics’ newest report offers insights into advertising creation and design from your customers’—the scientists—perspective.

Based upon a 34-question survey of more than 1,500 life scientists from around the world, Advertising to Life Scientists: Evaluating Ad Concepts is intended to help executives understand what elements are essential in shaping the accessibility, appeal and “call-to-action” message of their advertisements. It also provides guidance as to which publications promise to be the most effective for print advertising based upon specific criteria important to different customer segments. Not all scientific publications are created equal, and the challenge for advertisers is to design memorable ads and place them in publications where they will have the greatest impact.

Report Highlights
Advertising to Life Scientists: Maximizing Ad Effectiveness contains over 40 charts and/or tables and more than 15 cross-tabulations for the 34 survey questions. Below is a glimpse of the key findings derived from just a few of the survey questions:
  • About three-quarters of respondents regularly read Science and Nature. Approximately half of the respondents also regularly read The Scientist and BioTechniques.
  • 73% of respondents will visit a company’s Web site if they’d like to receive more info about a company or product after seeing an interesting ad.
  • 43% of respondents claim that a free product sample would most convince them to purchase a product that they saw in an advertisement.


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