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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Advertising to Life Scientists: Maximizing Ad Effectiveness
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| Published Date:
January 2006
Published By:
BioInformatics, LLC
Page Count:
201
Order Code:
R158-99
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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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