Product Type: Market Research Report
Published by: BioInformatics, LLC
Published: January 2006
Product Code: R158-99Description 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.
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
|
|
