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NONE: ONLINE-ADS>> Need your help!
ONLINE-ADS>> Need your help!
Kenneth C. Jenks (mindseye_at_tale.com)
Fri, 14 Mar 1997 21:08:57 -0600
Art Millman, of the Internet Broadcasting Company, wrote:
>I work through the St. Petersburg, Florida Chamber of Commerce. Our members
>include luxurious beach resorts, hotels, motels, area attractions and
>restaurants.
[...]
>We have several major problems with this campaign. First, the resorts want
>to appeal to tourists at income levels to afford their rates.
[...]
>The search engines gives us a second problem. If most people do not know of
>our tourist areas, how could they enter the names of our beaches?
[...]
>By the way, if the tourists does happen to enter "St. Petersburg," they
>could also be sent to Russia as well as here! They would also have to
>specify Florida.
>
>Some want to direct their promotions to definite areas
>like a specific state or a portion of the country like the Northeast or mid
>south, etc.
You need a profile-based advertising system. There are a few of us running
these systems, which use a consumer questionaire to target your advertising
exclusively at the consumers in your specified demographic profile. For
example, Juno (the "free" e-mail company) has the following statement in
their advertising FAQ:
Your Member Profile consists of your
answers to roughly 20 questions about your
tastes, preferences, and interests, as well as
certain standard demographic traits. We
collect this information principally to help us
select which advertisements to show to
each of our members, as well as to provide
information to advertisers about our
members' response to their ads. An
automobile manufacturer might learn, for
example, that 25 percent of all members
who clicked on an ad announcing its new
model were women with family incomes of
more than $50,000, but would not know
the identity of (or any other personal
information regarding) any of those
individuals.
http://www.juno.com/faq/faq2_18.html
At Mind's Eye Fiction, our full-page targeted ads on the Web use a similar
system, where you can target your ads by sex, age, income level, geographic
location (down to zip code) or any other question in our customer profile:
http://tale.com/profile/
-- Ken Jenks, Editor-in-chief, Mind's Eye Fiction
http://tale.com/ -- The First Web Publisher
MindsEye_at_tale.com
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