NONE: Re: ONLINE-ADS>> Need your help!
Re: ONLINE-ADS>> Need your help!
Mark (mark_at_intersphere.com)
Mon, 17 Mar 1997 10:45:02 -0500
Art wrote:
>"...First, the resorts want to appeal to tourists at income levels to
>afford their rates. That is, our world class and mid range resorts do not
>want to reach the bargain motel crowd and vise versa. The $40 per night
>traveler would be uncomfortable in our luxurious resorts. We are trying to
>match the resort to their desired level. ...this nullifies all the search
>engines which of course does not differentiate people by income."
Hi, Art.
This is an incorrect assessment. Search Engines can differentiate people
by income if you, the Internet Media Planner, can determine the correct
demographic audience and phychographic attributes of that audience. Based
on that determination, we can make a pretty good judgement call as to what
our target audience is searching for while using search engines.
For Example (hypothetical situation):
We need to determine the "Target Audience" and thus narrow their down the
habits of that target audiences in order to reach them with our message.
You are trying to reach "High Income" individuals who like to take frequent
vacations.
Occupation:
Occupationally, this would probably translate into
Executive/Administrative/Managerial occupational group (as defined by MRI
syndicated research, 1996). This occupational was selected to serve as the
demographic template for this category since:
-80.8% of all E/A/M's make $40,000+ in yearly, HH income.
-E/A/M's, judgementally have time-demanding lifestyles that require
frequent vacations or relaxation time.
Sex:
-Of all E/A/M, 57.7% are male.
Age:
-80.9% of all E/A/M are 18-54 years of age
The target Audience:
In summation, our target audience is E/A/M's, Male, 18-54.
Ok, now that we have this, what to we do with it?
Usually, the traditional media planner would do an MRI run and determine
media vehicles with high indices against our target audience (example,
FORTUNE magazine has an index of 330 --100 is average-- against our target
audience).
The problem is that we as Internet Planners do not that the quanitative
data to make media selections on the Internet because as of yet(someone
e-mail me if I'm wrong) there are no reliable media research companies that
can provide solid Internet data to back-up media selections. So we must
make many judgement calls.
So what would an E/A/M, who is male and 18-54 search for on the web?
Off the cuff, I'd say "financial" information. Perhaps "news" information.
"Political" information. For leisure, "golf." etc., etc., etc.
By placing your banner in search engines utilizing these keywords, you will
increase your chances of reaching your target audience. Additionally, if
you are not placing a banner advertisement in the search engine, use these
keywords in your search engine submission/meta-tags/whatever so that when
an individual does a keyword search, your website will be listed with the
rest of the results.
Hope this helps!
This is Mark Farish, Advertising Director, saying "Excelsior!"
Intersphere Communications Ltd.
http://www.intersphere.com/
mark_at_intersphere.com
p: 215.540.8175 f: 215.540.8176
"Suit the action to the word, the word to the action."
-- Shakespeare's Hamlet
