NONE: Re: ONLINE-ADS>> Email Newsletter Demographics
Re: ONLINE-ADS>> Email Newsletter Demographics
Laurie Stone (lauries_at_magnet.com)
Wed, 11 Mar 1998 20:23:34 -0400
I'd like to start with a couple of comments!
Marshall Hays wrote:
>> 3Com wants to know users' modem speed, Kellogg's doesn't. <<
Honestly we would love to know modem speed used, because it would
directly influence the types of games (shockwave, Java based) we develop
for the site! But I can't think of a circumstance where we have ever
expected or have asked a potential ad site to supply us with that depth
of targeted information.
Darren Cook wrote:
>> NetSchool is an online English school for Japanese people<<
My *thinking* would be that any marketer, with any type of common sense
would be able to figure out that particular demographic without needing
a ton of documentation! IMHO: It can't get much more targeted than
that.
I've been following the discussions on this list carefully over the past
few weeks regarding demographic collection, and I haven't seen anyone
mention the recommendations of the Children's Advertising Review Unit
(CARU). The company I work for, Magnet Interactive, just relaunched the
Kellogg Cereal City web site.<http://www.kelloggs.com> Kellogg's was an
early pioneer in implementing these standards, even back in 1995 before
these guidelines applied specifically to the Internet. The level of
commitment the Kellogg company has made to this compliance is reflected
in every aspect of the redesign. Right down to the contest, and contest
rules. <http://www.kelloggs.com/contest> the only data being collected
for this contest is for the sole purpose of being able to contact the
winner. It was fascinating, and quite challenging to be involved in a
production of this size, for a site that gets so much scrutiny by the
press, and still manage to keep the spirit of the CARU guidelines in the
front of our minds with every aspect of the design.
As a Web marketer who also works in media planning, I would also like to
mention that when we go to purchase advertising for targeted childrenís
sites, one of the first features I look for is NOT the detailed
demographics. I'm looking to see that the site is CARU compliant. Not
only by stating that clearly on the policy page, but by demonstrated
example.
Right now childrenís Web sites, especially product marketing sites are
under a microscope not only with government agencies, but by new media
journalist and organizations like the Better Business Bureau. I would
hope anyone involved in the development of kids sites and anyone
hoping to attract advertising from a child related product site to
carefully study the following guidelines and incorporate them into the
structure of your site.
A complete set of the CARU guidelines can be obtained at
<http://www.bbb.org/advertising/caruguid.html>
Outlined below are just a few of the most relevant points regarding
information collection, as they apply to the Internet.
* Advertisers must include a disclosure of what type of information is
being collected and the intended use;
* The opportunity must be in place for the consumer to withhold consent
for information collection for marketing purposes;
* In the case of data collection from children, reasonable efforts
should be made to establish that notice is offered to, and choice
exercised by a parent or guardian;
For Contest/Sweepstakes
* Prize needs to be clearly depicted;
* Care needs to be taken not to produce unrealistic or inflated
expectations for the chances of winning;
* The child needs to be encouraged to get parental permission before
entering;
* The advertiser must disclose, in a language that children can
easily understand, why this information is being collected;
* Children should be encouraged to use a screen name instead of their
real name.
This is not a complete list of the Guidelines, I would stongly encourage
you to visit the site and obtain the entire document. You are going to
find the practices outlined above are going to become more important as
each month goes by.
Laurie
--
Laurie Stone lauries_at_magnet.com
Online Marketing Associate
Magnet Interactive
202-471-5826
http://www.magnet.com
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