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Advertising to Life Scientists: Maximizing Ad Effectiveness
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Report #06-001
Publication Date: January 2006
Page Count: 198
Print Copy: $4,000 $3,200
Company-wide Electronic Copy (includes print copy): $6,000 $4,800
plus Data Set: an additional $1,200
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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, this report offers insights into ad placement based upon your customers’—the scientists—perspectives.
Based on a 34-question survey of more than 1,500 life scientists from around the world, Advertising to Life Scientists: Maximizing Ad Effectiveness is intended to help executives understand the differences between the major scientific publications in terms of audience, segmentation, and impact.
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. The report will also assist decision makers in selecting which publications are best suited for their ads by using the same criteria by which their scientific customers judge the value of the publications they read.
Advertising to Life Scientists: Maximizing Ad Effectiveness provides indispensable advice that key decision makers need when managing a successful ad campaign, including:
- A framework to help assess the advertising value of a publication
- Relative value of major forms of content
- Ways in which life scientists learn about scientific publications and articles
- Awareness and usefulness of 16 leading life science publications
- Evaluation of specific elements of print advertising through segmentation
- Overall receptivity to advertising in the life sciences
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