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Guru Search Results: 18 matches were found

Thursday, December 09, 1999 #3042
Dear Guru- I have heard there are thousands of ways to advertise on the internet for free. What are they, and do you think any of them are effective? How many impressions do you think can be generated with little or no money to spend. Thanks!

The Media Guru Answers(Thursday, December 09, 1999 ):
There may be thousands of sites, but the Guru doubt's there are thousands of ways. Here are some:
  • Free on-line classifieds on community and local newspaper sites
  • Free on-line classifieds when you pay for print advertising in major newspapers
  • Free banner ads as merchandising for buying paid space in traditional media, particularly magazines. Free job lisitng ads in many places, including AMIC's Ad Jobs area.
  • Link exchanges which are banner trades with other sites.
  • Cross-links with other sites.
  • Putting up your own ad-bearing site in the free web-site space allowed to customers by many, if not most, ISP's

The Guru does not think many of these options generate large numbers of impressions. They may be effective, given a small scale goal.


Friday, November 19, 1999 #2991
Media Guru, I have heard that banner advertising on-line is a waste of money. Do you know if there are any facts supporting the ineffectiveness of banner advertising? Thanks

The Media Guru Answers(Monday, November 22, 1999 ):
effectiveness depends upon expectations. If your goals depend on consumer action, i.e. click-thru, you have to determine whether the expected 0.5% click rate will be enough. If you pay a $25 impressions cpm, you might be paying $5 per click. If 10% of those who click will buy, then you need to net over $50 per sale to call the advertising "effective."

If you intend to use banners for branding, you need to compare awareness results with other media. Some research has been done by DoubleClick and The internet Advertising Bureau to demonstrate branding effectiveness.


Thursday, September 09, 1999 #2778
Dear Guru I' m interested in any information about 'effectiveness measurement' on online advertising.What are the most important criteria measuring effectiveness of online advertising?Where can i found more about this subject?

The Media Guru Answers(Monday, September 13, 1999 ):
"effectiveness measures" are many and "most important criteria: depends upon your goals. Some internet campaigns are solely on achieving click-thru, which is easily measured. Others might be based on building awareness, recall, or direct sales effects.

Good sources of on-line ad effectiveness research are C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) and the internet Advertising Bureau

As always, the most complete compilation of this research will be at the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230.


Thursday, July 08, 1999 #2617
I am looking for internet research database/site for a specific query on the effectiveness of using celebrities in ad campaigns. I need research articles rather than examples of celebrity testimonial advertisments.

The Media Guru Answers(Thursday, July 08, 1999 ):
The best source is the Advertising Research Foundation InfoCenter For details about the InfoCenter, call 212-751-5656, extension 230. But that data is not on-line.

It's possible that American Demographics has coverred this and put a summary on thier site.


Tuesday, July 06, 1999 #2608
Our company is presently trying to locate a list of kids aged roughly 12-19 for a direct mailing. Do you know where we might find such a list? We are also interested in knowing what the most popular magazines are among kids in this segment (for advertising purposes). Lastly, we would like to determine what it costs to advertise (gross, not CPM) via the following media: TV (specialty channel), radio, internet (banner), magazine (popular), billboard, and space. Any help you could give us on these questions would be appreciated. Thanks in advance for your assistance. Sincerely, Drew Spence Market Research Associate Lac-Mac Limited drew@mail.lac-mac.com

The Media Guru Answers(Tuesday, July 06, 1999 ):
Most list brokers would have a teenage list available. Try American List Counsel for starters.

. Seventeen ,Teen,YM,TeenPeople are among the most popuular, especially with female teens. Male teens gravitate to more broadly targeted titles like SportsIllustrated.

To discuss ad prices in the media you mention, you really must consider something other than simple gross. If the Guru tells you a :30 on a specialty channel cost $100 or $1000, how can you evaluate what you must spend to communiucate something?

internet banners are sold in cpms and numbers of impressions, not flat gross dollars usually; major sites have more impression than you might buy so you buy a portion of the available impressions. You can get teen oriented sites' banners for $15-30 per thousand. But just putting a banner on all the teen pages of Yahoo could cost $1,000,000 per month.

or more. Billboards might cost $250 apiece, but you won't buy just one, you buy a quantity of daily effective circulation expressed as GRPs. A teen cpm might be $5-$10


Wednesday, May 19, 1999 #2515
I want to know about the procedure involved in doing the advertising on internet. Which are the factors that has to be considered by a client or a agency to go for internet advertisng? Also how effective is this mode of communication? Don't you think it is more of personal selling ?The another thing is that how adevrtising has changed in the last decade interms of creativity and new ideas with the advent of internet?

The Media Guru Answers(Sunday, May 23, 1999 ):
The factors involved in selecting the internet as a medium ar e the same as any other medium:
  • Does the medium reach the target audience?
  • How efficiently?
  • Does the internet environment help the advertising message to make an impact?
  • Are there aspects unique to the medium that create added marketing opportunities, like interactivity, audience involvement, direct selling?

The effectiveness depends on the goal. Brand building may be less effective than in other media, direct reponse more so. Computer-related products may be more successful than those whose relevance is less universal among the internet user.


Thursday, March 25, 1999 #2412
1) Are the terms OTS, impressions, hits and exposures interchangeable? 2) Are there media industry norms (or even studies) that indicate a correlation between a number of OTS or exposures and audience (reader) behavior. I understand there were a number of Politz studies conducted in the 60s which suggested that one exposure produced a dicernible response and two exposures produced about double that response. Also there are European reports stating that a magazine ad should provide at least 5 OTS in order for the reader to digest or understand the ad message -- is '5' the number? Are there industry norms, and if so, do they differ by media vehicle? Thanks in advance!

The Media Guru Answers(Friday, March 26, 1999 ):
1) Other than "hits," you may generally consider those terms interchangeable. "Hits" is a much abused term peculiar to the internet. Some people do use it when the mean impressions, but technically "hit" is defined as "an entry in a server log."

Whenever a visitor requests a page on a site, as by clicking on a link, the server log records a "hit" for the text of the page, and hits for each frame and hits for each little bullet or other icon and a hit for each ad. A single page on one of today's commercial sites may consist of several dozen items which would all create "hits" in a server log when only one page impression is happening. The internet is also unique in its ability to serve content with a different ad each time a new user arrives at a page. So page impressions and ad impressions will not agree as they do in magazines or broadcast.

"Hits" originated in the early days of the world wide web, when browsers read text only, like the venerable "Lynx," and a page was just one block of text, so "hit" then equalled "impression," more or less. Hits include server log error messages as well, which are of no value to anyone.

2) The study of effective numbers of exposures goes back at least as far as the scientist Ebbinghaus (1883) who tested how many repetitions of nonsense syllables were required to achieve learning. This was the origin of 3 as a magic media number there have been infinite numbers of other studies, more advertisng and sales focused since.

Note that European media and Europe's media environment are different than the U.S. It is a common trap to assume that media perform the same tasks with the same effectiveness when used in different cultures. The U.S. Hispanic market is a good exanple, with TV, radio and print all delivering very different reach / frequncy, reach potetial and overlap than do the parallel general market media.

The best source of studies on the topic are: Advertising Research Foundation InfoCenter, Newsweek Media Research Index and ESOMAR, the European Survey, Opinion and Market Research Organization. The Guru has discussed this frequently.
Click here to see past Guru responses about "effective frequency"


Tuesday, March 02, 1999 #2365
I am looking for a seminar/course/program which teaches "internet/web/on-line media planning & buying." Please e-mail me at your earliest convenience: mia@siquis.com Thanks!

The Media Guru Answers(Wednesday, March 03, 1999 ):
The Media Buying Academy is one of several traveling media schools which might include a course in internet media. There are others, as well. And watch the trade press, like MediaWeek and Ad Age for announcements of workshops.

The Guru doesn't believe one can really learn effective internet buying and planning without a basic understanding of general media planning.


Saturday, February 27, 1999 #2357
Mr. Guru, I am a student and am currently working on a campaign for a car company. My team and I would very much like to use the internet as a major media vehicle, but do not have enough information to give an accurate recommendation. Can you please give me any information or websites on: cost, who's on the net, CPM, what kind of advertising can be used, and why it would be an ideal vehicle(or how I can find out). Can you please send this information to my E-mail address: AiWare@. . .

The Media Guru Answers(Sunday, February 28, 1999 ):
It must be remembered that the Guru does not provide personal answers, only what is posted on this page.

The Guru wonders why you would "very much like to use the internet" if you lack information about cost, audience, advertising possibilities and benefits. Companies like Nielsen, MediaMetrix, MRI and Simmons can give a broad strokes picture of which sites appeal to your target and to what extent your target uses the web. Major web sales rep sites like DoubleClick, 24/7,and 2Can, can give you an idea of pricing and other aspects of advertising.

The Advertising Research Foundation library and C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) have research regarding web effectiveness.


Wednesday, October 07, 1998 #2079
I am very curious about internet advertising. I have the following questions to ask : Are there any studies that explore which variables determine effectiveness (defined as the ability to generate click-ons)in internet advertising ? Can you refer me to any case studies or examples of outstanding internet advertising ? Were I to plan for an internet-based campaign,can you provide me with a check list of issues to keep in mind?

The Media Guru Answers(Wednesday, October 07, 1998 ):
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Monday, August 03, 1998 #1987
Dear Guru, I am new to media planning and have been asked to predict the major changes for media planners over the next five years. can you give me any starters? Thanks in advance

The Media Guru Answers(Monday, August 03, 1998 ):
Since this must be a training exercise for new planners, isn't asking the Guru cheating? But since this sort of exercise is silly anyway, the Guru will go along; after all nobody would have predicted the media planners' involvement in on-line, five years ago.

Come to think of it, on-line may have been the only major change of the past five years.

For example,the incremental importance of cable and the slow decline of broadcast ratings is not a major change for planners. They face the same questions, but the answers have changed somewhat.

The new millennium, whether one considers the "popular" start date of January 1, 2000, or the actual date of 1/1/2001 will, no doubt, be a time to look for new approaches and focus more on the future. Marketers will finally recognize that the various major ethnic markets: Hispanics -- newly the largest ethnic group -- plus African American, Asian American and smaller minorities will encompass most Americans in the first decade of the new century. This will mean planners must pay far more attention to assessing the importance of and covering these market segments.

Also in the next five years the Guru sees the debate between advocates of "Recency" plannning and those backing "effective reach" being settled. Categories of marketing or rules on which to base application of one or the other will be clearly defined and two distinct styles of planning will emerge.

Finally, coming back to online, the internet's amazing growth will max out. No more than 50% of the population is likely to be on-line. The internet universe and internet ratings, on a U.S. basis, will be readily available, so that on-line media will become just another element of media plans. Specialist agencies will fold into general agencies and internet media will have no more mystique than out-of-home.


Tuesday, June 09, 1998 #1887
I have been assigned the task of putting together an internet plan. I haven't the first clue where to start. Let me give you a little background. My client is a local hospital that is interesedt in marketing to business owners/presidnets/ceo's/human resource director/benfits administors. The ojective is to create top of mind awareness that our hospital is the hospital of choice when selecting Health Plans. Again, this is a local client. Please can you give me some direction. Where do I start. Thanks for your help.

The Media Guru Answers(Wednesday, June 10, 1998 ):
There is very little research available on internet audience at the micro-geographic level. There is very little available that might cover a segment as small as president / ceo / HR director. The Guru is saying "very little" while really thinking "probably nothing."

MediaMetrix or Relevant Knowledge are most likely to have some pertinent information.

  • Presidents and CEO's are generally found to be the last people in their companies to be computer users.
  • The internet is inherently a non-geographic medium since the entire nation and world have equal access to any web site, and a hospital has a relatively tiny service area

  • Some major markets do have extensive, multi-purpose local sites, and
  • some sites have the ability to serve an ad based on the location of the visitor. This is severely compromised by such problems as all AOL users appearing to be located in Virginia. Other national internet providers' customers carry the same sort of obscured location.
  • Ideally, you might find ad-bearing sites which appeal to business and HR managers which can tell you where, geographically, their visitors come from, or local interest sites which, by virtue of registration know the business role of their visitors.

Generally, the Guru does not believe that local retail advertisers with very narrow targets will find the internet to be an efficient or effective advertising vehicle, compared to traditional local business media, such as Crain's or The Network of City Business Journals


Saturday, May 30, 1998 #1617
what is the history of print media?.where does it stand today?.what it will be its future,say ten years time from now.

The Media Guru Answers(Tuesday, June 02, 1998 ):
The question is so broad that no meaningful answer is possible. Since you are writing for India, the relevant history may be different than for other countries.

Print advertising, in the from of signs goes back many hundreds of years. The ruins of Pompei contained signs advertisng businesses and prostitutes.

Not long after Gutenberg created moveable type, Newspapers were invented, and newspaper advertising is almost as old, probably over 300 years.

Print today has different strengths in different countries and cultures within those countries.

Where broadcast media are not government owned and there are stron freedom of the press laws, combined with high literacy rates, print stands well in relation to other media.

Where government control of broadcast media is strong and the press is free, print is realtively stronger. Where literacy is lower, print is weaker.

The Guru does not see much ov this changing in ten years. In the U.S., for instance, there is research which shows that no more than 50% of adults are ever likley to participate in the internet as we now know it. If Broadcast and cable TV continue to fight for the same audience, print will remain stable.

In other countries, if litereacy is on the rise, print will likely prosper, if nothing changes about broadcast/ The irony about the "TV-like" internet, is that it does require literacy to use effectively.


Monday, September 22, 1997 #1417
I'd like to ask about how to make a successfull site, or some address where can I find some information, tips to make my commmercial site better. I hope You can give me Reports, or BluePrints, or something like these.

The Media Guru Answers(Monday, September 22, 1997 ):
There are some interesting data linked from CommercePark

CASIE, the Coalition on Advertiser Supported Interactive Entertainment, compiles available research on web audience accumulation and ad effectiveness.


Monday, February 10, 1997 #1051
Dear Guru,Our publishing company has recently aquired another company that hosts a site on the internet. This site is very popular with a solid demographic. As of yet there has been little effort to sell advertising/banners on the site. What would you suggest is the most effective (revenue producing) way of getting advertisers to place ads on our site?

The Media Guru Answers(Tuesday, February 11, 1997 ):
The Guru suggests determining who is the ad decision maker at companies which would most benefit by advertising on your site; ie, have their own site an target the same demographic. Then approach them by mail or by phone followed with a good written piece documenting your selling points.


Tuesday, September 03, 1996 #1152
My company has just developed an internet site as an extension of its core business. I'm in the aviationfield. The chiefs believe since we have an internetbusiness, we must advertise on the internet. I'm concerned about its effectiveness over more conventionalmethods. I'm not so concerned about prices, thoughI find it ridiculous some charge $1,000 per month andcan't tell me how many "hits" they get. Is there anyPROOF internet advertising really works?

The Media Guru Answers(Wednesday, September 04, 1996 ):
Short answer: NO
Eternal answer: It depends

Some are succeeding according to the standard they have set themselves for success. "Success" must be measured against goals. Is internet advertising going to be used to sell your company's product / service or to bring visitors to your site?

Nobody should be charging serious money without being able to count hits / accesses. It's too easy, today, to attach a counter like "Web Counter" and be accountable to paying advertisers. Any site which can charge $1000 / month can surely afford its own documentation.

If the web is your "store" however, you will want to advertise in other media which has a large audience of computer users within your target area.Eg; www.Amazon.com is a successful on-line bookstore which advertises its URL in the book section of major newspapers.

For you, aviation industry magazines are a possibility. Featuring your URL in your regular print advertising is a way to test the waters. If readers of those trade books are not drawn to your site, then there is less likelihood that web advertising will succeed with your customer.


Saturday, August 31, 1996 #1153
How does one determine what is effective advertising on the internet?What would be thought to be an effective frequency?How does it compare with more traditional media (direct advertising etc)?

The Media Guru Answers(Monday, September 02, 1996 ):
One first has to define what qualifies as advertising in the internet context. Is it a full web page or is it a banner ad on someone else's page?

effective frequency was long cosidered to be just a simple 3 or more times, stemming from the origninal 1883 Ebbinhaus learning theory experiment.

More recent theorists look at differnet amounts of repetion needed to "learn" an advertising message, based on content (high interest/low interest, etc) or environment (relevant surroundings, clutter, competition, etc).

But in the case of banners, these are usually no more than logos, with nothing to learn, they're fishing lures to bring the browser to the more detailed inormation. In the case of full web pages, the idea is either to draw the browser through the whole content if the page is an ad or to bring the browser back often if the page itself is a medium for other people's banner ads.

Learning and repetiton may not be relevant or may nned to be redefined.

In a direct mail context, the banner may be like the outside of the envelope, and the web page like the content. Both are a one-shot deal: effective frequency doesn't enter the picture.


Monday, April 03, 1995 #1860
What do you think about translating web site's to a different language and local market? For example, a web site of sony in usa to a web site in Holland. (Bas van Cuilenburg)

The Media Guru Answers(Monday, April 03, 1995 ):
It is certainly effective for companies to create Web sites in different languages in order to better serve customers in the countries in which they do business.

However, to use your example, a U.S. Web site for Sony might not contain the most useful information to Sony consumers in Holland. Sony (or any other company) might want to create an individual Web site for customers in Holland that would be tailored specifically to their needs.

Some companies, however, may also find that it's most effective to create a global Web site with information that is useful to consumers in any country. This is in line the concept of the internet as a global entity.



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