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Media Guru

Guru Search Results: 10 matches were found

Tuesday, August 27, 2002 #5489
Is there any research available that evaluates the effectiveness for print ads (in publications) to drive users to the advertisers URL when used as the call-to-action message in the ad?

The Media Guru Answers(Thursday, August 29, 2002 ):
Click here to see past Guru responses about traditonal media and web traffic.


Wednesday, May 09, 2001 #4383
Are there any statistics that show the response rates for driving traffic to web sites through traditional media, i.e. print, TV, radio? You answered a similar question last year with sources from 1999. Do you know of any updated information? Thank you.

The Media Guru Answers(Saturday, May 12, 2001 ):
Click here to see past and latest Guru responses about web traffic.


Wednesday, August 16, 2000 #3710
I run a educational website with variable traffice (about 150,000 page views per month in July; about 500,000 in February). My ad rep is Burst! (burstmedia.com), and right now (first two weeks of Aug.) Burst is serving 90% default (non-paying) banners. Burst says this is due to market conditions. Are they right? Will it get better? Should I be looking for another ad rep.?

The Media Guru Answers(Wednesday, August 16, 2000 ):
August is a traditional slow period in advertising. Also, for the same reason that your traffic lags in August, so might the activity level of advertisers who target teachers or specific types of students or school-related anything. If your rep was doing well for you in February, this might be the case. But there is no harm in having a converation with another rep or two.


Saturday, March 11, 2000 #3308
This is a follow-up to my question of yesterday, regarding cost per web visitor for the major media. The data to which you referred me were very useful, and I thank you for that reference. As you note, however, nothing is provided there (or anywhere else I have searched) to determine the rate at which such CPM actually results in a web visit. Any thoughts on sources, or a means of reaching an educated guess, on that all-important information? Thanks again and best.

The Media Guru Answers(Saturday, March 11, 2000 ):
t was not clear that you were asking about other media being used to drive web traffic. The Guru thought you were considering these media as competition.

Keep in mind that the ad itself may be more important than the media vehicle. On January 2, 2000, the NY Times ran an article on ecommerce giving a comparison of web visits versus traditional ad impressions, thought these were not identified by media type except for TV. The range was enormous, from one visitor for every 2.7 TV impressions at Beyond.com to one per every 2977.3 at Living.com. Of course, the number of impressions in other media is not considered in this ratio.


Thursday, October 14, 1999 #2874
Media Guru, I have just recently become aware of your web site, and I think it can be a vaulable resource for me as I begin to plan advertising campaigns on the Internet. My first plan has an overriding goal of driving traffic to its web site, with banners playing an important role. Therefore, I was wondering if any measurements, benchmarks or other standards for click-through rates exist for the following: 1) Buttons vs. Banners 2) Half Banners vs. Full Banners 3) traditional Banners vs. Rich Media/Interstitials 4) Single Banner vs. Multiple Banners on a page 5) Placement of Banners within a page (top/middle/bottom) Guru, any information or insight you can provide would be greatly appreciated, and you would obviously receive full credit for any information I might use in a presentation. Thanks in advance for you help.

The Media Guru Answers(Sunday, October 17, 1999 ):
All else being equal, that is color, animation, etc., bigger banners outperfom smaller banners. Full banners will get 2 to 3 three times the clicks of button banners. Top of page will outperform lower positions, if only because there is a greater chance to be seen, because visitors usually arrive at the top of a page.


Friday, October 08, 1999 #2861
Is there an industry benchmark to determine what effect traditional media advertising has on web site visits. So many dotcoms are advertising on traditonal vehicles it must be working? But can that be quantified?

The Media Guru Answers(Wednesday, October 13, 1999 ):
There are some resources at Cahner's .

The Guru believes that dot com advertising is more adimed at the stockmarket than at traffic building.


Wednesday, August 25, 1999 #2743
What response should I expect from traditional advertising (TV and Newspapers)for my website? I am most interested in trying to anticipate how much new traffic will come to my site and what effect "branding" will have on my historical click thru.

The Media Guru Answers(Saturday, August 28, 1999 ):
The Guru has seen only a little research on this. One article appeared in the March/April 1997 issue of the Journal Of Advertising Research.

There is also a Cahner's Business Information study, What Drives traffic to A web Site?


Wednesday, February 10, 1999 #2317
We are looking for "big ideas" to increase awareness and drive traffic to a new website. The target is an upscale art enthusiast. We are looking at traditional media and considering other vechicles such as post cards, blimps, etc. We will have on online campaign, but that is separate. Do you have any other good ideas for this type of objective? Thanks for your input! You are great.

The Media Guru Answers(Wednesday, February 10, 1999 ):
The Guru would look for opportunities in conjunction with Art Museums and Galleries. Ads/mentions in programs and/or catalogues, positions in newsletters/mailings announcing new exhibits.


Tuesday, October 15, 1996 #1125
Do you have any suggestions for increasing LOCAL traffic? How do I attract people from a specific geographiclocation? (i.e., the site I am currently promoting is anAuto Referral, Free Classifieds, etc. site, and my client,although he wants national traffic, he is very interestedin getting lots of traffic in the Los Angeles area so hecan personally take the referrals into the dealerships. Healso wants to promote certain areas more than others sincethat is where he has subscribing dealerships.) How do Igo about doing this? Please post any advice, or sitesthat would be helpful.

The Media Guru Answers(Friday, October 18, 1996 ):
On the one hand, you are flying in the face of the essenceof the web, it is inherently everywhere with national orother borders being irrelevant. However, you can stilldesire to use the web to market in a limited area.

One simple option is to advertise the site in traditionallocal media, newspapers and local broadcast, etc plus localBBS systems.

Secondly, there are so-called city sites, aimed at promoting local business and entertainment, and if there isone such in your area, it would be ideal for an adplacement.

Yahoo has also established some city specific search engines. Yahoo is also a good placeto search for other city centric sites with which toexchange links.

There may also be newsgroups or mail lists devot4ed to yourgeographic area or sales arena which would be useful

Liszt is an excellentsearch facility for topical e-mail discussion lists.


Tuesday, July 30, 1996 #1174
What is a good source(s) for evaluating the impact of advertising on the web for a multi-media plan? Also, in your opinion, what is the value-added the Internet or web in particular has to offer an advertiser than other media does not?

The Media Guru Answers(Wednesday, July 31, 1996 ):
Sources for evaluating impact will probably be scarce for a while...when will there be an advertiser big enough to have a prototypical "cool" web site who is willing to test the web's ability to sell without other traditional advertising support?

Some of the B to B media sites might be close. There seem to be a few logical analytical steps that someone considering WWW advertising could go through if they're not prepared to spend on actual research.

Consideration 1:
Does the target participate in the web to an extent that could even conceivably affect sales if the site was a raging success in drawing traffic?

IE the Ragu site is frequently mentioned as one of the coolest, but what fraction of Ragu's probable target audience (Working LOH 25-54, maybe?) is a regular web user -- not merely having "access."

Consideration 2:
Is there some logical connection of the web to the advertised product/service that could add value, eg computer or entertainment industry or some other where the web could provide an interactive demo or sample.

Consideration 3:
Is building a database of visitors of particular value?

Consideration 4:
Is there any clear marketing goal that the web can achieve better than traditional marketing communications.

Just so this doesn't come across as the Guru downplaying the web, recognize that it is of value to certain advertisers to be perceived as cool, leading edge, etc and the web is today's ultimate credential in that arena.Yahoo or AltaVista can find you others.



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