Table of Contents
Introduction
- Overview of the Internet & Technology Utilization Groups
- Goals of this Report
- Significant Findings and Analysis: Online vs. Print
The Scientist Perspective
Scientists' Reaction to Life Science Ads
- General perceptions of life science advertising
- How scientists obtain more information after viewing an interesting ad
Print versus Online Advertising
- Overall effectiveness of print and online advertisements
- Perceived purpose from the scientist' s perspective of online and print
advertising
- Life science vendors with the most memorable ads in 2007
Designing Effective Online Ad Campaigns
- Time spent obtaining product information online
- Usefulness of online tools for obtaining product information
- Search engines used to find Web content related to scientists' research
- Common Internet search term combinations
- Functions of an online ad from the scientist' s perspective
- Most effective types of online ads
- Most annoying attributes of online ads
- Scientists' use of ad-blocking software
Optimizing the Use of Print Advertising
- Time spent obtaining product information in print publications
- Relative amount of time spent reading different content from print
publications
- How scientists typically read their print publications
- Durability and reach of print publications
- Print publications in which scientists spend the most time viewing ads
- American Biotechnology Laboratory
- Bioscience Technology
- BioTechniques
- Cancer Research
- Cell
- Drug Discovery & Development
- Drug Discovery News
- Drug Discovery Today
- Genetic Engineering & biotechnogy News (GEN)
- Genome Technology
- Genomics & Proteomics
- Journal of Biological Chemistry
- Journal of Cell Biology
- Journal of Immunology
- Journal of Neuroscience
- Journal of Virology
- Nature
- Nature Biotechnology
- Nature Medicine
- Nature Methods
- Proceeding of the National Academy of Sciences
- Science
- The Scientist
Demographics
- Years conducting research
- Total number of researchers in lab/group
- Role in selecting life science products
- Gender
- Market segment
- Job position
- Geographic region
- Area of research
The Vendor Perspective
Online Advertising Trends
- Most important benefits of online advertising
- Functions of an online ad
- Most effectives types of online ads
- Most annoying online ad attributes for scientists, as perceived by vendors
Online Advertising Budgeting
- 2008 advertising budget allocations for print and online ads
- Expected change in budget for online ads from 2008 to 2009
- Online advertising budget allocations by ad type
Purchasing Online Ads: - Most critical determinant in pricing online ads
- Online
ad payment preferences
- Preferred themes for key word targeting
- Preferred type
of banner ad or tower ad
Challenges to Using Online Ads Successfully
- Common ways to measure the success of online advertising campaigns
- Greatest challenge in reaching target audiences with online ads
- Critical challenges to increasing the use of online advertising
Study Methodology and Demographics
- Methodology
- Demographics
- Questionnaires
- Scientists' questionnaire
- Vendors' questionnaire
Appendices
- Insights and Perspectives
- Other Recent Publications
- About BioInformatics
- Our Valued Clients
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