Written by Joseph Tope

Not surprisingly, those who did not experiencerepparttar early, freewheeling days ofrepparttar 101175 net frequently find it difficult to write effective ads for application onrepparttar 101176 web. The spontaneous sense of playfulness,repparttar 101177 undeniable urge to hack,repparttar 101178 use of geekish yet incredibly expressive vocabulary andrepparttar 101179 all-too-easily identifiable leaning towardrepparttar 101180 grungy side (a symptom typical of bothrepparttar 101181 true hacker andrepparttar 101182 wannabe) come together in a way that profoundly challenges, if it does not utterly defeat ,repparttar 101183 newcomer torepparttar 101184 net game. I've jotted down a few observations concerningrepparttar 101185 items that I think are requisite to putting together an effective e-ad; I hope thatrepparttar 101186 following will be of some interest and value to you.

·The ad must be short and pack a punch. A creative ad consisting of about fifteen to twenty words can be a good deal more effective than an ad twice or three timesrepparttar 101187 above length. Browsers (the human kind) have to be caught onrepparttar 101188 fly and they tend to ignore lengthy text. A recent study suggests that sixty-plus percent of all ads placed at web sites fail to connect withrepparttar 101189 short attention spans ofrepparttar 101190 cyber visitors and are, consequently, effectively ignored. ·The ad caption must be compelling. Intriguing word play and smart phraseology can be combined to ensure thatrepparttar 101191 reader's attention is sufficiently captured. Try to work in words and concepts that are current onrepparttar 101192 net; just don't overplayrepparttar 101193 here-and-now hand. It wouldn't hurt to highlight bothrepparttar 101194 present and future value ofrepparttar 101195 target product; a professional copywriter can be immensely valuable in this regard.

Customer Preferences in Online Advertising-Part 3 of 3

Written by Karon Thackston

In part two of this series, we discussedrepparttar annoyance factor of online ads and how to overcome them. In this last article, I'll tell you how to use behavioral traits to direct advertising efforts rather than demographics.

I am a strong proponent of defining your target audience. If you don't know who you are communicating with, how will you be able to do it effectively? Jupiter Communications' ( survey backs up my claims.

What Difference Does Behaviorism Make? I'm sure almost everyone has heardrepparttar 101174 phrase features vs. benefits. The entire premise behind this statement is that you must tellrepparttar 101175 audience what's in it for them. How, if you don't know their concerns, their hopes and their needs, are you going to define benefits that will make a difference to your target customer?

The difference between demographics and behaviorism is that one tells yourepparttar 101176 basics andrepparttar 101177 other tells you repparttar 101178 details. Demographics let you know that your customer is a man employed in upper management who is 45 years old, has 2 children and makes approximately $50,000 per year.

Behaviorism tells you that, because he's a man, he is compelled by information-type ads. (If he were a she, she would most likely respond to animation or sound.) It also tells you that he's burned out on corporate politics, having a mid-life crisis, can't being to think of how he's going to pay for college for 2 kids and is in bad need of a raise! Now… which profile do you think you could communicate more effectively with? The demographic orrepparttar 101179 behavior? (It's a rhetorical question!)

Target Everything About Your Advertising People hearrepparttar 101180 phrase "target marketing" and "target audience" allrepparttar 101181 time. But do you understand how extremely important those phrases are torepparttar 101182 success of your marketing campaign? You simply must, MUST know your target audience.

When you communicate with them through advertising, you absolutely have to be able to address their fears, their problems and their concerns with a solution. They want to know what's in it for them. If you don't understand what they need, you simply can't answer that question.

Targeted advertising increases sales!

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