In part one of this series, we discussed the fact that <br>studies show information leads over entertainment. We <br>discovered that Web site visitors are primarily looking <br>for information, and therefore, ads should be more <br>information-oriented. <br><br>The second of the three discoveries in the Jupiter <br>Communications (www.jup.com) survey that I will <br>comment on is the discovery that some online advertising <br>is seen as an extreme annoyance. Let's be sure your <br>ads aren't included in that group.<br><br>What They Hate<br>No one likes to be bombarded with advertising. We all <br>see it everywhere we go. It's on television, the radio, <br>billboards, and even grocery story carts for goodness <br>sake. However, online advertising is viewed as the <br>most aggressive.<br><br>Jupiter found that 49% of those surveyed said online <br>advertising was the most intrusive of all. Many were <br>willing to tolerate ads in broadcast or print media, <br>probably due to the fact that they could leave the room, <br>change the station or turn the page. However, online <br>ads hold an extremely negative reputation.<br><br>From my experience, this is most likely due to the fact <br>that online ads often have a "used car dealer" air to them. <br>I have seen many that look like they're all produced from <br>the same template.<br><br>These ads promise the sun, the moon and the stars. <br>They scream about why you simply must buy the product <br>or service. Then, to make it worse, the site captures your <br>email address and you receive hundreds of email <br>advertisements via an autoresponder that apparently has <br>no end.<br><br>The Worst Possible Ads<br>The worst offender is pop-up ads. These are the <br>advertisements that pop onto the screen as you click <br>through a Web site. They advertise specials or offer <br>subscriptions to Ezines, etc. Once thought to be a <br>tremendous sales tool, these ads have become <br>increasingly offensive. <br><br>Sixty-nine percent (69%) of those in the Jupiter survey <br>viewed pop-up ads negatively. Almost 25% found them <br>so annoying they would completely avoid sites that used <br>them. That's a powerful statistic. Can you afford to have <br>25% of your Web site traffic never return simply because <br>you employ pop-up ads?<br><br>What We Can Do To Make It Better<br>So, now that we know what our site visitors hate, how <br>can we adjust our advertising in order to please them <br>(and make them buy)?<br><br>Here are some recommendations to consider when <br>creating your next piece of advertising:<br><br>1.Don't do "anything and everything" to get the <br>buyer's attention. Everyone that comes to your site <br>isn't going to buy. The harder you try to get their <br>attention and force them to read your ad, the harder <br>they will try to escape.<br><br>2.Remember from Part 1 in this series, site <br>visitors are looking for information primarily. Include <br>your ad along with other, useful information. Perhaps <br>you might try offering a free report or article that <br>provides information the visitor can use. At the bottom, <br>insert an advertisement for a product or service you <br>offer that can help them further.<br><br>3.Don't use pop-up ads.<br><br>4.Keep your target audience in mind. Business <br>people aren't going to have the time or inclination to <br>participate in game-type ads. On the other hand, <br>teenagers love them. If your target group is younger <br>people, games might be the thing for you. Design <br>your ad to meet the preferences of your target <br>customer.<br><br>Using these suggestions will help your ads be more <br>readily received - instead of avoided at all costs!<br><br>In Part 3, the final article in this series, we'll look at the <br>behavioral aspect of online advertising and discover <br>what characteristics and traits should be kept in mind. <br><br><p> About the Author <p>Karon is Owner and President of KT & Associates who offers<br>targeted copywriting, copy editing & ghostwriting services.<br>Subscribe to KT & Associates' Ezine "Business Essentials" at<br>BusinessEssentials-subscribe@topica.com or visit her site at<br>http://www.ktamarketing.com <br>
Category : Large Projects
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