Summary and bibliography
Return to Let's stop talking about "behavioral"
Media buyers and planners need to know as much about the target group of an ad as possible. The more knowledge they have, the better their chances are for communicating the right message and for having that message acted upon by their target audience. At some level, the fact that knowing these cultural and psychonomic tidbits about your target audience might not be important belies the concepts behind product placement: such blasphemy!
NextStage's Ad Placement Tool, based on cultural and psychonomic target audience knowledge, is really nothing more than the science of product placement applied to the web.
My deep thanks to NextStage's Susan Carrabis, Bill Ford and Shauna Shaw for helping with the writing of this paper, to Avenue A| Razorfish, Casale Media, FindMeFaster (using the tool for SEO work), ICON International, Underscore Marketing and others for helping NextStage develop and perfect the Ad Placement Tool, and for allowing NextStage to acknowledge their experience with, training on and use of the tool in this column. Also special thanks to Avenue A| Razorfish's Debrianna Obara, VP of Media, for reviewing this paper and her invaluable suggestions.
Coming soon:
• Listen to AllBusiness.com's Chris Bjorklund interview Joseph Carrabis on The Importance of Viral Marketing
Additional resources for this article:
- Shared Traits of Great Web Design
- Tips for Your Next Website Redesign (Page 2 of 2)
- Headlines That Attract Attention
- Defining Attention on Websites & Blogs
- Know Your Audience, and Reach It
- Focusing Your Customer's Attention
- Websites: You've Only Got 3 Seconds
- Usability Studies 101: Follow the Eye
Joseph Carrabis is CRO and founder of NextStage Evolution and NextStage Global and founder of KnowledgeNH and NH Business Development Network. Read full bio. He was recently selected as a senior research fellow and board advisor for the Society for New Communications Research.