Ad Web Audience Targeting

Defining and targeting an audience are vital steps in great communication.  In publications, the ads are an excellent representation of who the targeted audience is.  Websites of these publications also target an audience but with an added dimension, the ability to individually target the viewer (audience.)  The ads vary by the choices selected within the publication website thus, redefining the audience.

Forbes website was the chosen publication to illustrate this changing targeted audience.  On the homepage of Forbes, the ads are geared toward a well-defined target group.  The initial ads were for Wall Street Journal; government tax programs; CD bank rates; oil dividends; filmmaking courses; and senior cell phone plans.  Together, these ads are for older wealthy businessmen. These are representative of the homepage initial ads.  The target audience is towards one who is interested in financial issues of taxes, CD notes, dividends, and business news from the WSJ…a businessman of diverse monetary concerns.  Definitely, the “senior plan” refers to an older generation.  The filmmaking courses also reinforce the older target group with an advertisement for a new hobby or starting a new business.  This is an extremely focused target audience.

Having the advantage of real-time viewing, websites can narrow the target audience.  When a viewer chooses a selection, a story or an article, the site chooses ads focusing on the audience’s interests.  If the chosen article deals with businesses with negative issues then the ads may change to customer service aids for businesses, insurance ads, or company improvement ads.  Relating the ads to the different types of articles narrows the targeted audience.

Another audience-targeting dimension of websites is third party advertising, directly targeting the individual viewer.  Third party advertising is advertisers which monitor viewers’ web surfing on their computers.  Directing ads of the real-time viewer’s interests allows the publication to broaden its audience.  These viewer-interest ads frame the articles with familiar and personal target ads.  Even though these ads may not have any connection with the article or the publication, the audience is familiar with these ads.  This frame may keep them reading the articles.  This allows for various changes so the targeted audience is the viewer even if the viewers do not fit the original targeted audience.  A young want-to-be businesswoman planning to start her own business would now be a targeted audience.  This real-time changing redefines the target audience as the current viewer to keep them interested in the publication even if they may not initially seem to be the audience targeted.

Concluding, this publication’s ads were aimed at a senior population of wealthy businessmen.  In general, this is the overall targeted audience but with websites drawing in different audiences with a specific article, the website uses ads to include the new audience in real-time viewing.  This advantage allows websites to reframe the site to include the viewer.  This is the magic of website ads – framing articles with advertising content this viewer is interested in seeing.

By Kentrina Freeman, Liberal Arts Major – IUPUC

Comparison and contrast of Newegg and TigerDirect

Today I am comparing and contrasting two consumer electronic business websites. Newegg is an award winning site for being one of the best sites to buy electronics by the web. TigerDirect focuses its success around electronic computer sales, along with retail stores to help with continued revenue. Let’s compare and contrast both companies’ websites. Comparing the site’s design, layout, and who the target audience is they are trying to focus. Also comparing to products both companies have on its websites. Contrasting what both sites do to stay ahead of the competition.

When you go to Newegg’s home page the first thing to catch any customers’ eye is the sale and saving ads playing at the center of the page. It’s a good way to keep the customer interested. Furthermore the next focus it wants the customer on is all the other deals, best sellers, and what other customers have browsed and bought. Not only that, it also had ads of Super Smash Bros on the outer edge of its webpage. Newegg’s current focus towards the consumer market is on college students, gamers, and everyday electronic users. My personal experience with this site is I bought my current computer parts on this site. It was easy to do research on the site alone. My research was easy given other customers’ reviews, along with on-site help finding parts compatible with each other. The parts prices were cheap, they arrived on the scheduled day, and the packaging was in great condition.

TigerDirect’s Home page is more simply for a newer guest to browsing the market for electronics. Having the same set up that draws the eye of attention on the fall saving sales, and deals scrolling across the center for the headline on the site. Its nesting of products is easy to find as well placed under the scrolling deal section. Mouse over this product search section it opens up for more products that draw less attention, such as: cameras, hard drives, smart watches, and surveillance products. TigerDirect keeps its site more simple color and layout wise from Newegg’s high designed layout. Its advertising on its site is on fall deals for every customer, but also on the football fans with football players displayed on TVs, laptops, and tablets. My personal experience with this site is the same with Newegg’s, but a better deal on the processor I was looking for. On time delivery, good condition packaging, but I spent less time on the research since I already knew what processer I was looking for.

Pricing of both sites varies on the products, both them have. Comparing the price of one product that both sites, is the Lenovo Y50 Intel core i7 laptop. TigerDirect lists the product for 1,179.99 from its original price of 1,249.99. TigerDirect advertises all the major details about the product to draw in the customer in, along with the option for warranties and accident protection for a big price. Newegg’s original list price is 1,299.99 but the 70.00 savings have made it 1,229.99 just a bit more than TigerDirect’s. Newegg though offers a free software package of a value of 200.00, along with the customer’s choice of parts in the laptop to make it less or more in price. To conclude Newegg’s price it offers warranties for less money and less timed covered as well.

Furthermore these sites have reasonable prices on products that the other site might have or doesn’t have. Newegg’s site has a lot of advertising, unlike TigerDirect’s site that targets upcoming releases, or hot deals the site is having. TigerDirect keeps its site simple and to the point with the viewer’s focusing on lower prices and customers that want the best electronics for football season. Newegg’s target audience leans toward the younger audience of gamers, and college students. TigerDirect’s target audience more the middle to older aged audience for the football guys out there. As for my personal experience with both sites they both have great qualities of information on the products, along with the pricing and customer support on customer’s needs. This concludes my comparison and contrast of both Newegg and TigerDirect.

What Do Your Walls Say About You?

Stop what you’re doing right now and look.  Look at the walls in your office if you have one.  Scan the top of your desk, your file cabinets, side tables, computer stations, ect.

If this person were an attorney, would you trust him with your case?

Look with fresh eyes as if it were someone else’s office.

What do you see?  Controlled chaos?

What does it say about you?  Neat? Disorganized?  Unproductive?  A potential fire hazard in the making?

Business professionals should be use to thinking about their appearance by now.  Every wise manager knows that, on the job, you dress for the position you want, not the one you have.  But how often do those same people think about what message their surroundings are saying to others?

Your work environment maybe be your happy place on the job, but the message it sends to others should be consistent with the one you’re trying to send through your appearance, your skills, your conversations, etc.

Impressive!

Do they clash?  Or do they support each other?

In today’s competitive market, don’t overlook this crucial piece of the puzzle. When it comes to your workspace, consider these items:

–         Does your workspace convey efficiency and organization?  Or are your walls lost opportunities to sell yourself instead?

–         Is your college degree (should you have one or more) prominently displayed on the walls?  If not, get it up there.  If you don’t have walls or can’t hang personal items, invest in a small table-top easel and place it on a filing cabinet or side table.

–         Do you have any awards, merits or other honors that are frame worthy and display friendly?  If so, put them out there too, but avoid clutter.  The idea is, if you have professional designations to brag about, do so in a tasteful manner.

Now that’s more like it!

–         Is your desktop some place where pieces of paper go to die?  If so, now is the time to get organized.  Raid the supply cabinet for hanging file folders, develop a system, then use it.

–         But don’t wipe the slate completely clean!  A wide open expanse of clean desk top may be nirvana to neat freaks but to others it may say this person doesn’t have enough to do. 

The point is, bring order to the chaos, promote your accomplishments and send a message that you’re organized and dependable.  If it looks and sounds like you know what you’re doing, people usually will believe you.

– Robin Fritz, Adjunct Lecturer, Division of Business, Indiana University – Columbus

As Grammar Goes, Verbs are the Spice of Life

Inexperienced writers often suck the very life out of their prose by taking energetic verbs and turning them into dull, lifeless nouns.  Consider the following:

Example:    Today’s stock price elicited a disappointed reaction among the shareholders.

Revision:    Today’s stock price disappointed the shareholders.

 Example:    It is our expectation that we will see productivity improvement when the new computer system comes online.

Revision:     We expect more productivity when the new computer system comes on line.

 When revising a business report, press release, employee newsletter or company-wide email, be sure to look specifically for those weak noun structures and replace them with vigorous, active verbs.  Not only will you gain clarity in the process, but your writing will be leaner too.

– Robin Fritz,  Adjunct Lecturer, Indiana University-Columbus

Pro and Cons of Telecommuting

I believe that telecommuting started to become popular in the twenty first century.  This is when computer and Internet technology really started to advance.  More people than ever before now own a cell phone.  Very powerful computers including laptop computers started to become very affordable and popular for people to own in their own home.  High speed broadband Internet became much more affordable and available to many more people than in the past.  There was also the desire for more people to be able to spend more time with their family at home than to have to travel to and from work each day.

The major advantage for someone to telecommute is the ability to work from home.  I do believe that this can be a major advantage for many people.  Some people have families with children where they would like to stay close to at home.  In this case telecommuting can be a major advantage to them if the job has very flexible hours working in a very relaxing environment at home.  Most people that do telecommute every day from home have a separate area in their home away from the rest of their family so that they can focus on their work.  I do believe that telecommuting is very popular for stay at home parents.

Telecommuting can reduce the amount of money that is spent on gas.  With gas prices over three dollars a gallon now in many parts of the country, it might make sense to work from home more often than to drive to work every day.  This can really benefit the environment.  The life of a person’s car can be extended as well by not driving to work everyday. The telecommuter might be able to focus more doing their work from home then having to deal with the daily office distractions.

Telecommuting might also open up the job market for some individuals.  The economy in the U.S. is not really doing well right now.  Some people might have to look for a telecommuting job online in another state.  In the past if someone wanted to work for a company in another state, they more than likely had to relocate to another state.  Now they can just work from home anywhere if they were to get hired.  Telephones including cell phones, web cams,  and video conferencing might be used if the telecommuter has to talk with coworkers and managers in another state.

The major disadvantage of telecommuting is that there is no daily social interaction with coworkers and managers.  This could make it harder for some telecommuters to get promoted because managers do not see their employees daily.  Telecommuters can also sometimes be lonely.  The telecommuter has to really be self-motivated to be able to work every day from home because some people consider the home to be a place to relax and not work.  Some people might have a hard time separating their work life from their personal life working at home everyday.  Telecommuters working from home might be easily distracted from work if they do not have a separate area in their home for work.

Telecommuting does have some advantages and disadvantages.  Full time telecommuting is not for everyone.  It depends on what the person’s personal situation is at home and what type of job they would prefer to do for a living.  I do believe that full time telecommuting is not for someone who is single because they might desire the social interaction with people by going to work every day.   A telecommuting job might be more appealing for someone that has a family at home.

Personally, I do not believe that I would like or enjoy a full time telecommuting job but I would consider a job with some telecommuting work at home after I am done with college.  I would be someone that would enjoy going to work every day and having interaction with my coworkers and managers than someone that just does their work on the computer at home every day.  There are many benefits to a job that has some part time telecommuting.

I do believe that telecommuting will keep on getting more popular in the future because technology just keeps on advancing.

By Eric Shepherd-IUPUC Business Major, Ivy Tech Alumni