As the Text Points Out, Advertisers Use a Combination of Quantitative

question 2

Essay

As the text points out, advertisers use a combination of quantitative and qualitative factors when evaluating the suitability of different media options for inclusion in an advertising campaign. An advertiser of fine foods is seeking to place some advertising on popular foodie websites. The table below shows available data for a selection of popular websites. Comment on the suitability of the websites for a marketer of fine foods.
$\begin{array}{|l|l|l|l|l|}\hline \text { Web Site } & \begin{array}{l}\text { Unique } \\\text { Visitors }\end{array} & \begin{array}{l}\text { P age } \\\text { Impressions }\end{array} & \begin{array}{l}\text { Average Time } \\\text { Spent on Site }\end{array} & \text { Core Demographic } \\\hline \text { Taste.com.au } & 1,984,000 & 31,390,000 & \text { n.a. } & \begin{array}{l}\text { Female, aged 25- 49 } \\\text { earning p.a. }\end{array} \\\hline \begin{array}{l}\text { Australian G ourmet } \\\text { Traveller }\end{array} & 179,631 & 1,100,500 & 7 \text { minutes } & \begin{array}{l}\text { Male and Female AB } \\\text { socioeconomic }, \\\text { aspirational s egm hea } \\\text { spenders on dining ou } \\\text { lifestyle products }\end{array} \\\hline \text { Donna Hay Online } & 115,000 & 95,000 & \text { 3 minutes } & \begin{array}{l}\text { Female, aged 25- 39, } \\\text { pref } \text { or } \\\text { to at home and enjoy } \\\text { entertaining }\end{array} \\\hline\end{array}$

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Definitions:

Specialty Ingredients

Unique or high-quality ingredients used in food, cosmetics, or other products that are often sourced from specific locations and may enhance the product's appeal.

Menu Items

Specific foods or beverages offered for selection by customers at a restaurant or food service establishment.

Point-of-purchase Advertising

This refers to marketing materials or advertisements placed in areas where the actual buying decision is made, such as checkout lines or the supply aisle of stores.

Trade Promotion

Marketing activities that are undertaken to boost sales of a product or service, usually through incentives like discounts, samples, or special offers.