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May 17, 2004
What's the Value of Brand Advertising?
John Battelle's Searchblog: What's the Value of Brand Advertising?. A great question. Most of the stuff on the Internet is all about direct response, but that's not the way lots of purchases work. It's not like you think I need Tide and then you click on it 90% of the time. More like, you see Tide a bunch of times (frequency) and lots of people see it (reach) and eventually when you buy a detergent, you see it and say, yup I like it. That would be like car guys blitzing people just in the 1 month they want to buy a car. It is often way too late by then. That's what image is all about. That's not to say direct response and brand don't live together. They just have different purposes. Depending on the play you are running and the playfield of course :-)Posted by rich at May 17, 2004 10:58 PM
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