Advertising Age Article Abstract
Why a Strong Brand Is a Search Marketer's Best Asset
Travelocity Study Says Profits Come From Buying Your Own Name
CHICAGO (AdAge.com) -- For brand marketers using search, a brand name may be their best asset. That's the finding of a recent Travelocity study, which challenged assumptions around the "portfolio approach" to paid search, a common practice in which marketers buy a wide variety of both brand terms and nonbranded terms -- like when an automaker buys its brand terms but also buys "SUV" or "convertible." ...