Searching for a new direction

April 2006
Brand Strategy;Apr2006, Issue 201, p44
Trade Publication
The article focuses on the emergence and popularity of search marketing strategies in the digital age, citing techniques and challenges with a cross-section of clued-up brands. There are external and internal search strategies using both in-house and agencies. Search strategies also work as direct response tools, and has brand medium functions. INSETS: Participants;Search Glossary.


Related Articles

  • Regaining Control in a Consumer-Driven Marketing World. Haire, Thomas // Response;Jul2013, Vol. 21 Issue 10, p4 

    An introduction is presented in which the editor discusses the changes in the journal brought about the by the changes in the marketing sector, particularly of the intersection of direct, digital, and data-driven marketing.

  • Learning to sell the sizzle and the sale. Nucifora, Alf // Business Journal Serving Fresno & the Central San Joaquin Valley;7/7/2006, Issue 323579, p4 

    The article comments on trends and issues on direct response and traditional brand advertising in the United States. Larry Rowen, a principal in the firm RowenWarren, which is a fully-service marketing and creative agency, claims the difficulty of combining direct response and traditional brand...

  • You Cannot Measure Broadcast Media by Phone Calls Alone. Battisto, Mike // Response;Jan2014, Vol. 22 Issue 4, p43 

    The article discusses tips for marketers on how to effectively measure the impact of mass media advertising on consumers. It advises marketing agencies to conduct isolated test in select markets where in consumers use one media channel such as radio and measure the change in searches. It notes...

  • The Top 10 Factors to Selling Fitness: Part I. Stohler, Collette // Response;Jan2014, Vol. 22 Issue 4, p44 

    The article discusses several important factors to consider when selling fitness through direct response television (DRTV). It advises fitness owners to choose models who can keep their products and showcase them by demonstrating several amazing moves. It also suggests the importance to select...

  • Retail in Reverse. Pugatch, Courtney Beth // Response;Sep2007, Vol. 15 Issue 12, p44 

    The article focuses on the emerging popularity of advertising retail products through direct response channels in the retail sector in the U.S. The integration of branding and direct response (DR) has changed how products are being marketed. Through reliable tracking systems, brands develop...

  • In Less Than 2 Decades, DR Rises to the Top of the Marketing World. Haire, Thomas // Response;Sep2011, Vol. 19 Issue 12, p6 

    An introduction is presented in which the author discusses various direct response marketing strategies focused by the journal in previous issues.

  • Selecting Product Development Projects: Pioneering versus Incremental Innovation Strategies. Ali, Abdul; Kalwani, Manohar U.; Kovenock, Dan // Management Science;Mar93, Vol. 39 Issue 3, p255 

    In this paper, we investigate project selection choices of duopolists facing two alternatives: undertaking a "pioneering" type project (Type A) aimed to develop a highly innovative product, or an "incremental innovation" type project (Type B) aimed to develop a less innovative product such as...

  • Entry strategy and long-term performance: Conceptualization and empirical examination. Green, Donna H.; Barclay, Donald W.; Ryans, Adrian B. // Journal of Marketing;Oct95, Vol. 59 Issue 4, p1 

    A product entry strategy--the timing of entry, the magnitude of investment at entry, and the area of competitive emphasis at entry--affects long-term performance in the marketplace. The authors develop the Entry Strategy Performance Model (ESPM) and propose an encompassing framework for product...

  • Becoming the Organization of the Future. Fuller, Stephen H. // Journal of Business Ethics;May82, Vol. 1 Issue 2, p115 

    Becoming the organization of the future is the number one challenge facing every organization. It is more important than a major technological breakthrough, developing a new product or implementing a successful marketing strategy. Building an organization for the future is not a side issue. We...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics