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Title: In the chapter, a Sony marketing executive explains why the company switched fro Post by: mag90si on May 10, 2016 In the chapter, a Sony marketing executive explains why the company switched from paying for keyword search advertising only during product launches: “People search all year round, so from now on we’re looking at being ‘always on.’” Do you agree? Explain your answer.
Title: Re: In the chapter, a Sony marketing executive explains why the company switched fro Post by: padre on May 17, 2016 Students who agree may say that keyword search advertising should be available 24/7 because customers are likely to look for product information at any time, regardless of whether or when a new product was recently launched. Keyword search ads can also be used to support key retail partners throughout the year. Students who disagree may argue that product launches are the best time to use keyword search ads to build awareness of the new products and drive online traffic to the product site or retail site. These students may also say that no marketing budget is unlimited, so Sony needs to carefully allocate its spending to support major initiatives such as product launches.
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