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Posts: 170
2 months ago
A hot growth area in interactive marketing is paid search.  How does this type of ad work?
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Marketing Management
Edition: 13th
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The search terms serve as a proxy for the consumer's consumption interests and trigger relevant links to product or service offerings alongside search results.  Advertisers pay only if people click on the links, but marketers believe consumers who have already expressed interest by virtue of the search are prime prospects.
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