In the chapter, a Sony marketing executive explains why the company switched fro

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.