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4 - Sending Signals to the Customer with Ads

Published online by Cambridge University Press:  05 August 2011

Jim Jansen
Jim Jansen
Affiliation:
Pennsylvania State University
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Summary

Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you’re saying it like it’s never been said before.

Bill Bernbach, cofounder of Doyle Dane Bernbach (DDB), a worldwide creative advertising agency

Bernbach [1] was a pioneer in the modern advertising field, and as the quote in the epigraph states, advertising is about informing the customer with relevant information that addresses a need and is presented in an attention-getting manner. These are the factors critical for any advertising endeavor.

Type
Chapter
Information
Understanding Sponsored Search
Core Elements of Keyword Advertising
 , pp. 60 - 83
Publisher: Cambridge University Press
Print publication year: 2011

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References

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