URL Structures in Advertising?

From: NeSmith eGroup <nesmithegroup_at_hotmail.com>
Date: Wed 23 Jan 2002 08:27:17 -0500

My organization is debating what type of URL structure
to put in place on our large web network. I work for
LifeWay, a large publishing comapany with many strong
subbrands. In an effort to build the corporate brand,
we have shut down the promotion of any/all individual
product URLs, and instead all subbrands must advertise
their URL as http://www.lifeway.com/subbrand/. Ive
proposed that we implement a new URL structure of
http://subbrand.lifeway.com. My boss says that this
will water down our corporate brand. Ive told him that
this URL structure has become a common practice (ie.
MSN.com, Yahoo.com, etc.) but he says I have to "prove"
that it is a better way to go, with supporting data,
articles, etc. Can anyone point me to any supporting
data that demonstrates that, from a marketing/advertising
perspective my recommendation is strong? Or am I way
off?

Steve NeSmith
Mgr, Online Marketing
LifeWay Christian Publishing



Regards,
Stephen W. NeSmith

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NeSmith eGroup
http://www.nesmithegroup.com

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Received on Wed Jan 23 2002 - 07:27:17 CST