Affiliates & Brand Name Keyword Advertising

From: Karen Laughlin <karenlaughlin_at_cox.net>
Date: Wed 01 Oct 2003 09:44:02 -0500

I wanted to get some feedback on prohibiting affiliates and other
partners from purchasing advertising based on brand name keywords, both
creative unit based advertising (buttons and banners) and search engine
marketing. This is coming from a strong brand name with many channels of
distribution on and offline.

We agree to pay them for the business they bring us, but shouldn't it be
new business? As an online marketer, it a) competes with my own
listings/advertising b) may give customers a bad experience if they are
looking for our brand and can only find affiliates. Should the strategy
be offensive or defensive?

Thanks,

Karen

Karen G. Laughlin
karenlaughlin_at_cox.net




Received on Wed Oct 01 2003 - 09:44:02 CDT