NONE: Re: ONLINE-ADS>> Question of ethics...

NONE: Re: ONLINE-ADS>> Question of ethics...
Re: ONLINE-ADS>> Question of ethics...
Michael J. Sexton (preinc_at_mail.albany.net)
Sun, 17 Aug 1997 14:04:57 -0500 (CDT)

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At 11:47 AM 8/14/97 -0400, Rob Frankel wrote:

>NONE of this should matter to you if your advertising "cretaive" is any good
>at all. WE've been cranking out hard-hitting, competitive ads for years and
>never once needed to directly label a competitor by his/her name.
>
>The key is making your product/service the star. If you're leaning on the
>competition to make your pitch, you're not trying hard enough.

This thread may have gotten a bit muddled I think.

I agree with Rob so far as we are discussing the content of your site that
viewers will see. Remember, however that this discussion started with a
focus on keywords. The narrow point to this is whether it is ethical to use
a trademarked word as a KEYWORD ONLY. Here we need to focus on the words
that will bring people to a site from a search engine. If you can imagine
that someone would use a word to find your client's product then it should
be used as a keyword. People will use the word "xerox" when they really
mean "copier" and "coke" when they mean "cola." Those words should be used
as keywords and hidden in the <head> of the index page. Those are the words
that people will use to find your site. The spiders must find these words
if you are to be properly indexed.

Otherwise, with respect to the content that the average surfer sees, I
agree with Rob. Make your product the star, not the other guy's product.

Mike

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