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Branding online

Here's an interesting article about how Honda used internet advertising for branding purposes. The claim here is that online branding will become more popular than paid search engine placement.

This is more likely to benefit portals than smaller sites, and even portals have a tough time selling these ads because measuring their success is harder. With this sort of online advertising, one has to conduct before and after surveys tailored to discerning if customers were affected by the ads in question.