Budget Rent A Car System, Inc.: Up Your Budget campaign
Mark LaneOVERVIEW
In 2005 Budget Rent A Car System, Inc., a key unit, with Avis, of the Cendant Car Rental Group, made its first foray into advertising on blogs (website digests typically maintained by one person or a small group of people). Blogs often focused on specific topics and thus attracted niche audiences, and they were known for their conversational tone and opinionated content. With a collective readership estimated at more than 30 million in 2005 and with extremely low advertising rates compared to TV, print, and traditional online...