Measuring the brand impact of search - Isolating and quantifying the value and effectiveness of niche brand communications on brand equity

Mark Greenstreet and Jonny Protheroe

This paper describes research undertaken to answer the questions “What is the branding effect of search advertising and how does it compare with other media?”.

Search marketing
Cross-media & multimedia effects
Integration strategy
Strategy

Measuring the brand impact of search – Isolating and quantifying the value and effectiveness of niche brand communications on brand equity

Mark Greenstreet and Jonny Protheroeævolve, Aegis Media, United Kingdom

INTRODUCTION

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