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Key Concept #1:

The first concept that I have learned is using off brand logo to have a continual interest in an individual that is no longer a front runner in a certain area and as generations continue their memory fades. As the Jordan logo starts to faded they needed to renew interest in his logo and continue his legacy through younger generations. The company used off bran marketing by bringing the individual who got the spot over the legendary Michael Jordan. The New York firm Wieden + Kennedy promoted a story not around Michael Jordan but essentially an individual who took his spot which took his fan base and devoted individuals to his logo for a surprise. The advertising gets based around an individual named Leroy Smith in which helped promote his brand. The concept is that direct marketing is not always useful sometimes you need a catalyst to restart a dying logo which could come from anything. With the restart they watched blog sites and targeted key information off those to adjust their marketing. Would we consider off brand marketing and or blog sites a reasonable adjustment for our advertising?

Key Concept #2:

The second would be the in depth empirical analysis and what kind of words or description seems to help increase the click through rates and position of your page.  The advertisements that have retailer specific information gains a 14% click through rate. Continuing expanding the brand shows that leads to a decrease rate of almost 57%. This shows that you should keep the words as closely related the company as possible and not stretch for words that might describe the concept. Words that explicitly describe the company in the advertisement have a significantly higher click through rate.  This goes with long words are more specific as shorter words are more generic so pending type of company may require which choice you make. The question is how do you decide upon how specific the word choice should be for your advertisement?

Skillset/Learned:

The combination of both key concepts are defiantly crucial skillset I learned. They bring a new aspect of marketing that I never considered which is bringing in a related topic to the marketing aspect of the company. By doing so we need to use the second concept to analysis the success in which that advertising would bring. This is by identifying the specific word length and if you will keep you generic or particular in the words used. Second would be how to play around with the retailer coefficient and not the brand to maximize the click through rates. Also in to increase the rate is the keep all terms and sentences explicitly associated with the brand. How do you keep the click through rates high with generic words to help display your advertising?

Journey:

As this semesters continues and every week the material adds more in depth look at how to maximize your results for the company you are advertising for becomes clearer. The article allowed so to take a look into new form of marketing concept in which I see us applying a seminar ran by ASTD to the advertising to pick up more click through rates such as the Jordan article. Also gathering these two key concepts I think the length of our key word choice will be essential to look at. Also the company input to see how they would view their company. Since the start of this I have grown in which I have a conceptual understanding in hoe marketing should be for the company and how to maximize the results.