It might be more cost-effective for many small merchants in a neighborhood to advertise under one umbrella brand. By advertising as though they were a "virtual department sore" they could reduce their advertising overhead to something nearer that of a big box store. Of course they would retain individual ownership, management, creative control, and personal service. The brand's supporting web site should be built accordingly.
Google ought to advertise itself -- its own search properties such as Google Local and Froogle -- branded for local merchants' associations. Its recent acquisition of an ad agency could help:
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