Like Honda For Chocolate: Branding Via Keywords

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Direct response marketers have long been in love with search ads and their ability to reach users already on the hunt for specific goods and services. Now, some advertisers are taking a broader view of search, buying terms they want consumers to associate with their brands, even though the searchers clearly aren’t hunting for their products.

Honda has bought thousands of such keywords as part of a new campaign for its CR-V. While it continues to buy auto terms as well, the carmaker is acquiring keywords related to its new “Crave” theme, like “chocolate,” “banana splits” and “celebrity gossip”—all designed to bring searchers to a community Web site Honda created for users to collect and share craves.

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