For Travelocity, TV is key to boosting search numbers

11/1/2006 | Advertising Age (tiered subscription model)

Looking to attract more users directly to its site, Travelocity increased its TV ad buys in the first six months of the year, shifting money from its newspaper and radio promotions to accommodate the boost, AdAge reports. "The dirty little secret to search [engine advertising] is you make money buying your own brand name, but on generic terms, the clicks are more expensive and the return is low," Travelocity CMO Jeffrey Glueck said. "So how do you get those customers to search you out by brand name? You do more TV advertising."

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