Words Still Matter in Advertising

[arcos]

New SEW article (http://searchenginewatch.com/showPage.html?page=3628977) looks at the shifting power of words in advertising, from the heyday of broadcast media to search today:

"Words retain their crucial importance in ad campaigns to this day, but to an ever-growing degree, the role of listening and remembering now falls on the shoulders of marketers, and the memorable words are not necessarily their own. Increasingly, they are the search terms used by their customers, which provide a window into those customers' wants and desires."

[beu]

so true arcos, also important to use words in other formats so as to influence users and the words they query.

[cryptblade]

Honda's Element (that... ugly boxy van/suv whatever...) created a whole bunch of funny/bizarre ads with animals and the Honda element. Crabs, platypus, etc. I personally loved the crab ("I want to pinch").

Supposedly they reasoned that those keywords would be cheaper to buy. To my knowledge, they're the only ones to approach it this way - anyone else knows of others, where advertising are being mixed with search?