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Avatar Posted By: Doubleohd 201 days ago
Topic Type: News Story (Jump to http://adage.com)
Category: SEM Industry
Even though Search may do better in a recession due to it's tracking ability compared to off-line media, it's based on the consumer's ability to buy at the same moment they have the intent to buy, whereas off-line media is more TOMA based (Top Of Mind Awareness)for when the consumer has both intent and ability.

This "pull"-based advertising driven by consumer demand may see declines because people aren't buying the product after clicking an ad, which lowers the advertiser's return, and thus requires optimization, and potential budget pullbacks.
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from jennosborne 200 days ago #
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Interresting to see traditional media's take on this.


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