MediaPost: Planning 101 - Beyond Price and Placement

MediaPost's Corr Treffiletti discusses some of the things you should consider beyond price and placement when creating a media plan.

1. Share of Voice
   
2. Clutter
   
3. Creative Rotation

[MarketingFix]

ClickZ: Google Buys Applied Semantics

Applied Semantics is one of Overture's top 10 partners, generating traffic for Overture's paid listings through its DomainPark program. It's unlikely Google will allow Overture's paid listings to remain part of the DomainPark program long term. The move would deny Overture traffic and simultaneously give Google new exposure. [...]

Google's contextual program has been up only since early March as a formally announced endeavor. It already has much wider distribution than Applied Semantics's program. Google was obviously comfortable launching its own program without Applied Semantics technology. [...] So by acquiring Applied Semantics, Google gains employees versed in the contextual ad space, an engineering team with its own unique ideas and methods of powering contextual ads, plus a few existing partnerships.

Maybe Google was comfortable doing contextual ads on its own, but advertisers report results that are inferior by far to search engine ads. This might have been the main driver behind this acquisition, rather than revenue related to domain parking. Anyway, it hurts Overture no matter what.

[MarketingFix]

B-to-b marketers seeking more direct conversations with their customers have begun turning to that most personal of forums: the Weblog. Corporate Weblogs aren't exactly sweeping the marketing world, but early adherents say they offer real power to connect with increasingly message-wary -- and message-weary -- audiences in a new and engaging way... [bBlog: A sales, marketing and business weblog | XPLANE]

Blogging and the eCommunication Paradigms: 10 principles of the new media scenario. It is available online from today the first draft of my paper to BlogTalk, the first European Weblog Conference: Blogging... [Blog Logic]..

Rogers Cadenhead is doing a book on Radio to be published this summer by Sams Publishing. Chapter 1 is on the Web for your review. Very cool! Thanks Rogers. [Scripting News]

Spam at Work on the Rise [eMarketer]

Business Internet users in North America will go from receiving roughly 10 spam messages per day this year to receiving 41 per day by 2008, reports Ferris Research. This should mean big business for anti-spam solution companies.