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Lecture Notes for BMGT 450 - INTEGRATED MARKTNG COMM with Boyle at Maryland (UMD)

Notes Information

Material Type:Outline 1
Professor:Boyle
Class:BMGT 450 - INTEGRATED MARKTNG COMM
Subject:Business and Management
University:University of Maryland
Term:Fall 2008
Keywords:
  • Contemporary Perspective
  • Media Strategy
  • Display Ads
  • Particularly
  • Sweepstakes
  • Technology Services
  • Direct Response
  • Communication Objectives
  • Effective Way
  • Event Marketing
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Sample Document Text

BMGT450 Chapter 1 09/03/08 Google Case Study • • Mission: to organize the world’s information and make it universally accessible and useful Founded in 1998 o Grown into a company with annual revenues exceeding $16 billion and a market capitalization of nearly $200 billion o Publicly traded since August 2004 Ranked as “the most powerful brand” in the world in 2007 with an estimated brand value of $66.4 billion Co-founded by Sergey Brin and Larry Page to deliver relevant search results by favoring pages that were referenced or linked to by other web sites More than 60% of online searches are done using Google and the company’s name is a generic term for conducting online searches Almost all of the company’s revenue comes from selling advertisements associated with search keywords o In 2000 Google launched a keyword-targeted advertising program called AdWords that uses short text-only ads to maintain an uncluttered page design and to maximize page loading speed.  “sponsored links” • appear...

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