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MSN Search Marketing Plan Prepares for Takeoff

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Pamela Parker at Clickz gives offers an overview of the marketing/ad campaign MSN will utilize for the new MSN Search. The article says this will be MS's biggest online campaign ever. In addition to online advertising, you also see TV, print, and billboard advertising.

"It's the biggest global campaign since the introduction of the MSN butterfly," said Chris Cocks, director of global campaigns for MSN.

The online media plan includes intense exposure across the MSN network, as well as buys on sites inclucing CNET, Weather.com, USAToday.com and CBSSportsline.com.

"We tried to select sites where there's a high degree of usage by MSN users," said Cocks, explaining that the campaign was initially aimed at reaching those who already used MSN.

Parker also reports that TV and online advertising will drive most of the U.S. campaign but billboards and print will be used elsewhere.

More in the Clickz article: MSN Campaigns For Search Share in Integrated Effort. We first blogged about what MS was planning in November: Microsoft Prepares Massive Marketing Campaign for New Search Engine.


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