But for now, Twitter will be battling the likes of television and Facebook for brand-oriented ad dollars.

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Performance-based ads, those seeking to elicit an immediate purchase or other action, remain dominant, and even gained ground over more brand-oriented ads.

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Ms. LEE: Kids are brand-oriented and they know that Pizza Hut is a quality product, and so we do use a lot of brands.

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Even then, marketers will have to see solid results in either the brand-oriented metrics such as intent to buy or in sales driven directly from the ad before they move big budgets toward Twitter.

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T-Mobile is marketing itself as the value brand and is acquiring an even more value-oriented brand.

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On the heels of a recession and major earthquake, his youth-oriented brand is expanding aggressively.

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"When I was brought in, it was predominantly a Gulf-oriented brand, " Crickmore said.

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The company reported its youth-oriented brand, Hi, saw an 8% decline in outgoing SMS or text messages per customer in the first three months of this year compared with the first quarter of 2010.

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On the branding side of the business, CHRS is shifting more of its focus back to its primary Lane Bryant brand, while exploring the sale of some of its more expendable businesses, particularly the fashion-oriented Lady Bug brand.

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The combination of these two will create a very effective funnel for brand advertisers, Elowitz argues, by enabling them to combine broad brand-level messages with much more granular customer oriented ones.

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