Dr Philip Alford, director of the Digital Hub in the School of Tourism at Bournemouth University, told the BBC that the size of the brand made a big difference to the effectiveness of paid searches.
Unfortunately, these models are fundamentally flawed in being biased to favor corrosive price promotion over brand-building advertising and to favor advertising cost efficiency over sales-growth effectiveness.
It might be refreshing for brand marketers to know that a new, non-digital medium has surfaced and its effectiveness is being proven by such brands as Unilever, State Farm, Gatorade and Verizon Wireless.