• by September 18, 2008

Pavan Lee of Microsoft Advertising is talking about the difficulty in studying Sony because of its high favorability rating, in the 90s, among consumers. However, it did find that branded terms were more effective in driving brnd lift than generic terms. Sony got a 9-point lift in "intent to buy" and a 5-point lift in "likely to recommend."

Interesting point here: Exposure to search drove a less positive attitude toward competitors' brands, she says, which Microsoft found "surprising."

Lee says they found a 10-point difference between the ROI of paid search versus organic search, adding that she thinks this is an industry first!