In a paragraph or two, define search engine positioning and ...

[student77]

In a paragraph or two, define search engine positioning and explain how companies use it.

Question 2

In about 100 words, define and distinguish between emotional and rational branding.

[cuttiesgirl16]

Answer to Question 1

The combined art and science of having a particular URL listed near the top of search engine results is called search engine positioning, search engine optimization, or search engine placement. For sites that obtain most of their visitors from search engines, a high ranking that places their URL near the top of the list of links returned by the search engine is extremely important.

Answer to Question 2

Companies have traditionally used emotional appeals in their advertising and promotion efforts to establish and maintain brands. Branding experts Ted Leonhardt and Bill Faust have described brand as an emotional shortcut between a company and its customer. These emotional appeals work well on television, radio, billboards, and in print media because the ad targets are in a passive mode of information acceptance. However, emotional appeals are difficult to convey on the Web because it is an active medium controlled to a great extent by the customer.

Marketers are attempting to create and maintain brands on the Web by using rational branding. Companies that use rational branding offer to help Web users in some way in exchange for their viewing an ad. Rational branding relies on the cognitive appeal of the specific help offered, not on a broad emotional appeal. For example, Web e-mail services give users a valuable servicean e-mail account and storage space for messages. In exchange for this service, users see an ad on each page that provides this e-mail service.