http://battellemedia.com/archives/2004/09/judge_to_geico_go_forth_and_sue.php?utm_source=rss&utm_medium=rss&utm_campaign=judge_to_geico_go_forth_and_sue Thoughts on the intersection of search, media, technology, and more. Tue, 21 May 2013 16:33:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 http://battellemedia.com/archives/2004/09/judge_to_geico_go_forth_and_sue.php#comment-23279 Ochressandro Rettinger Fri, 01 Oct 2004 23:39:48 +0000 http://battellemedia.com/archives/2004/09/judge_to_geico_go_forth_and_sue.php#comment-23279 <p>Alex: Go to a Walgreens. Go to the pharmacy section. Look at a package of generic walgreeens brand medication. Note the "Compare to active ingredient in X" labelling on the package.</p> Alex: Go to a Walgreens. Go to the pharmacy section. Look at a package of generic walgreeens brand medication. Note the “Compare to active ingredient in X” labelling on the package.

]]> http://battellemedia.com/archives/2004/09/judge_to_geico_go_forth_and_sue.php#comment-23278 Alex Salkever Fri, 03 Sep 2004 18:37:21 +0000 http://battellemedia.com/archives/2004/09/judge_to_geico_go_forth_and_sue.php#comment-23278 <p>I think the TechDirt guys are missing the point here and the comp. is off. First off, you can't compare search engine ads to the supermarkets. Completely different ball of wax. When have you ever seen in a supermarket a product pitch or packaging for detergent stating "Get the same thing as Tide for 30% less!"? You haven't because Tide would never pay placement fees if the supermarket allowed that to happen. But in Google Tide would have no choice. It's either buy those slots or let someone else advertise directly against your name in a place where your customers will be. I think its a subtle difference but an important one. </p> I think the TechDirt guys are missing the point here and the comp. is off. First off, you can’t compare search engine ads to the supermarkets. Completely different ball of wax. When have you ever seen in a supermarket a product pitch or packaging for detergent stating “Get the same thing as Tide for 30% less!”? You haven’t because Tide would never pay placement fees if the supermarket allowed that to happen. But in Google Tide would have no choice. It’s either buy those slots or let someone else advertise directly against your name in a place where your customers will be. I think its a subtle difference but an important one.

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