Ask Jeeves launches television advertising campaign
15 February 2005
Search company Ask Jeeves has announced that it will debut six television advertisements to promote its ask.com website.
This is the first advertising campaign for Ask Jeeves in more than four years and the company claims the adverts are part of its marketing efforts for the search engine, which also include online, out-of-home, and print advertising
"We believe the Ask Jeeves television advertisements will increase brand awareness, drive users to the site, and positively impact consumers' impressions of the brand," said Greg Ott, Ask Jeeves vice president of marketing.
"Over the past three years we have significantly improved the Ask Jeeves search experience with better relevancy, direct answers to search queries, local search results and personalization. So our marketing campaign emphasizes that Ask Jeeves is great for all kinds of web search."
The advertisements have been created by TBWA\Chiat\Day San Francisco and the 15-second spots will appear in rotation on national cable, primetime, and syndicated television.
The adverts feature the tag line: "Ask Jeeves. And get what you're searching for". In each commercial someone is seeking information from an "expert", but on a topic s/he is not an authority on and therefore cannot answer. The spots conclude with the suggestion to search Ask Jeeves, as it is a more authoritative source than these so-called experts because it uses its own proprietary technology to look at more than just the popularity of a site.
"What some people don't realize is that Ask Jeeves has everything that the other search engines have and quite a bit more," Joe Kayser, creative director at TBWA\Chiat\Day San Francisco, commented.
The television advertising is expected to reach a broader audience and narrow the brand gap between Ask Jeeves and leading search engine Google.
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