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Ask.com Rolls Out New Awareness Campaign
By: Dwayne W. Waite Jr.
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Research on the Internet has come a long way.

Remember when Google was just coming out? What other search engines were out there? While we were in school there was Lycos. We had AOL Explorer, Yahoo, and MSN.

And then there was Ask Jeeves.

Ask Jeeves (.com) was funny, because it was set up like you were asking your butler to fetch information for you. Of course, when Google and the others started to pass the "funny" stage and catch up to Ask Jeeves on actual information delivery, things had to change.

Ask Jeeves became Ask.com.

Now as a subsidiary of InterActive Corp., Ask.com is rolling out a not-so-new campaign on a wider basis. The COO of Ask.com said that they are not looking for short-term successes, but this campaign is the beginning of an overall, longer campaign to get the public more aware of what Ask.com is able to do. The ads will appear on network and cable television, as well as cinemas and other out-of-home venues. Ask also plans to partner with several brands to get in front of other audiences.

A couple of their spots are below.






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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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