SEM questions for large companny

Branding question

[robyn_99]

I am doing some contract work for a major manufacturer that is embarking on their first SEM campaign in P4P/PI in the coming quarter. I was wondering if anyone on this board has any relevant experience they are comfortable sharing or if they can point me to some good research on the web that can help support this project.

I've also identified the questions below as appropriate, as I begin to craft their strategy:

- With a finite budget per model, what is the best strategy to promote each brand?

- How much inventory should be allocated per model?

- How can I quantify the effectiveness for any branding they may receive?

- Should they be buying their own brand name? How about their competitors?

- What engines to use and why?

- Which engines to not use and why?

I realize this is a lot of information to absorb... any support or data for any of these questions would really be appreciated.

Thanks!

[edited by: Marcia at 1:51 am (utc) on May 9, 2003]
[edit reason] Product specifics removed [/edit]

[NFFC]

Welcome to WebmasterWorld robyn_99

>I realize this is a lot of information to absorb

Yeah! Dumb it down a bit for us slower guys please. :)

[robyn_99]

First off, thanks for the welcome to Webmaster World. I've long been a spectator on this board and have learned quite a bit. I finally had some questions to post and was sure that I'd be able to get some help on this project.

That said, I'm not quite sure how to "dumb down" my post - I can certainly try to be more descript though... I am working on a project for one of the major Auto manufacturers, helping them with a strategy for Pay for Placement & Paid Inclusion for their upcoming fiscal year. Basically, I am looking for any pertinent information anyone on this board may have in dealing with:

- the Automotive industry in P4P and PI
- any major brands, specifically as it relates to some of the questions I posted initially (eg: should they buy their own brand name?)

Perhaps this post would be better suited for another area of Webmaster World? If so, I'd be more than happy to repost - either way, I appreciate any insight some of the *resident experts* can provide.

Thanks.