Marketing Campaign on Google, Yahoo, and WebMD for the CDC Breast Cancer Web Site-2006. Final Report

摘要

A 6-week, Web-based marketing campaign was conducted for the Centers for Disease Control and Prevention (CDC), Division of Cancer Prevention and Control's (DCPC) new breast cancer Web site. The campaign was timed to coincide with the United States' National Breast Cancer Awareness Month (October). The campaign goals were to promote the CDC's new breast cancer Web site, which went live on September 28, 2006, and to drive traffic to the site where people could: Learn about early detection and screening (including mammography), Find local resources for free and low cost mammography services, and Learn about breast cancer statistics that are available through CDC. The campaign involved keyword marketing on Google and Yahoo and a banner ad on WebMD. The Google campaign was activated by Information Ventures, Inc. (IVI) on Sunday, October 1, 2006. The Yahoo campaign started on Tuesday, October 3, 2006. Both campaigns were turned off by IVI staff at midnight on Saturday, November 11, 2006.