Someone at Wharton putting together radio advertisements for their executive MBA program realized that it wastes a lot of time to read out a whole URL on the air, and it wastes a lot of money to buy a keyword on AOL (that most of the target audience can't use anyway). So why not just tell people to do a Google search for their program? They realize there's a slight risk that the results of the Google search will change, but they don't think it's too likely. After all, they are the right response if you search on the proper keywords (which they give out in the ad). Seems like a pretty smart move. I wonder if it will now become common to see people place "Google search terms: x, y, z" in their advertising.
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