Search engine advertising in web retailing : an efficiency analysis

This study examines the efficiency of search engine advertising strategies employed by firms. The research setting is the online retailing industry, which is characterized by extensive use of Web technologies and high competition for market share and profitability. For Internet retailers, search engines are increasingly serving as an information gateway for many decision-making tasks. In particular, Search engine advertising (SEA) has opened a new marketing channel for retailers to attract new customers and improve their performance. In addition to natural (organic) search marketing strategies, search engine advertisers compete for top advertisement slots provided by search brokers such as Google and Yahoo! through keyword auctions. The rationale being that greater visibility on a search engine during a keyword search will capture customers' interest in a business and its product or service offerings. Search engines account for most online activities today. Compared with the slow growth of traditional marketing channels, online search volumes continue to grow at a steady rate. According to the Search Engine Marketing Professional Organization, spending on search engine marketing by North American firms in 2008 was estimated at $13.5 billion. Despite the significant role SEA plays in Web retailing, scholarly research on the topic is limited. Prior studies in SEA have focused on search engine auction mechanism design. In contrast, research on the business value of SEA has been limited by the lack of empirical data on search advertising practices. Recent advances in search and retail technologies have created datarich environments that enable new research opportunities at the interface of marketing and information technology. This research uses extensive data from Web retailing and Google-based search advertising and evaluates Web retailers' use of resources, search advertising techniques, and other relevant factors that contribute to business performance across different metrics. The methods used include Data Envelopment Analysis (DEA), data mining, and multivariate statistics. This research contributes to empirical research by analyzing several Web retail firms in different industry sectors and product categories. One of the key findings is that the dynamics of sponsored search advertising vary between multi-channel and Web-only retailers. While the key performance metrics for multi-channel retailers include measures such as online sales, conversion rate (CR), c1ick-through-rate (CTR), and impressions, the key performance metrics for Web-only retailers focus on organic and sponsored ad ranks. These results provide a useful contribution to our organizational level understanding of search engine advertising strategies, both for multi-channel and Web-only retailers. These results also contribute to current knowledge in technology-driven marketing strategies and provide managers with a better understanding of sponsored search advertising and its impact on various performance metrics in Web retailing.

Influence of timing of milk consumption coupled with endurance training on body composition and endurance training adaptations in humans.

Consumption of low-fat milk (LFM) after resistance training has been shown to have positive influences on body composition and training adaptations; however, little research has examined the effects of LFM consumption following endurance training. The purpose of the study was to look at the effects of combining additional servings of LFM following endurance exercise on body composition, bone health, and training adaptations. 40 healthy males were recruited. Individuals were randomized into 4 groups – DEI (750mL LFM immediately post exercise), DEA (750mL LFM 4 hrs prior to or 6 hrs post exercise), CEI (750mL carbohydrate beverage immediately post-exercise), and CEA (750mL carbohydrate beverage immediately post-exercise). Participants took part in a 12-week endurance training intervention (1 h/day, 3 d/wk, ~60% max HR). 22 participants completed the study. Analysis showed significant increases in lean mass, spinal bone mineral content, relative VO2peak, and a decrease in Trap 5β across all groups (p < 0.05).