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.

Keyword Competition and Determinants of Ad Position in Sponsored Search Advertising

Given the significant growth of the Internet in recent years, marketers have been striving for new techniques and strategies to prosper in the online world. Statistically, search engines have been the most dominant channels of Internet marketing in recent years. However, the mechanics of advertising in such a market place has created a challenging environment for marketers to position their ads among their competitors. This study uses a unique cross-sectional dataset of the top 500 Internet retailers in North America and hierarchical multiple regression analysis to empirically investigate the effect of keyword competition on the relationship between ad position and its determinants in the sponsored search market. To this end, the study utilizes the literature in consumer search behavior, keyword auction mechanism design, and search advertising performance as the theoretical foundation. This study is the first of its kind to examine the sponsored search market characteristics in a cross-sectional setting where the level of keyword competition is explicitly captured in terms of the number of Internet retailers competing for similar keywords. Internet retailing provides an appropriate setting for this study given the high-stake battle for market share and intense competition for keywords in the sponsored search market place. The findings of this study indicate that bid values and ad relevancy metrics as well as their interaction affect the position of ads on the search engine result pages (SERPs). These results confirm some of the findings from previous studies that examined sponsored search advertising performance at a keyword level. Furthermore, the study finds that the position of ads for web-only retailers is dependent on bid values and ad relevancy metrics, whereas, multi-channel retailers are more reliant on their bid values. This difference between web-only and multi-channel retailers is also observed in the moderating effect of keyword competition on the relationships between ad position and its key determinants. Specifically, this study finds that keyword competition has significant moderating effects only for multi-channel retailers.

1969 Advertising Recommendations

Highlights from the creative presentation made to Lightning Fastener for the 1969 campaign.

Can low domain knowledge be compensated for when using the internet? /

Previous researchers have found that learners do not benefit fi-om using the Internet when domain knowledge is low. The purpose of the current study was to investigate possible methods to compensate for low domain knowledge. Specifically, the presence of notes, more time to search the Internet, and high levels of motivation to use the Internet were examined as possible compensating factors. Sixty Political Science and Kinesiology undergraduate students were randomly assigned to one of three conditions. Students searched the Internet for an hour prior to vmting an essay with notes present, searched the Internet for an hour prior to writing an essay without notes present, or did not search the Internet prior to completing an essay. Each participant completed the same two essays, one corresponding to a high knowledge domain and another corresponding to a low knowledge domain. First, the presence of notes did not significantly improve essay scores in comparison to the absence of notes. Second, learners did benefit fi-om using the Internet for 1 hour in comparison to their peers who were not exposed to the Internet, regardless of level of domain knowledge. Third, high levels of motivation did not affect essay performance. A discussion of why time may have compensated for low domain knowledge while notes and motivation did not is included. In addition, methods that may compensate for low domain knowledge when time is restricted are suggested.

Assessing evaluative measures for Internet-based courseware

Although there is a consensus in th~ literature on the many uses of the Internet in education, as well as the unique features of the Internet for presenting facts and information, there is no consensus on a standardized method for evaluating Internetbased courseware. Educators rarely have the opportunity to participate in the development of Internet-based courseware, yet they are encouraged to use the technology in their learning environments. This creates a need for summative evaluation methods for Internet-based health courseware. The purpose ofthis study was to assess evaluative measures for Internet-based courseware. Specifically, two entities were evaluated within the study: a) the outcome of the Internet-based courseware, and b) the Internet-based courseware itself. To this end, the Web site www.bodymatters.com was evaluated using two different approaches by two different cohorts. The first approach was a performance appraisal by a group of endusers. A positive, statistically significant change in the students performance was observed due to the intervention ofthe Web site. The second approach was a productoriented evaluation ofthe Web site with the use of a criterion-based checklist and an open-ended comments section. The findings indicate that a summative, criterion-based evaluation is best completed by a multidisciplinary team. The findi~gs also indicated that the two different cohorts reported different product-oriented appraisals of the Web site. The current research confirmed previous research that found that experts returning a poor evaluation of a Web site did not have a relationship to whether or not the end-users performance improved due to the intervention of the Web site.

Preadolescents' internet usage : psychosocial implications /

Preadolescent Internet usage is prevalent today. This thesis examined how Canadian preadolescents use the Internet, what they do when they are on the Internet, and why preadolescents are fascinated with the Internet. Eight quahtative categories were derived from the data. The categories are Downloading, Information Hunting, Consumerism, Virtual Nurturing, Gaming, Expressions of Violence, Chatting, and Music. By critically distilling and analyzing preadolescent Internet behaviour through the lens of behavioural and cognitive psychology, and explicating the amount of psychological, cognitive, and social learning that preadolescents may be exposed to on the Internet, and the attraction that is cumulatively a profound draw for a preadolescent audience, an argument will be made that Internet usage in preadolescents may impair their cognitive, social, and psychological development because of the impulse seeking and gratification priming that has been reinforced during the formative period of preadolescence.

Novices' learning from the Internet : an exploration of navigation behaviours, learner-related factors, and mental effort

The current study was an exploration of why some novices are more successful than their peers when learning from the Internet by examining the relations among time spent with relevant information and changes in invested mental effort during Internet navigations as well as achievement. Navigation behaviours and learner characteristics were investigated as predictors of time spent with relevant information and changes in mental effort. Undergraduates (N = 85, Mage = 20 years, 5 months) searched the Internet for information corresponding to a low knowledge topic for 20 min while their eye gaze and pupil size were recorded. Pupil diameter was used as an objective, continuous measure of mental effort. Participants also completed questionnaires or computer tasks pertaining to s e l f-regulated learning characteristics (general intrinsic goal orientation and effort regulation) and cognitive factors (working memory control, distractibility and cognitive style). All analyses controlled for general mental ability, reading comprehension, topic and Internet knowledge, and overall motivation. A greater proportion of time spent with relevant information predicted higher scores on an achievement test. Interestingly, time spent with relevant information partially mediated the positive relation between the frequency of increases in invested mental effort and achievement. Surprisingly, intrinsic goal orientation was negatively related to time spent with relevant information and effort regulation was negatively related to the frequency of increases in invested mental effort. These findings have implications for supports when novices guide their own learning, especially when using the Internet.

Advertising broadsheet for the book "Real Pen-Work Self-Instructor in Penmanship", [1881]

One advertising broadsheet titled Private Suggestions and Instructions-to-Agents how to sell the Real Pen-Work Self-Instructor in Penmanship and Patent Ink Capsules. There are sections on how to order, how agents sell the inks, how to send money, and more.

Copy of poster advertising “Grand Buffalo Hunt at Niagara Falls” with Bill Hickok, August, 1872

James Butler Hickok (1837-1876), also known as “Wild Bill” Hickok, was an American gun-fighter, scout and spy. He was involved in altercations with others while working for the famous express company Russell, Majors and Waddell (in 1861), and later while working as a wagon master, scout, and spy for the Union forces during the Civil War. These altercations resulted in the deaths of 4 people, but Hickok was acquitted in all cases. An embellished article written about him in Harper’s magazine helped contribute to his reputation as a western hero. He served as a deputy U.S. marshal and sheriff in Kansas in the late 1860’s, helping to bring law and order to a previously lawless area. He gambled considerably, and during a card game on August 2, 1876, was shot and killed. The cards he was holding (two aces, two eights, and a jack) became known as the "dead man's hand."

Online Anonymity and the Kantian Publicity Principle: Can the Internet Solve the Paradox of Tyranny?

Immanuel Kant’s publicity maxim states that other-regarding actions are wrong if their maxim is not compatible with their being made public. This has the effect of forbidding dissent or rebellion against tyranny, since rebels cannot make their intentions and plans public. However, new internet technologies offer public speech from behind the “shield” of anonymity, allowing dissent to be public but preventing reprisals from tyrants. This thesis examines not only this possibility, but the value of internet-based discursive spaces for politics, their viability as a mode for political communication, and their implications for Classical and Enlightenment approaches to politics and intellectual virtue. Anonymous internet communications favour logos-based reasoning and discourse, which, in the liberal-democratic tradition, is preferable to phronesis and its attendant elitism and chauvinism. These technologies can open new vistas for liberal-democratic politics.

Broadside advertising a Real Estate Auction in the Village of Niagara Falls [New York], July, 1836.

Benjamin Rathburn (1790-1873) was a builder, banker and hotel-keeper who was well-known for his work in the development and expansion of Buffalo in the 1830s. He also conducted business in the Village of Niagara Falls. He purchased large tracts of land (largely on credit) with the intent to sell the land at a profit. However, the sales did not meet his expectations and Rathburn found himself over-extended on credit, ultimately leading to his financial ruin.Jesse P. Haines (1793-1877) was an American cartographer who is credited with mapping the Villages of Lockport and Niagara Falls, New York.

Broadside advertising a Real Estate Auction in the Village of Niagara Falls [New York], July, 1836.

Benjamin Rathburn (1790-1873) was a builder, banker and hotel-keeper who was well-known for his work in the development and expansion of Buffalo in the 1830s. He also conducted business in the Village of Niagara Falls. He purchased large tracts of land (largely on credit) with the intent to sell the land at a profit. However, the sales did not meet his expectations and Rathburn found himself over-extended on credit, ultimately leading to his financial ruin. Jesse P. Haines (1793-1877) was an American cartographer who is credited with mapping the Villages of Lockport and Niagara Falls, New York.

Automatic Preparation of ETD Material from the Internet Archive for the DSpace Repository Platform

A big challenge associated with getting an institutional repository off the ground is getting content into it. This article will look at how to use digitization services at the Internet Archive alongside software utilities that the author developed to automate the harvesting of scanned dissertations and associated Dublin Core XML files to create an ETD Portal using the DSpace platform. The end result is a metadata-rich, full-text collection of theses that can be constructed for little out of pocket cost.

Liquor Advertising Regulations in Canada, 1938

A document describing provincial regulations for advertising liquor. The document appears to have been written by/for Seagram. At this time, the advertising of liquor is still prohibited in some provinces like Nova Scotia and New Brunswick. In order to still market to these provinces, the document states that "In order to reach this market the Company has used national magazines and other publications published outside these provinces but having substantial circulation within the above two provinces."

Canadian Advertising Requirements and Restrictions, by Province for the Distilled Spirits Industry as of September 23, 1976

A document outlining the rules and regulations for advertising liquor in Canada. The document is sorted by province and outlines the details for advertising, when allowed, in each province. The description of the contents reads "The purpose of this document is to provide a summary of Canadian advertising requirements and restrictions, by province for the distilled spirits industry as of September 23, 1976".