1969 Advertising Recommendations

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

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.

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.

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.

In search of the Holy Grail : how viable is John Rawls' purely political conception of justice?

Please consult the paper edition of this thesis to read. It is available on the 5th Floor of the Library at Call Number: Z 9999 P65 Y68 1995

Depopulating the Political Sidelines: CBC News Online Forum and Public Spheres in Canada

The subject of the Internet's potential to foster a public sphere has become a growing area of research in the social sciences in the last two decades. My research explores comments made by participants on the CBC News online politics forum during the May 2011 federal election in Canada. Based on conditions proposed by Jurgen Habermas in his concept of the public sphere and operationalized by Lincoln Dahlberg in his pioneering study of the Minnesota e-Democracy listserv, my thesis explores the potential for the CBC News online forum to foster a public sphere for Canadians. While examining the CBC News online forum against the criteria of the public sphere, I also interrogate Habermas' concept of a universal public sphere using the works of Nancy Fraser and other scholars, who argue for multiple public spheres.

Bringing Zombies Back to Life: An Autoethnographical Exploration of Alienation and Political Dis/Engagement in Emerging Adulthood Within Late-Stage Capitalism

In this thesis, by employing an autoethnographic methodology, I am exploring why certain understandings, or assemblages, of political engagement come to have greater meaning in my life and why other assemblages may be more hidden and thus fail to contribute substantially to the meaning of political in my life. Using immanent, Marxist and post-Marxist theories, as well as a zombie narrative, the study will contextualize the movement of assemblages in my life within late-stage capitalism which is juxtaposed with the zombie apocalypse. The placement and displacement of certain understandings of the political within my life will be theorized within the crisis of constituent power that is revealed in an immanent framework. Furthermore, the crisis of the constituent in late-stage capitalism creates new forms of radical alienation which will also be examined. By exploring my own struggles in becoming political I will theorize why political disengagement in emerging adulthood appears to be increasing, as well as possibilities for new forms of political engagement in a late-stage capitalist context.

A Continuum of Traversing Lines: Youth Political Participation in Gaia Online

This qualitative research project uses a Deleuzo-Guattarian theoretical framework to address the question: “How are the politically oriented social forums in Gaia Online experienced as a continuum of overlapping of lines, including molar lines, lines of flight, and molecular lines?” Although smooth lines of flight may occur in Gaia, there are always mechanisms that work to re-territorialize them as more striated molar operations. Conversely, while more striated molar lines may be evident in Gaia, there are also smooth lines of flight that attempt to deterritorialize them as smooth space. Founded in 2003, Gaia is a virtual community in which members use 3D avatars to socialize with others, create content, and play games. Deleuze and Guattari (1987) have defined space with three systems: on one end is state-oriented static space, on the other end is nomadic fluid space, and situated in the middle is molecular space which contains both smooth and striating elements. While state-oriented striated space is based on routines, rules, and specifications, nomadic smooth space is flexible, always changing, and full of possibility. Some of the smoother operations that are evident in Gaia include becoming other, decentred communications, desire as resistance, and lines of flight. Some of the more striated operations include social reproduction of gender norms/expectations, capitalist mechanisms, violence and intolerance linked to categories and binaries (racism/sexism/ageism), the regulation of desire, and the organisation of bodies.

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."

The Political Economy of St. Catharines' Illicit Taxi Trade

The global restructuring of production has led to increasingly precarious working conditions around the world. Post-industrial work is characterized by poor working conditions, low wages, a lack of social protection and political representation and little job security. Unregulated forms of work that are defined as “irregular” or “illegal”, or in some cases “criminal,” are connected to sweeping transformations within the broader regulated (formal) economy. The connection between the formal and informal sectors can more accurately be described as co-optation and, as a subordinate integration of the informal to the formal. The city of St. Catharines within Niagara, along with much of Ontario’s industrial heartland, has been hard hit by deindustrialization. The rise of this illegal service is thus viewed against the backdrop of heavy economic restructuring, as opportunities for work in the manufacturing sector have become sparse. In addition, this research also explores the paradoxical co-optation of the growing illicit taxi economy and consequences for racialized and foreign credentialed labour in the taxi industry. The overall objective of this research is to explore the illicit cab industry as not only inseparable from the formal economy, but dialectically, how it is as an integrated and productive element of the public and private transportation industry. Furthermore the research examines what this co-optation means in the context of a labour market that is split by race.

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.