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.

Brand Associations of Minor Hockey Tournaments: Understanding the Rep Hockey Parents' Perspective

Tournaments and other hockey-related activities have been calculated to be a significant driver of tourist dollars for many regions across Canada. The competition to attract teams to participate in tournaments, which benefit the tournament organizers and the communities in which they reside, is significant. Consequently, the purpose of the study was to assess the brand associations that representative (rep) minor hockey parents from Ontario’s Greater Golden Horseshoe Region perceive as relevant when considering ideal tournaments for their child to participate in. Brand associations have been classified as the attributes, benefits, or attitudes one uses to develop a perception of a product or service. To investigate the current study, 30 interviews were conducted using a laddering interview technique. Findings indicate that there are seven attributes and nine benefits that impact a tournament’s brand association including: competition, tournament operations, accommodations, bonding, fun, parity, and time management. The interrelationship between the identified attributes and benefits is discussed while recommendations and directions for future research are presented.

Étude sur la définition et la mesure des qualités des archives définitives issues d’une évaluation

Depuis quelques décennies, l'intérêt pour l’étude de la fonction d’évaluation s’est diversifié pour approfondir les principes théoriques (Jenkinson, 1922; Schellenberg, 1956; Samuels, 1992; Cook, 1992b; Eastwood, 1992b; Duranti, 1994; Couture, 1999), les stratégies (Booms, 1972; Samuels, 1986; Cook, 1992b; Eastwood, 1992b; Couture, 1999) et les dispositifs de leur processus d’application (Ham, 1984; Boles & Young, 1991; Cook, 2001a, 2001b). Mais, toutes ces contributions n'ont pas encore étudié la nature des résultats de l'évaluation que sont les archives définitives. Du point de vue patrimonial, l’absence d’études sur la définition et la mesure des qualités des archives définitives ne permet pas de vérifier si ces archives constituent un patrimoine documentaire significatif. Sur le plan administratif, l’état actuel de la pratique de l'évaluation n'a pas encore investi dans l'examen méticuleux de la nature de ses résultats. Au plan économique, le manque de méthodes et d'outils pour la mesure des qualités des archives ne permet pas de juger si ces archives valent l’investissement matériel, technique, financier et humain que leur conservation implique. Du point de vue professionnel, l’absence de méthodes et d’instruments d’évaluation des qualités des archives ne permet pas aux professionnels d’appuyer leur décision en matière d’évaluation des archives. Afin de remédier à cette situation, notre recherche vise à définir et à mesurer les qualités des archives définitives issues de l’évaluation. Pour ce faire, nous privilégions une méthodologie quantitative de nature descriptive, appropriée lorsqu’il s’agit d’étudier un sujet peu abordé (Fortin, 2006) tel que l'opérationnalisation des qualités des archives définitives. La stratégie de la recherche a comporté deux phases. La phase conceptuelle a permis d’identifier et de définir quatre qualités soit l’« Unicité », la « Preuve crédible », l’« Exploitabilité » et la « Représentativité ». La phase empirique consistait à vérifier la mesurabilité, à titre d’exemple, des variables découlant de deux des quatre dimensions de qualité dans le contexte des archives définitives, soit la « Preuve crédible » et l’« Exploitabilité ». Le mode de collecte des données réside dans l’application d’une grille de mesure conçue spécialement aux fins de cette étude. La réalisation de la collecte de données qui s’est déroulée à Bibliothèque et Archives nationales du Québec a permis l’opérationnalisation de 10 indicateurs spécifiques sur 13 appartenant à deux dimensions de qualité : la « Preuve crédible » et l’« Exploitabilité » des archives définitives. Ainsi, trois indicateurs spécifiques sur l’ensemble de 13 sont restés sans mesures à cause d’une certaine faiblesse liée à leur mesure que nous avons pu identifier et vérifier lors des pré-tests de la recherche. Ces trois indicateurs spécifiques sont le « Créateur » dans le cadre de la dimension de la « Preuve crédible », ainsi que la « Compréhensibilité » et la « Repérabilité » dans le cadre de la dimension de l’« Exploitabilité ». Les mesures obtenues pour les 10 indicateurs ont mené à l’identification des avantages et des points à améliorer concernant différentes variables liées au créateur, au service de conservation ou encore à l’état et à la nature du support. Cibler l’amélioration d’un produit ou d’un service représente, comme démontré dans la revue de la littérature, le but ultime d’une étude sur les dimensions de qualité. Trois types de contributions découlent de cette recherche. Au plan théorique, cette recherche offre un cadre conceptuel qui permet de définir le concept de qualité des archives définitives dans une perspective d’évaluation archivistique. Au plan méthodologique, elle propose une méthode de mesure des qualités applicables aux archives définitives ainsi que les instruments et le guide qui expliquent sa réalisation. Au plan professionnel, d'une part, elle permet d’évaluer les résultats de l’exercice de l’évaluation archivistique; d'autre part, elle offre aux professionnels non seulement une grille de mesure des qualités des archives définitives déjà testée, mais aussi le guide de son application.

Konzeption eines generischen Vorgehensmodells zur strategieorientierten und partizipativen Einführung komplexer Softwaresysteme unter Berücksichtigung organisatorischer Gestaltungsprozesse

Die Dissertation befasst sich mit der Einführung komplexer Softwaresysteme, die, bestehend aus einer Kombination aus parametrisierter Standardsoftware gepaart mit Wettbewerbsvorteil sichernden Individualsoftwarekomponenten, keine Software-Engineering-Projekte im klassischen Sinn mehr darstellen, sondern einer strategieorientierten Gestaltung von Geschäftsprozessen und deren Implementierung in Softwaresystemen bedürfen. Die Problemstellung einer adäquaten Abwägung zwischen TCO-optimierender Einführung und einer gleichzeitigen vollständigen Unterstützung der kritischen Erfolgsfaktoren des Unternehmens ist hierbei von besonderer Bedeutung. Der Einsatz integrierter betriebswirtschaftlicher Standardsoftware, mit den Möglichkeiten einer TCO-Senkung, jedoch ebenfalls der Gefahr eines Verlustes von Alleinstellungsmerkmalen am Markt durch Vereinheitlichungstendenzen, stellt ein in Einführungsprojekten wesentliches zu lösendes Problem dar, um Suboptima zu vermeiden. Die Verwendung von Vorgehensmodellen, die sich oftmals an klassischen Softwareentwicklungsprojekten orientieren oder vereinfachte Phasenmodelle für das Projektmanagement darstellen, bedingt eine fehlende Situationsadäquanz in den Detailsituationen der Teilprojekte eines komplexen Einführungsprojektes. Das in dieser Arbeit entwickelte generische Vorgehensmodell zur strategieorientierten und partizipativen Einführung komplexer Softwaresysteme im betriebswirtschaftlichen Anwendungsbereich macht - aufgrund der besonders herausgearbeiteten Ansätze zu einer strategieorientierten Einführung, respektive Entwicklung derartiger Systeme sowie aufgrund der situationsadäquaten Vorgehensstrategien im Rahmen der Teilprojektorganisation � ein Softwareeinführungsprojekt zu einem Wettbewerbsfaktor stärkenden, strategischen Element im Unternehmen. Die in der Dissertation diskutierten Überlegungen lassen eine Vorgehensweise präferieren, die eine enge Verschmelzung des Projektes zur Organisationsoptimierung mit dem Softwareimplementierungsprozess impliziert. Eine Priorisierung der Geschäftsprozesse mit dem Ziel, zum einen bei Prozessen mit hoher wettbewerbsseitiger Priorität ein organisatorisches Suboptimum zu vermeiden und zum anderen trotzdem den organisatorischen Gestaltungs- und den Systemimplementierungsprozess schnell und ressourcenschonend durchzuführen, ist ein wesentliches Ergebnis der Ausarbeitungen. Zusätzlich führt die Ausgrenzung weiterer Prozesse vom Einführungsvorgang zunächst zu einem Produktivsystem, welches das Unternehmen in den wesentlichen Punkten abdeckt, das aber ebenso in späteren Projektschritten zu einem System erweitert werden kann, welches eine umfassende Funktionalität besitzt. Hieraus ergeben sich Möglichkeiten, strategischen Anforderungen an ein modernes Informationssystem, das die kritischen Erfolgsfaktoren eines Unternehmens konsequent unterstützen muss, gerecht zu werden und gleichzeitig ein so weit als möglich ressourcenschonendes, weil die Kostenreduktionsaspekte einer Standardlösung nutzend, Projekt durchzuführen. Ein weiterer wesentlicher Aspekt ist die situationsadäquate Modellinstanziierung, also die projektspezifische Anpassung des Vorgehensmodells sowie die situationsadäquate Wahl der Vorgehensweisen in Teilprojekten und dadurch Nutzung der Vorteile der verschiedenen Vorgehensstrategien beim konkreten Projektmanagement. Der Notwendigkeit der Entwicklung einer Projektorganisation für prototypingorientiertes Vorgehen wird in diesem Zusammenhang ebenfalls Rechnung getragen. Die Notwendigkeit der Unternehmen, sich einerseits mit starken Differenzierungspotenzialen am Markt hervorzuheben und andererseits bei ständig sinkenden Margen einer Kostenoptimierung nachzukommen, lässt auch in Zukunft das entwickelte Modell als erfolgreich erscheinen. Hinzu kommt die Tendenz zu Best-Of-Breed-Ansätzen und komponentenbasierten Systemen im Rahmen der Softwareauswahl, die eine ausgesprochen differenzierte Vorgehensweise in Projekten verstärkt notwendig machen wird. Durch die in das entwickelte Modell integrierten Prototyping-Ansätze wird der auch in Zukunft an Bedeutung gewinnenden Notwendigkeit der Anwenderintegration Rechnung getragen.

Achieving customer satisfaction through integrated products and services: an exploratory study

Complex products such as manufacturing equipment have always needed maintenance and repair services. Increasingly, leading manufacturers are integrating products and services to generate increased revenues and achieve customer satisfaction. Designing integrated products and services requires a different approach to new product development and a clear understanding of how customers perceive the value they obtain from actual usage of products and services—so-called value-in-use. However, there is a lack of research on integrated products and services and how they impact customer satisfaction. An exploratory study was undertaken to understand customers’ views on integrated products and services and the value-in-use derived from such offerings. As value-in-use and its impacts are complicated concepts, a technique from psychology—Repertory Grid Technique—was used to gather data in 33 interviews. The interviews allowed a deep understanding of customer views on integrated products and services to be obtained, and a systematic analysis identified the key attributes of value-in-use. In order to probe further, the data were then analyzed using Honey’s procedure, which identified the impact of the attributes of value-in-use on customer satisfaction. Two key attributes—relational dynamic and access—were found to have the most influence on customer satisfaction. This paper contributes to the innovation field by identifying customer needs for integrated products and services and how these impact customer satisfaction. These are key points and need to be fully considered by managers during new product and service development. Similarly, the paper identifies a number of important areas for further research.

A importância da gestão de marketing em empresa inovadora: estudo de empresa do Prime - Programa Primeira Empresa Inovadora

As pesquisas demonstram que empresas nascentes, mesmo aquelas que possuem produtos, processos ou serviços inovadores, novos ao mercado, têm muita dificuldade em permanecer com suas portas abertas nos primeiros dois anos, ou seja, a grande maioria das empresas encerra suas atividades antes de completar dois anos de existência. Diante deste fato, este estudo investiga a importância da gestão em Marketing nas empresas inovadoras com a finalidade de obter sucesso na inserção de produto, serviço ou processo em mercado altamente competitivo (PRIME, 2010). O estudo é fundamentado por uma seção empírica, baseada em pesquisa bibliográfica, documental e de campo, além da realização de estudo de caso que procurou tratar de alguns aspectos de Marketing em empresa beneficiária do PRIME – Programa Primeira Empresa Inovadora, que é um programa de Subvenção Econômica do Governo Federal, lançado pela Financiadora de Estudos e Projetos (FINEP), uma empresa pública vinculada ao Ministério da Ciência, Tecnologia e Inovação (MCTI). Neste estudo foi verificado que uma estratégia de Marketing consciente e eficaz influencia o sucesso competitivo de empresas inovadoras, através de produto ou serviço diferenciado para inserção no mercado.

Comparação entre métodos de mensuração da importância de atributos em produtos e serviços

Pesquisas de opinião freqüentemente utilizam questionários com muitos itens para avaliar um serviço ou produto. Nestas pesquisas, cada respondente, além de avaliar os itens segundo seu grau de satisfação ou concordância, deve também atribuir um grau de importância ao item. Com estas duas informações disponíveis para cada item, é possível criar uma medida resumo, na forma de um escore total, composto pela avaliação dos itens ponderada pela sua importância. O objetivo desta pesquisa é comparar os métodos de obtenção de importância mais utilizados na literatura, sob vários aspectos. A comparação dos métodos mostra que, quando se utiliza escalas comparativas, há maior discriminação dos itens em relação às importâncias obtidas, mas os questionários que aplicam estes métodos são mais confusos e cansativos para o respondente. A escala de diferencial semântico, por outro lado, é a de melhor entendimento por parte dos entrevistados mas o resultado é pouco discriminatório.

Gestão Social em Empreendimentos Econômicos Solidários: uma abordagem no Oeste Potiguar

The central research question was to search for data to ratify the theory and discourse of the so-called practitioners of economic solidarity, by defending the substantive rationality should guide the principles of economic solidary, designing the space economy incidental and not the primacy of relations in determining social as well, reflecting the predominance of dimensions of social management in administrative practices of ESS's. For both analyzed the theoretical dimensions of social management - sociopolitical, economic, organizational and environmental - manifested in organizational practices supportive of economic organization Potiguar West. For the success of the research realized the triangulation involving a combination of quantitative and qualitative methodological approaches. At first the research will use a quantitative approach, from the cluster analysis, to verify the behavior of the sample chosen for this study. In the second stage of the qualitative study was carried out focus group technique (FLICK, 2002) for further analysis of the dimensions of social management on organizational practices supportive of economic organization, related to the principles of Solidary Economy, established in a quantitative approach. In quantitative analysis, the socio-political dimension, it was clear that the more equity instruments of internal and external, from the purposeful living in public spaces, the best monetary results. Another point worth stressing concerns the economic dimension, with the practice reciprocity prevailing in market. Thus, the qualitative approach was possible to understand the processes of exchange of product or service. Rural enterprises surveyed in the allocation of the agro-ecological products have the following scale of priority, sequentially: self-consumption (domestic), market and exchange. The research leads to the fact that training and practices that enhance the socio-political dimension (knowledge, empowerment, sense of belonging) become the guiding principle for the strengthening of the social management in the context of other dimensions, leading to gains sociopolitical, economic, organizational and environmental. Despite the weaknesses found in the organizational dimension and environment, both in a quantitative as in qualitative, we determined that the practices of ESS's Potiguar West incorporate predominantly elements of social management and economic solidarity, with a preponderance of substantive rationality in the primacy of the instrumental. Finally, research has brought information that the participants of the ESS's do not give the money economy primacy in determining social relations, which in turn leads to the confirmation that, in practice the solidarity economy, prevailing the dominance of substantive rationality, as a guide for organizational practices

Relações públicas em uma nova perspectiva de atuação: empresas start-up

This paper presents a new playing field for the public relations professional: the start-ups. This new company, with characteristics of fast growth and high-risk investments, becomes an alternative and, at the same time, opportunity for innovative projects that turns from theory into real business, product or service. This way, the work starts on the context of innovation and spread of new ideas, so people can understand the importance of the promotion and study of new ways to market. Faced with this context, public relations professionals are becoming essential in the mediating process of scenario analysis for the implantation of start-ups, as well as the communication of innovation and insight in this new business environment

Melhoria da qualidade de um processo de usinagem utilizando as técnicas de avaliação de Taguchi

Delivering to the customers a product or service with the expected quality associated to the huge competitiveness that exists in the market nowadays, has been making organizations increasingly focus on quality planning using techniques which are directed towards the continuous improvement process and production optimization. Thus, this paper aims to improve a machining process using the techniques of experimental design to the optimization and this also includes the analysis of the measurement system. For this purpose, the alloy Nimonic 80A, a nickel base superalloy, was used in the process due to its widespread use for high temperatures, applying this study the robust method proposed by Genichi Taguchi, determining the influence of the factors considered input variables, cutting speed, feed rate, depth of cut, type of tool, lubrication, and material hardness, in the output or response variable, surface roughness, concluding with the use of Taguchi orthogonal array L16 and by analysis of ANOVA that the factor feed rate is significant and offers greater effect on the response variable studied, should be set to 0,12mm/rev. Moreover, the factor type of tool has more influence on the process when compared to other factors, being CP250 the one more suitable to the process. Lastly, the interaction feed rate x cutting speed provides greater significance in the process regarding to surface roughness variable, being the best match between them 0,12mm/rev to the feed rate and 90m/min to the cutting speed. In order to evaluate the measurement system, it was applied the repeatability and reproducibility method (R&R), through which we saw that the system needs improvement (R & R = 88.04% >>> 30%) as the value found in the study was well above compared to the one that classifies the system as inappropriate

Redução de tempos de setup: aplicação de troca rápida de ferramentas em indústria de bebidas

The current competitive market requires companies to adapt so that they can meet the needs of customers in an agile manner and aimed at the lowest possible cost in their manufacture, be it a product or service. The Toyota Production System is aimed at higher profits through lean manufacturing practices with reduced spending, smaller lots and inventories, generated by market demand. The variety of products makes the setup of the equipment a critical point and it should be reduced as much as possible so it does not affect productivity. The rapid exchange of tools allows with few actions and a modification that time does not exceed one digit on your total time. In this study, a case study showed that only with standardization and use of cheap improvements made it possible to reduce setup time in bottle labeling machine by 98 minutes for a final time of approximately 10 minutes with little investment, demonstrating the feasibility the displayed and a monthly gain tool in bottles at approximately 120,000, generating a performance gain and budget of approximately R$ 94,000.00 per month

Redução de tempos de setup: aplicação de troca rápida de ferramentas em indústria de bebidas

The current competitive market requires companies to adapt so that they can meet the needs of customers in an agile manner and aimed at the lowest possible cost in their manufacture, be it a product or service. The Toyota Production System is aimed at higher profits through lean manufacturing practices with reduced spending, smaller lots and inventories, generated by market demand. The variety of products makes the setup of the equipment a critical point and it should be reduced as much as possible so it does not affect productivity. The rapid exchange of tools allows with few actions and a modification that time does not exceed one digit on your total time. In this study, a case study showed that only with standardization and use of cheap improvements made it possible to reduce setup time in bottle labeling machine by 98 minutes for a final time of approximately 10 minutes with little investment, demonstrating the feasibility the displayed and a monthly gain tool in bottles at approximately 120,000, generating a performance gain and budget of approximately R$ 94,000.00 per month

Self-Organizing Mechanisms for Task Allocation in a Knowledge-Based Economy

A prevalent claim is that we are in knowledge economy. When we talk about knowledge economy, we generally mean the concept of “Knowledge-based economy” indicating the use of knowledge and technologies to produce economic benefits. Hence knowledge is both tool and raw material (people’s skill) for producing some kind of product or service. In this kind of environment economic organization is undergoing several changes. For example authority relations are less important, legal and ownership-based definitions of the boundaries of the firm are becoming irrelevant and there are only few constraints on the set of coordination mechanisms. Hence what characterises a knowledge economy is the growing importance of human capital in productive processes (Foss, 2005) and the increasing knowledge intensity of jobs (Hodgson, 1999). Economic processes are also highly intertwined with social processes: they are likely to be informal and reciprocal rather than formal and negotiated. Another important point is also the problem of the division of labor: as economic activity becomes mainly intellectual and requires the integration of specific and idiosyncratic skills, the task of dividing the job and assigning it to the most appropriate individuals becomes arduous, a “supervisory problem” (Hogdson, 1999) emerges and traditional hierarchical control may result increasingly ineffective. Not only specificity of know how makes it awkward to monitor the execution of tasks, more importantly, top-down integration of skills may be difficult because ‘the nominal supervisors will not know the best way of doing the job – or even the precise purpose of the specialist job itself – and the worker will know better’ (Hogdson,1999). We, therefore, expect that the organization of the economic activity of specialists should be, at least partially, self-organized. The aim of this thesis is to bridge studies from computer science and in particular from Peer-to-Peer Networks (P2P) to organization theories. We think that the P2P paradigm well fits with organization problems related to all those situation in which a central authority is not possible. We believe that P2P Networks show a number of characteristics similar to firms working in a knowledge-based economy and hence that the methodology used for studying P2P Networks can be applied to organization studies. Three are the main characteristics we think P2P have in common with firms involved in knowledge economy: - Decentralization: in a pure P2P system every peer is an equal participant, there is no central authority governing the actions of the single peers; - Cost of ownership: P2P computing implies shared ownership reducing the cost of owing the systems and the content, and the cost of maintaining them; - Self-Organization: it refers to the process in a system leading to the emergence of global order within the system without the presence of another system dictating this order. These characteristics are present also in the kind of firm that we try to address and that’ why we have shifted the techniques we adopted for studies in computer science (Marcozzi et al., 2005; Hales et al., 2007 [39]) to management science.

Prototype of EN 301 549 Decision tree

The new European Standard EN 301 549 “Accessibility requirements suitable for public procurement of ICT products and services in Europe” is the response by CEN, CENELEC and ETSI to the European Commission’s Mandate 376. Today, ICT products and services are converging, and the boundaries between product categories are being constantly blurred. For that reason EN 301 549 has been drafted using a feature-based approach, instead of being based on product categories. The result is a standard that can be applied to any ICT product and service, by identifying applicable requirements depending on the features of the ICT. This demonstration presents ongoing work at the research group CETTICO of the Technical University of Madrid. CETTICO is developing a workgroup-based support tool where teams of people can annotate the result of performing a conformity assessment of a given ICT product or service according to the requirements of the EN. One of the functions of the tool is creating evaluation projects. During that task the user defines the features of the corresponding ICT product or service by answering questions presented by the tool. As a result of this process, the tool will create a list of applicable requirements and recommendations.

A PERCEPÇÃO DO UNIVERSITÁRIO SOBRE A PUBLICIDADE INSTITUCIONAL DE RESPONSABILIDADE SOCIAL EMPRESARIAL

Passar a imagem de socialmente responsável tem cada vez mais importância para as empresas. Isso porque uma marca forte é formada por muito mais do que simples atributos físicos de um produto ou serviço, mas por valores subjetivos. Esse cenário aponta a propaganda institucional como uma tendência, já que se trata de um instrumento capaz de passar conceitos intangíveis e subjetivos. O objetivo deste trabalho é verificar se o universitário considera a responsabilidade social empresarial um atributo importante para a formação de imagem de marca de certos produtos/serviços. O percurso teórico utilizado foi o da escola funcionalista, ênfase para Lazarsfeld e Lasswell, que buscavam verificar o alcance da comunicação junto ao público. Para tanto, desenvolvemos uma pesquisa quantitativa com a técnica do experimento, ou seja, manipulamos uma variável para observarmos o efeito produzido. O Grupo Experimental recebeu anúncios com o argumento que queríamos observar enquanto o Grupo de Controle recebeu anúncios das mesmas empresas com outro argumento qualquer. Na comparação entre grupos, verificamos de que forma o apelo responsabilidade social empresarial melhora a imagem da empresa anunciante.(AU)