Case Study Questions!


  1. Pay a visit to your favorite portal and count the total ads on the opening page. Count how many of these ads are (a) immediately of interest and relevant to you. (b) sort of interesting or relevant but not now, and © not interesting or relevant. Do these 10 times and calculate the percentage of the three kinds of situations. Describe what you find and explain the result using this case. 

Ans: I visited Amazon: Total ads on the opening page is: 30 ads of different.

b)8 I like

c)4 I donít like

d)10 times after that:

On Average I liked 25 ads and I donít like 65 ads of the selection. 

I.e. 31% is liked and 69.75% is not interesting.


2.                  Advertisers use different kinds of ďprofileĒ in the decision to display ads to customers. Identify the different kinds of profiles described in this case and explain why they are relevant to online display advertising.

Ans: Different kind of profile were: 

a.                   Products for Men

b.                  Products for women

c.                   Products for kids 

d.                  Products for kitchen 

e.                   New tech deal and movie deals

They are relevant to online display advertising because they cover all gender and age groups with the exact need of the item that one wants. 


3.                  How can display ads achieve search-engine-like results?

Ans: When customers are browsing websites and or clicks ads their information is being recorded through cookies. Sometimes this history is sold to ad companies who can incorporate that in a campaign to target you on your next visit to the website.


4.                  Do you think instant display ads based on your immediately prior clickstream will be as effective as search engine marketing techniques? Why or why not?

Ans: I think Yes, it will be effective as it will direct you to the dictionary of similar or the same product with different brand through the click stream which is very effective. Today I am surprised how this is taking over as you search on amazon for something and then the ads pop up in all the social media for the same product to make you want to buy that. 




Question 4. Surf the web for at least 15 min. Visit at least two different e-commerce sites. Make a list describing in detail at the different marketing communication tools you see being used. Which do you believe in the most effective and why?

Ans: Visiting Amazon and eBay: 


1.      Amazon: The Design is identical, but amazon has more vibrant color. More up to date version of website, better context and description and size of the content. It's more appealing. You canít bid on item. Amazon has more content and advertising compared to eBay, but when you select an item it looks like amazon has less advertisement. 

2.      eBay: eBayís design is also identical but has less appealing feature. It looks a little out to date with the color combination which I don't really like. The good thing is that you can bid on it. The downside is that sometimes it is not what you get. eBay has less advertisements compared to Amazon. when you select an item, it looks like eBay has more advertisement


Question 5. Do a search for a product of your choice on two search engines. Examine the result page carefully. Can you discern which results, if any, are a result of a paid placement? If so, how did you determine this? What other marketing communications related to your search appear on the page? 

Ans: I am using Google and Bing for the search engine and I am searching heating blanket.

  1. Google: Google shows amazon as the first search engine result followed by target. The pictures are very different than Bing. Yes, I think Amazon has paid google for advertisement to have most traffic on their e commerce site. In the bottom I see good sides only, like good photos and the blanketís positive sides. 


2.      Bing: Amazon is the first and Walmart is the third. The pictures of the product are different than the ones in google. I think Amazon has paid Bing for advertisement to have most traffic on their e commerce site. Looks like target hasnít been advertising/ paying Bing more to have them get more traffic since it is not even in the first page. 

I see a news article in the bottom with both good and bad reports.