Undral Naran

ITS 380 Global E- Commerce

Chapter 6

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 (c) not interesting or relevant. Do this 10 times and calculate the percentage of the three kinds of situations. Describe what you find and explain the results using this case.

I have visited Yahoo.com and there were 4 ads each time I visited. So I saw total of 40 (100%) ads on my 10 visits.

A)   {Immediately of Interest and Relevant to Me} : none, none, none, none, none, none, none, none, none, none = 0, 0%

B)    {Sort of Interesting or Relevant But Not Now} : 2, none, 1, none, 1, 2, 1, 1, 2, 2 = 12, 30%

C)   {Not Interesting or Relevant} : 2, 4, 3, 4, 3, 2, 3, 3, 2, 2 = 28, 70%

I didn’t see any ad that is immediately caught my attention. However, I did see some ads of the websites that I have visited before. For example, I have shopped on Nordstrom.com and The very first big banner ad was from Nordstrom.com saying they have 40% sale going on. Yahoo also put some random ads about downloading Adobe or buying healthy snack from Kellogg. I have never visited their sites or searched for these things but they would still show on the website. Those didn’t get my immediate attention too.

2.           Advertisers use different kinds of “profiles” 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.

Those different type of “profiles” are different attributes general public. Those attributes are important to the company’s product’s targeted market. In other words, the company is searching for type of potential customers who might be interested in their product. Those “profiles” can be demographic information like age, gender, income or education or geographic spatial information like location or address. By defining these profiles well, the ad campaign would be that much successful.

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

In my opinion, display ads can achieve search- engine- like results by gathering data from people’s search online. They can use tracking software like cookies on websites. By capturing and analyzing that data, it should be one step closer to understand certain interest or target group of customers’ online behavior.

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?

The display ads I have seen on websites weren’t as effective as it can be in my case. It may be because of my own way of shopping. I feel like clickstream shows too much repetitiveness that I didn’t care about. However, I do agree repetitiveness is a good thing in the marketing world, serving as a persuasion technique. Clickstream also might represent quality data to analyze because it would give great information about online behavior or people.


1.   Do a search for a product of your choice on at least three search engines. Examine the results 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?

The first one I visited was Bing. I think anything that says “Ad” on the bottom of the section is paid placements. They appear on the top and sides where they are clear, visible and easy to catch eyes. It shows a lot of visuals and pictures of the product. Including different versions of iPhone.

Next one I visited was Yahoo. This was interesting and different from Bing. Because they didn’t say anywhere on the page “Ad” or “Sponsored”. It didn’t show any visuals. Instead of iPhone information, it shows information about Apple Company. However, there was a way to tell some posts were different than others. First few listings were separated by line from others. I think those were paid placements.

The last one I visited was Google. Google was much easier to use. I can definitely pinpoint where those paid placement were because of their “Ad” and “Sponsored” labels. Google showed me visuals of the product and where can find them.

2.   Visit Facebook and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to your interests or online behavior? You could also search on a retail product on Google several times, and related products, then visit Yahoo or another popular site to see if your past behavior is helping advertisers track you.

When I visited Facebook, there were 2 ads shown in the picture here. The ad on the top is definitely related to me because I have shopped there in the past. So I believe they were tracking my online behavior.