Google Case : Capital Structure

* Stern School of Business, New York University, New York, NY 10012, (212) 9980864, fax (212) 995-4218, http://www.stern.nyu.edu/networks/, neconomi@stern.nyu.edu Copyright ©, N. Economides

Fall 2003 Sean Housley Haas School of Business University of California, Berkeley MBA Candidate, Spring 2004 housley@mba.berkeley.edu

Advertisers track impressions, which means the numbers of people who see advertisement online, to measure the success because the more people see advertisements, the more successful advertisers are to build brand awareness.

Companies take serious care when marketing their products or services to consumers. Consumers, therefore, are exposed to hundreds of advertisements each day with each ad specifically placed to maximize exposure to its potential target market. In the internet age, consumers are targeted more than ever. The following paper details four products or services and the targeting strategies behind them. These products and services are: Netflix, Apple’s iPhone 7+, Edushape’s Marublous Marble Run, and Chobani yogurt.

Advertising is an audio or visible form of marketing way of communication that employs an overtly subsidized, non personal message to sell or promote a product, service or idea. Advertising has become more advanced that 1960s because advertisers know more about their customer that they use to know

In a world of ubiquitous advertising chaos and consumer avoidance, it can be extremely difficult for advertisers to penetrate the clutters to reach potential consumers, probably there is no other emphatic concept has caught more interest from advertisers than engagement as it embodies a sense of involvement. (Calder 2012). Meanwhile, digital technology continues to emerge, the enveloping technologies has impacted the communication between individuals in daily life, on the other hand, it has modified how advertiser engage with targeted consumers in a digital age. When it comes to advertising, Digital technologies have fundamentally revolutionized how and where advertisers implement the practices in the advertising industry. It defines as

We are a society not just surrounded by marketing but immersed in it. We pass billboards as we drive, endure commercials as we watch television, scroll past ads on websites, and promote particular brands in our choice of clothing, cars, and home décor. The depth of analysis and research that goes into each ads design, placement, and medium should be considered. A billboard for “The Loosest Slots” is placed near the casino’s exit along the highway to entice drivers to stop and play. Commercials for toys are aired on children’s satellite and cable television channels specifically so the child knows what to request their parent’s buy them. Ads on websites are based on our previous search histories so the items we are being shown are items we are

58.01— Analyze the types, advantages, and disadvantages of Internet advertising (interacting personally and wireless network).

Firms spend large amounts on advertising, estimated to reach $600b in 2015 , this spending represents sunk costs . Increases in spending will not necessarily prove successful; moreover an effective campaign will engage consumers and provide positive brand attitudes. For this reason this area of research is important and should be noted. Increasing the effectiveness of one’s advertising campaign is not an easy task; there are many issues that have to be acknowledged and, more importantly, understood. A plethora of research has been undertaken regarding consumer behaviour; one only needs to look at the sheer volume of academic articles and books on the topic. There are however several categories within consumer behaviour that a firm can target dependant on their product offering. Exposure, memory and attitude pose these issues. Foremost exposure refers to the process by which the consumer comes in to physical contact with a marketing stimulus and they can be exposed to this stimulus during any stage of their decision making process. Exposure is mostly affected by three factors; the position of the advert in mediums (e.g. TV or print); product distribution; and shelf placement. Furthermore consumer memory refers to the persistence of learning over time ; information is retrieved both consciously and unconsciously. Such memories can be retained for any given period of time and stem from experiences and evaluations. Finally attitude is an evaluation a consumer expresses

Does the capital structure of a firm really matter? If so, how and why does it matter? Practitioners and scholars of corporate finance have debated these questions for several years and have found it difficult to come up with definitive answers. The classical work of Modigliani and Miller (1958) provided the impetus for what is now, orthodox corporate finance theory on the optimal capital structure of firms. They postulated that, in a perfect or frictionless capital market, the choice between debt and equity financing has no material effect on the value of the firm. Stern and Chew (2003) noted that following the Modigliani-Miller propositions, academic researchers in the 1960s and 1970s turned their attention to market imperfections

AdRoll is an internet-based advertising retargeting platform and it has more than 5000 advertisers spread across the world. While AdRoll's main strategy involves providing software as a service, the company has managed to get a great deal of attention as a result of its successful methods to promote products. The fact that the institution has customized techniques to serve its customers means that any firm can collaborate with it, regardless of its size or of the public it wants to address. AdRoll took online advertising to a whole new level through the sophisticated strategies that it provides.

Hi everyone, 

Here is our week 4 assignment. I highlighted how I propose we split up this assignment. Each section should be about 150 - 200 words. 


Resource: Evaluating McGraw Industries’ Capital Structure Case in Ch. 11 of Principles of Managerial Finance

The course project involved developing a great depth of knowledge in analyzing capital structure, theories behind it, and its risks and issues. Before I began this assignment, I knew nothing but a few things about capital structure from previous unit weeks; however, it was not until this course’s final project that came along with opening

Behavioral advertising is a broad set of activities companies engage in to collect data about shopping activity. Companies use a variety of tools to collect information about shopping behavior. For online behavior tracking they typically use cookies which are small files stored on the computer when a new website has been visited. In stores, the most common way of behavior tracking is using the connection of a phone on the store’s free Wi-Fi to track where and how long a person is in a certain spot of the store. Companies use this data to help determine interests based on the pages visited, the content click on, and where one shops in a store. All this data creates a user profile that can be used to segment the population into certain groups. People with similar shopping behaviors can be grouped together in one segment. Then, the segments are shown ads that cater to their interests. As technology has evolved so has marketing. The number of tools a company can use to track online behavior is endless. One of them being Flash, it allows advertisers to place Flash cookies known

Getting the right ads to users requires targeted analytics and profile-specific content to reach the right users with the right resources, and small-screen displays need to adjust automatically and intuitively to provide a favorable user experience. Paid PPC campaigns provide excellent data for profiling and