Ask HN: Do you advertise online? (research project questions)

I am doing a research project for my advanced marketing class. I would greatly appreciate anyone who would take the time to answer these questions for me. Answering each and every question is clearly not mandatory, anything you feel comfortable providing would be very helpful.

A little background about me: I have been building software since 1994, and web software since 1998, I have a degree in Computer Science, currently work as a development team lead at a big company which is a wholly owned subsidiary of a mega company. I ran my own software company for several years but made some big mistakes in business partners and terms raising venture money. I am 16 months into a 21 month executive MBA program, and am planning to go back out on my own in the near future. For my advanced marketing class I am doing some research on how people make decisions about spending money for online marketing. If you have any experience in this area and wouldn't mind answering some of the questions below I would be deeply grateful. If you are uncomfortable posting the reply here you can send it to the e-mail listed for my account or to ask_hn_project.closure@recursor.net (spamgourmet e-mail)

A couple of quick items: I am not looking for experts necessarily, if you sell something online and you do any type of advertising, I would love to hear from you.

I am not selling anything, nor am I interesting in buying anything, this is really just a research project for my marketing class.

I thought the responses to this survey would be of interest to other members of HN so I thought I would post these here. If people are interested, I will post the results of the interview responses I receive.

Questions:

Please give a brief background of you and your experience advertising online

What is the nature of the business you perform online? (site url(s), products you sell, how long etc?)

Where do you currently advertise online? (e.g. google adwords, yahoo, bing, facebook, double click etc)

What do you like most about these services?

What do you like least about these services?

Why did you choose them?

How do you measure overall success with your online advertising?

In terms of the services listed above, which ones are the most effective?

Is there anything you would change or improve?

How do you determine if a specific advertisement was effective?

What metrics are most important to you with this?

Are there any metrics that you would like to see or like to see more effective?

How do you determine how much to spend on each channel (website, keywords)?