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INTRODUCTION
ONLINE ADVERTISING:
Online advertising has come a long way in the past decade. When the Internet was
first breaking out into the mainstream, and becoming accessible to regular consumers and
not just academics and scientists, there was still a lot of doubt about how viable it could
be commercial medium. Many early attempts at online advertising met with limited
success, at best. This was also compounded with the general problem that many
advertisers simply did not understand the online space, and still looked at advertising
from the perspective of the print or television mediums.
Originally, most online advertising was very simple both in terms of the
advertising itself, and the way in which it was sold. Before ad serving and tracking
technology took off, it was common for advertisers to simply pay to have a small banner
ad placed on a website for a given period of time. Reporting was rudimentary, and
advertisers generally had to depend on the website’s visitor statistics to get an idea of
how many people actually saw their ad In those days, online advertising was sold much
like print advertising, based solely on the size of the ad, and priced based on the expected
number of unique website visitors who would see the ad.
Some of the earliest ad serving software (including the first version of Ad
Juggler) debuted in the mid‐90’s, and offered several innovations that paved the way for
today’s advanced ad serving and tracking technologies. This early software allowed
multiple banner ads to be rotated in the same space on a webpage, and made it possible to
keep track of how many impressions of a particular ad were served. Not only that, the
software also made it easier to specify campaign starts and end dates, and limits on the
number of impressions to show. It was also possible to track click through, so advertisers
could find out how many people not only saw their ad but actually clicked on it to get to
their site. These first innovations made it possible to sell online advertising in new ways.
An advertiser could specify that they only wanted to buy 100,000 impressions over the
course of a month, for example. With the capability to rotate banners, publishers also
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benefited by being able to sell ad space to multiple advertisers, rather than giving up all
of their advertising space to just one advertiser at a time. Slowly but surely, online
advertising moved away from a simple recreation of the print and television medium, to
something unique that had benefits that couldn’t be realized with other forms of
advertising.
Online advertising, also called Internet advertising, uses the Internet to deliver
promotional marketing messages to consumers. It includes email marketing, search
engine marketing, social media marketing, many types of display advertising (including
web banner advertising), and mobile advertising. Like other advertising media, online
advertising frequently involves both a publisher, who integrates advertisements into its
online content, and an advertiser, who provides the advertisements to be displayed on the
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publisher's content. Other potential participants include advertising agencies that help
generate and place the ad copy, an ad server who technologically delivers the ad and
tracks statistics, and advertising affiliates who do independent promotional work for the
advertiser. Online advertising is a large business and is growing rapidly. In 2011, Internet
advertising revenues in the United States surpassed those of cable television and nearly
exceeded those of broadcast television. In 2012, Internet advertising revenues in the
United States totaled $36.57 billion; a 15.2% increase over the $31.74 billion in revenues
in 2011.4–5 online advertising is widely used across virtually all industry sectors. Despite
its popularity, many common online advertising practices are controversial and
increasingly subject to regulation. Furthermore, online ad revenues may not adequately
replace other publishers' revenue streams. Declining ad revenue has led some publishers
to hide their content behind pay walls.
HISTORICAL BACKGROUND
In early days of the Internet, online advertising wasn't allowed. For example, two
of the predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use
policies" that banned network "use for commercial activities by for-profit institutions".
The NSFNet began phasing out its commercial use ban in 1991.
Email: The first widely publicized example of online advertising was conducted
via electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment
Corporation), Gary Thuerk, sent an email to most of the ARPANET's American
west coast users, advertising an open house for a new model of a DEC computer.
Despite the prevailing acceptable use policies, electronic mail marketing rapidly
expanded and eventually became known as “spam.”
The first known large-scale non-commercial spam message was sent on 18 January 1994
by an Andrews University system administrator, by cross-posting a religious message to
all USENET newsgroups. Four months later, Laurence Canter and Martha Siegel,
partners in a law firm, broadly promoted their legal services in a USENET posting titled
"Green Card Lottery – Final One?” Canter and Siegel's Green Card USENET spam raised
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the profile of online advertising, stimulating widespread interest in advertising via both
Usenet and traditional email. More recently, spam has evolved into a more industrial
operation, where spammers use armies of virus-infected computers (botnets) to send
spam remotely.
Display Ads. Online banner advertising began in the early 1990s as page owners
sought additional revenue streams to support their content. Commercial online
service Prodigy displayed banners at the bottom of the screen to promote Sears
products. The first clickable web ad was sold by Global Network Navigator in
1993 to a Silicon Valley law firm. In 1994, web banner advertising became
mainstream when HotWired, the online component of Wired Magazine, sold
banner ads to AT&T and other companies. The first AT&T ad on HotWired had a
44% click-through rate, and instead of directing clickers to AT&T's website, the
ad linked to an online tour of seven of the world's most acclaimed art museums.
Search Ads. GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in
2003) created the first search advertising keyword auction in 1998.:119 Google
launched its "AdWords" search advertising program in 2000 and introduced
quality-based ranking allocation in 2002, which sorts search advertisements by a
combination of bid price and searchers' likeliness to click on the ads.:123
Recent Trends. More recently, companies have sought to merge their advertising
messages into editorial content or valuable services. Examples include Red Bull's
Red Bull Media House streaming Felix Baumgartner's jump from space online,
Coca-Cola's online magazines, and Nike's free applications for performance
tracking. Advertisers are also embracing social media and mobile advertising;
mobile ad spending has grown 90% each year from 2010 to 2013.
Online advertising is a mass media based on traditional advertising but its own
unique place created by itself in the advertising history. Online advertising is one of the
recent trends that have emerged in the contemporary advertising world. Online
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advertising is typically in the forms of displays or blinks, or pop-ups or roadblocks during
transitions in the form of text, logos, images etc. on the webpage via websites, email, ad-
supported software and Internet-enabled smart phones. There are different types of online
advertisements like contextual ads, banner ads, rich media ads, social networking
advertising, and interstitial ads. The main objective of these advertisements is to draw the
attention of the customers. Online advertising is target focused to reach their
predetermined target customer group. The number of online customers is sprouting
aggressively day by day because of number internet users being multiplied in size in the
recent days. Even though there is an attrition problem in measuring impact of online
advertisements, the advertisers still prefer to use the mode of online advertising
opportunities to reach their target customers.
Increase of electronic goods in the market has facilitated Indian customers to
access Internet through cell phone and tabloids etc. like electronic instruments that have
led to major emergence of online advertisements and even the Government authorities’
are converting their public services into online services where a common man has to visit
the website compulsorily for all general documentation to be completed online to get
benefits of the government public announcements. That is where the success arrived in
the arms of the online advertisers equally par with traditional offline advertisements. This
research studies about how students behave with different online advertisements.
Hyderabad, one of the largest cities in India, which is an ethno-centric metro city with
approximately eighty lakhs population in its arms, has been sampled for this study.
The connections you and your business make are of paramount importance today.
Developing strategic relationships via networking events has been the traditional means
of making new business contacts.
HISTORICAL BACKGROUND OF ONLINE ADVERTISING
Advertising has faithfully served the print industry for 200 years, and was applied to the Internet
with every expectation of success. Web advertising began with Center and Siegel’s in famous Green
Card Lottery message on the Usenet site in April 1994 and was followed in October by advertising
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placements for AT&T, MCI, Sprint, and Volvo on Hot-wired and finally the idea caught on. The
Advertisement grew in sophistication, and today there are Static, rotating, scrolling, animated, flash and
interstitial banner ads all which are designed to generate traffic, increase brand awareness and generate
leads and sales. Internet companies were founded on advertising revenues, and for some years the
companies prospered. Rate depended on: -
i. The Type of advertisement
ii. Where it appeared on the Web Pages.
iii. How it integrated with content.
iv. How well it matched the advertiser’s target audience
Online advertising began in 1994 when Hot Wired sold the first banner ads to
several advertisers. Revenue in the United States grew to an estimated $7.1 billion in
2001 or about 3.1 percent of overall advertising spending. The dot-com bust destroyed or
weakened many of the early online advertising industry players and reduced the demand
for online advertising and related services.
Businesses began to move their advertising efforts into areas by making wide use
of social media from 2009.The social media includes social networking tools such as
Facebook, Twitter, Hi-5, social news tools such as Reddit, Digg, Propeller, social photo
& video sharing tools such as Photobucket, Flickr, YouTube and social bookmarking
tools such as Del.icio.us Flickr, YouTube and social bookmarking tools such as
Del.icio.us and Simpy. One of the advantages of social media advertising is proper
targeting of market through the use of the users’ demographic information provided.
Competitive advantage over traditional advertising: One major benefit of online
advertising is the immediate publishing of information and content that is not limited by
geography or time. The emerging area of interactive advertising presents fresh challenges
for advertisers who have until now adopted an interruptive strategy.
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Another benefit is the efficiency of the advertiser’s investment. Online advertising
allows for the customization of advertisements, including content and posted websites.
For example, Ad Word, Yahoo! Search Marketing and Google Ad Sense enable ads to be
shown on relevant web pages or alongside search results.
The internet has become an ongoing emerging source that tends to expand more
and more. The growth of this particular medium attracts the attention of advertisers as a
more productive source to bring in consumers. A clear advantage consumers have with
online advertisement is the control they have over the product, choosing whether to check
it out or not.
Online advertisements may also offer various forms of animation. In its most common
use, the term "online advertising" comprises all sorts of banner, e-mail, in-game, and
keyword advertising, including on platforms such as Facebook, Twitter, and MySpace.
Web-related advertising has a variety of ways to publicize and reach a niche audience to
focus its attention to a specific group reach a niche audience to focus its attention to a
specific group. Research has proven that online advertising has given results and is
growing business revenue. Jupiter Research predicted $34.5billion in US online
advertising spending.
ONLINE ADVERTISING TERMINOLOGY Above the fold:
Any area of a web page that can be viewed without visitors having to scroll. Ad
space in this area tends to have a higher value than that located elsewhere on the page.
Ad flight:
The total length of an advertising campaign.
Ad network:
An advertising company that brokers deals between online publishers and
advertisers. Bigger ad networks aggregate sites into general categories so that they can
offer advertisers targeted markets. Ad networks are responsible for selling and serving
the majority of Internet advertising.
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Ad server:
Normally operated by a third party, an ad server delivers and tracks ads on
websites .Ad servers perform a useful role in building trust between advertisers and
publishers since the statistics they supply are likely to be free of spin.
Ad space:
The area on a web page set aside for the display of ads.
Ad units:
These refer to the different types of ads which appear online, including banners, interstitials, pop-ups, skyscrapers and text links.
Advertorial:
An advertisement designed to blend in with the appearance and tone of the editorial content it runs alongside.
Affiliate marketing:
An advertising system based on the CPA (Cost per Action) payment method, where
websites display advertisers’ banners for free but receive payment when registrations or
sales result from click through. In its purest form, affiliate marketing simply describes the
use of one website to drive traffic to another.
Affinity marketing:
This is an umbrella term for any marketing approach that extrapolates possible
future purchases from past ones, e.g. Amazon’s customers who bought items like this
also bought...’ recommendations.
Agency:
A company that provides advertising-related services to their clients
AIDA:
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A simple marketing acronym that describes the supposed path to successful
selling. The following responses should be provoked in this order:
A = attention I = interest D = desire A = action
ADVANTAGES OF ONLINE ADVERTISEMENT Target Marketing
A major advantage of the web is the ability to target very specific groups of individuals with a
minimum of waste coverage. In the consumer market. Through personalization and other targeting
techniques, sites are becoming more tailored to meet once need and want.
Message Tailoring
As a result of precise targeting, messages can be designed to appeal to the specific needs and
wants of the target audience. The interactive capability of the net makes it possible to carry on one-to-one
marketing with increased success in both the business and the consumer markets
Interactive Capabilities
The interactive nature of the web leads to a degree of customer involvement. Site visitors are
already interested enough in the company and/ or products to visit.
Information access
Perhaps the greatest advantage of the Internet is its availability as an information source. Internet
users can find a plethora of information about almost any topic of merely by conducting search through
one of the search engines. Once they have visited a particular site, uses can garner a wealth of information
regarding product specification, costs, purchase information, and so on. Links will direct them to even
more information if it is desired.
Creativity
Creatively design sites can enhance company's image leading to repeat visits, and positively
position the company or organization in the consumer's mind.
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Exposure
For many seller companies with limited budget the www (World Wide Web) enables them to
gain exposure to potential customers that heretofore would have been impossible. For a function of the
investment that would be required using traditional media, companies can gain national and even
international exposure in a timely manner.
Speed
For those requiring information on a company, its products, and /or its service offerings, the
Internet is the quickest means of acquiring this information.
DISADVANTAGES OF ONLINE ADVERTISEMENT
Measurement problem
One the greatest disadvantage of the net is the lack of reliability of the research numbers generate.
A Quick review of forecasts, audience profiles, and other statistics offered by research providers will
demonstrate a great deal of variance leading to a serious lack of validity and reliability. One of the
industry's largest and most sited trade publication has written an expose of a heavily sited Internet research
company, referring to the number it provides as "scary" feathers have stressed concern over the fact that
most sites figures or not audited, which mainly to rampant cheating in the respect of the number reported.
Audience characteristic
Due imparts to the accelerating growth of the net, audience characteristic change quickly.
Numbers reported may be completed quickly and are often vary from one provided to the next.
Web Snarl
At times, downloading information from the net takes a long time. When there are a number of
users, the time increasing and some Sites may be inaccessible due to too many visitors. For many users
who expect speed, this is a major disadvantage.
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Costs
The cost of doing business on the MAT continues to increase. While it is possible to establish a
site in expensively, establishing a good side and maintaining it is becoming more and more costly. As
noted earlier, Levi’s for the cost of maintaining a site is considered "world-Class” was prohibitive and one
of the reason for abandoning its E-commerce efforts.
Limited production quality
Although it is improving, net advertising does not offer the capability of many competitive
media for a production standpoint. While the advent of advanced technologies and rich medium is
narrowing the gap, the net still lags behind some areas.
Poor reach
While the Internet numbers are growing in leaps and bounds, its six is still far behind that of
television. As a result, interest companies have turned to traditional medium to achieve reach and
awareness goals. In addition statistics says that only a small percentage of sites on the Internet are captured
and that the top 50 sites listed account for95 percent of the site visited.
Language
If I am selling the goods through the media the buyer prefer to get the information of the
products or services with his own language but the advertiser has no option than to advertise in one single
language which is a major disadvantage.
It involves the usage of the Internet to market and sell goods or services. In this
thesis I wished to seek answers for the following questions with the help of secondary
data obtained from the News Papers, Business Magazines, Online articles along with
web, email surveys and e-questionnaires taking into consideration consumer perspective,
and see if they are moved by the internet marketing done by the companies or not, and if
they are then up to what extent. The survey results helped me in predicting the trends in
Internet marketing.
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In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s
as true for advertisers as it is for consumers. Social networking is the ultimate
manifestation of user generated content, and as such, holds more potential for growth
than any other form of content on the Web today. User Generated Content (UGC) and
Social Networks are transforming the media ecosystem. Gone are the days when power
rested in the hands of a few content creators and media distributors. Gone are the days
when marketers controlled the communication and path between advertisement and
consumer. Today’s model is collaborative, collective, customized and shared. It’s a world
in which the consumer is the creator, consumer and distributor of content. Today there
are over a billion content creators and hundreds of millions of distributors. The
proliferation of quality, affordable technology during the past 5 years, one of the most
profound social effects of the Internet has been the democratization of media. Nowadays,
anybody with a computer and an Internet connection is ready to start broadcasting to the
whole world, for free. Online tools such as the well-known Blogger make publishing on
the Internet extremely easy and accessible to people with hardly any technical
knowledge.
7 P'S Of Online Advertisement
The four P's - Product, Price, Place and Promotion have long been associated with
marketing, but things have changed on the Internet. So along with a change in the nature
of the four P’s there are three new P’s which are relevant to the internet marketer:
Presentation, Processes and Personalization.
Product
Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are usually
presented in the form of a detailed online catalogue that the customer can browse
through. Technology allows the user to virtually touch and feel the product on the
Internet - rotate it, zoom in or zoom out and even visualize the product in different
configurations and combination. Content and software are two avatars of digitized
products that can be even distributed over the Internet. On the Internet, E-marketing will
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be based more on the product qualities rather than on the price. Every company will be
able to bring down the cost of its products and hence competition will not be on price. It
will rather be on the uniqueness of the product. To be able to attract the customers and
retain them, the company will have to provide nouvelle and distinct products that forces
the net users to purchase and come back for more.
2. Price
Price has been drastically changed over the Internet. It lets the buyer decides the price.
Also it gives the buyers information about multiple sellers selling the same product. It
leads to best possible deal for the buyers in terms of price. Pricing is dynamic over the
Internet.
3. Place
Place revolves around setting up of a marketing channel to reach the customer. Internet
serves as a direct marketing channel that allows the producer to reach the customer
directly. The elimination of the intermediate channel allows the producer to pass the
reduced distribution cost to the customer in the form of discounts.
4. Promotion
Promotion is extremely necessary to entice the customer to its website, as there are
currently more than one billion web pages. Promoting a website includes both online and
offline strategies. Online strategies include search engine optimization, banner ads,
multiple points of entry, viral marketing, strategic partnership and affiliate marketing.
Presently, the cyberspace is already cluttered with thousands of sites probably selling
similar products. For the customers to know of the Company’s existence and to garner
information on the kind of products or services that the company is offering, promotion
has to be carried out. There can be traded links or banner advertisements for the same.
Also the traditional mediums like print, outdoor advertising and television can be used to
spread awareness.
5. Presentation
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The presentation of the online business needs to have an easy to use navigation. The look
and the feel of the web site should be based on corporate logos and standards. About 80%
of the people read only 20% of the web page. Therefore, the web page should not be
cluttered with a lot of information. Also, simple but powerful navigational aids on all web
pages like search engines make it easy for customer to find their way around.
6. Processes
Customer supports needs to be integrated into the online web site. A sales service that
will be able to answer the questions of their customers fast and in a reliable manner is
necessary. To further enhance after sales service, customers must be able to find out
about their order status after the sale has been made.
7. Personalization
Using the latest software it is possible to customize the entire web site for every single
user, without any additional costs. The mass customization allows the company to create
web pages products and services that suit the requirement of the user. A customized web
page does not only include the preferred layout of the customer but also a pre selection of
goods the customer may be interested in.
GROWTH OF ONLINE ADVERTISEMENT IN INDIA
Growth of New Media Advertising in IndiaIn recent years various big and notable changes have been witnessed in the field of
communication and media. Many new concepts popped up and new media advertising
is one of them. India is pretty new to new media advertising but this concept has been
around for quite a long time now. Going by the latest trend you will come to know that
new media advertising is the emerging and hottest medium of advertisement.
New media advertising is synonym of online advertising and has taken web media with
a stride. Now people instead of going for traditional advertising tend to give more
weight-age to online advertising. This is mainly due to the fact that it is more targeted
maximum exposure. According to various media gurus’ new media advertising has got
a bright future and they also predict that within few years new media advertising will
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experience a boom in India and around the world.
The biggest advantage of new media advertising is that many other medium too fall in
same bracket and the latest to join the bandwagon is cellular phones. Cellular phones
have recently entered into the scope of new media advertising and are predicted to
flourish in the coming time. New media advertising’s main highlight is that it can be
done via various means such as banner ads, pop-up advertisements, and interstitial and
even pop-under advertisements.
The biggest advantage of new media advertising is that it is relatively cheaper in
comparison to other media and can also be done in an attractive manner. Moreover,
various small and upcoming businesses can easily go for new media advertising. In
other words, you can say that it is very attractive in nature and simultaneously entices
customers too. Going for new media advertising is the wisest choices as it gives the
surfer both visual and graphic treat.
From being a small scale industry, advertising is India has evolved into a
significant domain both in terms of revenue generated as well as number of people
employed. Today, marketing has graduated into a quintessential aspect in a product’s
success, be it a good or a service. Starting from brand image to that of brand identity,
everything gets fostered through one’s advertising efforts for any particular product.
Keeping this aspect in mind, one needs to keep in mind that over the period of years,
online medium has developed as a prospective means of communication. Advertising
industry has caught on the proposition well and diverted some of their scheme of
activities towards online medium. Online advertising in India is riding on the back of
enhanced Internet penetration and with active users heading northward, the sector is only
poised to grow even further.
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OBJECTIVES OF THE STUDY:
To examine behavior of students towards online advertisements during browsing
online.
To know element in the online advertisements influence these students and
employees.
To test whether there is any influence of ad size and type of display ad in drawing
attention of the customers.
RESEARCH METHODOLOGY
The present study has been confined to know the consumer perception with
regards to online advertisement. For this purpose students and profession employees have
been interviewed and detailed analyses of their views are conducted. The survey has been
restricted to the students and professional employees of KITM, Kurukshetra have
randomly been approached with a schedule to garner their views.
DATA COLLECTION
In the present study the use of primary as well as secondary data has been made.
In order to achieve the above mentioned objectives the required primary data have been
collected with the help of structured questionnaires addressed to the students and
employees. To get the insight regarding the perception of students and employees on
online advertisement, 40 students and 35 employees have been approached.
In order to see the concept and overall growth of online advertisement the secondary data
have been collected through Journals, magazines and related websites.
ANALYTICAL METHODS
In the study various statistical techniques like, Tabulation, Percentage and
Average method have been used with the help of Excel Sheet and formula’s.
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The actual consumer perception has been depicted by mean scores which have varied
between 1 to 5.
1≤ mean< 2 Very Poor Perception
2≤ mean < Poor Perception
Mean = 3 Average Perception
3< mean< 4 Good Perception
4≤ mean < Very Good Perception
5≤ mean Excellent Perception
SIGNIFICANCE OF THE STUDY
Online advertising is the key element of any company to be part of competition in
a market. Now a days marketers are preparing online advertisement to get the advantage
of various means of communication i.e Youtube, Facebook, Twitter etc. to keep in touch
with the customers 24 hours. As online advertising is the 24 hours medium of
promotional tool. The present study makes an attempt to identify and analyze the
consumer perception and the impact of online advertisement on them. The marketers are
now preparing special advertisement to have a great attraction of their perspective and
potential customers towards their offerings, which seems to be helpful in great extent.
The study gives the idea regarding the various issues of online advertisement
attractiveness to the marketers.
LIMITATIONS OF THE STUDY
1. The responses of the consumers have been taken from a single area. Thus, their
views may not be generalized.
2. Technicalities involved in various questions related to the online advertisement
had jeopardized the appropriateness of conclusion.
3. Since it is a research project, the study was faced with problems of time and
money.
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REVIEW OF LITERATURE
Online advertising is escalating rapidly to its peak (Gaurav Bhakshi, 2013) due to
additional assistant devices to Internet like mobiles and televisions and changes in rapid
technological move. Since June 1836, when French newspaper La Presse launched its
first paid advertising, many advertisers have shown character in its quick adoption. Just
in about 1840, Volney B. Palmer founded modern day advertising agency in
Philadelphia. Late in 19th century N.W. Ayer & son ad agency was launched. By 1900 the
ad agency had become vital in ad planning. Wireless Internet (Bigne) is creating trend
setting in the modern Internet advertising era. It facilitated Internet as the handbill in the
mobiles of customers. Internet collaboration (Buelligen, 2004) with other mediums such
as television, mobile etc., has risen the future of online advertising. The use of internet by
customers has grown for many purposes like product search, price search, order
placement, payments and delivery information etc. (sinha, 2010). Internet (Sylke, 2002)
has become an important medium that is available 24 hours. AIMC, 2005 study (Hung)
revealed that 37.8% of internet users have laptops and 95% of laptops owners have
mobile phones, 45.6% of them have webcam and 16% have PDAs. Men usually are
independent in making decisions and women are more socially relationship builders
(Citrin).
Internet advertising (Priyanka Shrivastava, 2012) is turning more aggressive like
television advertising and even better than that. The term “online advertising” comprising
all sorts of banner, email, in game, and keyword advertising, on platform such as face
book, Twitter or MySpace has received increased relevance. According to S H H Kazmi
(2012), the estimated value of online ads is about Rs. 100 crore. But still clients are used
to this type of advertising. Fayu Zheng (2006) says that products online attract people to
change their behavior. Internet helps consumers to search for their products in the form of
images, sound and text (Moon, 2004). Internet shopping provides convenience to the
customers (Jarvanpaa and Todd, 1997). It helps in searching for good qualitative products
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(lee and Chung, 2000). According to UCLA Centre for Communication Policy (2001),
Internet shopping has become the third most popular Internet activities , immediately
following email using and web surfing (Li and Zhang, 2002). Online customers are
different from office customers because online customer focuses on purchasing process
and buying factors (Guttman, 1999). Bellman and his colleagues in 1999, who studied the
predictors of online behavior, found that there are two main reasons of internet buyer
behavior. First, customers normally use the internet as a part of their lifestyles. Second,
customers do not have much time to spend for the traditional ways of shopping.
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ANALYSIS & INTERPRETATION
The following data have been interpreted with the help tabulations, and cell chi square
analysis.
ANALYSIS & INTERPRETATION
WHERE E = EMPLOYEE
S = STUDENT
1. Age group:
Table 1.
Age Group Students Employee Percentage>20 2 2.620-25 37 4 54.625-30 21 28Above 30 11 14.6Total 39 36
It is clear from table 1.that 2.6% of the respondents are from less than 20 years of
age, 54.6% are from the age group of 20-25, 28% between the age group of 25-30 and
14% are of the above 30 years of age.
2. Do you surf the net
Table 2.
YES NO
73 2
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Table 2. Shows that the 73 respondents are surfing the internet and are aware of
online advertising.
.
3. On an average, how many hours do you spend on the Internet per day
Table 3
No. of Hours Spent
Students Employee Students % usage
Employee % usage
0-1 15 14 37.5 402-3 13 11 32.5 31.424-5 6 4 15 11.426-7 3 4 7.5 11.42More than 8 5 1 12.5 2.85Total 40 35
It is indicated by the table 3. That 37. 5% of the students and 40 % respondents
spending 0-1 hour on the internet per day respectively. 32.5% of the students and 31. %
of the employee spent 2-3 hours in a day. Similarly, 15 % of students and 11.42 % of
employee spent 4-5 hours as per responses. There is less % of time spent by the students
and employees in the category of 6-7 hours.
So it is observed that the maximum % of students and employees spent 2-3 hours in a day.
4. Are you aware of Online Advertisement?
Table. 4
Students EmployeesYes 34 33No 6 2
Total 40 35
Table 4. Indicates that 34 students are aware of online advertisement out of 40
and 33 employee are aware of the same out of 35 respondents
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5. Do you check the Online Ads while browsing?
Table. 5
Students EmployeesYes 30 30No 10 5
Total 40 35
It is clear from the Table .5 that 30 students and 30 employees have been checked
the online advertisements while browsing
6. Ads relating to which product are you interested in?
Table. 6
Parameter Students Employee Students % Interest
Employee % Interest
Purchasing 6 5 15 14.28Jobs 7 10 17.5 20Entertainment 10 5 25 14.28Academics 11 4 27.5 11.42Others 6 11 15 31.42Total 40 35
Table. 6 revealed that 15 % of students and 14.28 % of employee are in the
interest of watching online advertisement related to purchasing. On the other hand 17.5%
of students and 20% of employee are interested to watch jobs related advertisements.
Academics has the maximum percentage of viewer’s choice in the case of students
consist of 27.5% followed by entertainment of 25%. It has been observed that Academics
and jobs in the case of students and purchasing and Entertainment in the case of
employees are more prevalent as per the study.
23
7. Which sites consist of more ads?
Table .7
Sites Students Employee Opinion on % of More ads(Students)
Opinion on % of More ads(Employee)
Gmail 5 4 12.5 11.42Facebook 6 15 0Youtube 24 11 60 31.42Yahoo 0 1 0 2.85Others 5 14 12.5 40Total 40 35
As per table 7. The maximum scores of percentage on the maximum numbers of
advertisement displayed by the various sites available has been given to Youtube both by
the students and employees 60% and 31.42 percent followed by Gmail, Facebook and
Yahoo respectively.
8. What kind of ads do you like to see?
Table. 8
Students Employee Students Likings %
Employee Likings %
One that pop-ups
10 12 25 34.29
one which has a questionnaire
2 0 5 0
On that Flashes 16 13 40 37.14
one that runs on the top & bottoms
12 10 30 28.57
Total 40 35
24
It is clear from the table 8 that 40% of students and 37.14% of employees liked
the ads which flashes immediately on the screen followed by 30% and 28.57% that runs
on the top and bottom of the screen both by the students as well as employee
respectively. On the other hand 25% and 34.29% has been liked one those pop-ups both
by the students and employees.
9. Have you Responded or participated in any ads?
Table. 9
Students EmployeesYes 30 30No 10 5
Total 40 35
It is observed from the table 9. 30 students and 30 employees have been
participated the ads which displays on the popups, flashes on the screen etc.
10. Does the Online Ads interfere in your work while browsing
Table. 10
Students EmployeesYes 36 28No 4 7
Total 40 35
Table. 10 indicate that 36 students out of 40 and 28 Employee out of 35 have been
responded that the online ads interfering their work while they browse the internet. As a
whole only 4 students and 7 employees have their repercussion regarding the interference
while browsing.
25
11. To what extent do you agree/disagree with the following statements
Students & Employee AnalysisTable.11
Parameter Average
Students(40) Employees(35)
Information on the Internet regarding brand is easy to find
4.56 4.37
Table 11 indicates that both the students and employees are having almost same
perception on the Information on the internet regarding brand easy to find through only
advertisement with the average mean score of 4.56 and 4.37 respectively given on this
front
12. If I find a video that I enjoy, but it is also an advertisement or has a product plug,
Students & Employee AnalysisTable. 12
Parameter Average
Students(40) Employees(35)
I will stillExchange itWith friends &Colleagues
3.475 3
26
Advertisements are the rich source of information and entertainment now a days,
as the marketer are finding the ways to become their advertisement more entertaining,
humorous, serious, positive, glamorous, graceful, full of scenic beauties, well-furnished
homes etc. to attract the customers attention. Consequently, as per observations in the
table 12. The students and employees are sharing and exchanging the advertisement
through social media with their colleagues and friends with a average mean score of
3.475 and 3 respectively.
13. If I find Online Advertising to be appropriate.
Students & Employee AnalysisTable. 13
Parameter Average
Students(40) Employees(35)
Only when I receive free Online services
3.675 3.74
The free online advertising is the new phenomena with the growing promotional
competition in the market. Marketers are finding the ways and means by giving free
online services to their prospective and existing customers. The above table shows that
the students are having more apprehension on the part of free online services with a mean
score of 3.675 as compare to employees with a mean score of 3.74.
14. When a video advertisement plays before the viewing of a free video , I choose to watch, I
Students & Employee AnalysisTable 14.
Parameter Average
27
Students(40) Employees(35)
Open another programme window & ignore it
3.65 3.88
Table 14 indicates that the students had more apprehension regarding a video
advertisement plays before the viewing of a free video, they stuck to open another
programme window and ignore it with average mean score of 3.65 as compare to the
employee with a average mean score of 3.88
15. When an online pop-up video advertisement pops-up, I
Students & Employee AnalysisTable 15.
Parameter Average
Students(40) Employees(35)
View it briefly to see what it is
3.225 3.775
Pop-up ads or pop-ups are often forms of online advertising on the World Wide
Web intended to attract web traffic or capture email addresses. Pop-ups are generally new
web browser windows to display advertisements. The pop-up window containing an
advertisement is usually generated by JavaScript using cross-site scripting (XSS),
sometimes with a secondary payload using Adobe Flash, but can also be generated by
other vulnerabilities/security holes in browser security. A variation on the pop-up
window is the pop-under advertisement, which opens a new browser window hidden
under the active window. Pop-unders do not interrupt the user immediately and are not
seen until the covering window is closed, making it more difficult to determine which
28
web site opened them. Again on this front the students have some apprehensions with a
mean score of 3.225 only as compare to Employees with a mean score of 3.775
16. I find that interactive online video advertising Students & Employee Analysis
Table 16.
Parameter Average
Students(40) Employees(35)
Is easy to view and interact with successfully
3.65 3.68
Interactive advertising uses online or offline interactive media to communicate
with consumers and to promote products, brands, services, and public service
announcements, corporate or political groups. Interactive advertising as the "paid and
unpaid presentation and promotion of products, services and ideas by an identified
sponsor through mediated means involving mutual action between consumers and
producers." This is most commonly performed through the internet; often through the use
of an ad server that can deliver a variety of interactive advertising units. Table 16
indicated that both the students and employees have almost similar responses on the front
of interactive advertising that these are easy to view and interact with successfully with a
mean score of 3.65 and 3.68 respectively.
17. I find interactive online advertising to be.Students & Employee Analysis
Table 17.
29
Parameter Average
Students(40) Employees(35)
Useful to me in some way
3.6 3.88
Table 17 indicated that the students again have some apprehension regarding the
interactive advertising is useful to them as compare to employees with a mean score of
3.6 and 3.88 respectively.
18. When a Non-pop-up online advertisement shows up on the peripherals of a web page I am viewing , I
Students & Employee AnalysisTable 18.
Parameter Average
Students(40) Employees(35)
View it briefly 2.65 3.14
It is clear from the above table that a non-pop up online advertisement shows up
on the peripherals of a web page briefly by the students is very poor as compare to
employee with a mean score of 2.65 and 3.14 respectively.
30
FINDINGS
1. The age group between the 20-25 both in the case of students and employees are
using internet as per study
2. The maximum time spend by the students as well as by the employees is 2-3
hours as per study.
3. Both students as well as employees check the online ads while browsing
4. The students are more interested to watch ads related to academics and
entertainment
5. The employees are more interested to watch ads related to purchase and
entertainment.
6. As per findings the Youtube has more options of advertisement related to
entertainment.
7. The ads on which has a questionnaire don’t like much by both the students and
employees
8. The ads that flashes are more liked by both the students and employees
9. The ads that run on the top and bottoms are also liked by the respondents.
10. The ads related to brands are easy to find
11. The students are more likely to exchange video ads with their friends.
12. Interactive online video advertising are easy to view are rated well both by the
students as well as employees.
13. Employees have very good perception related to interactive online advertising
31
SUGGESTIONS
1. It is suggested to target employees more on online advertising
2. Keep appropriate boards
3. More free online advertisements should be displayed
4. Gmail, Yahoo and facebook should enhance the no. of ads on their boards
5. More video ads will be uploaded by the marketer to have maximum visibility
32
CONCLUSION
Online advertisements play a major role in drawing attention of Internet users. It is found
that all students and employees are turning to be regular customers of Internet. The
students are turning to the core internet browsers for academics and entertainment. Flash
ads, pop-ups and video are becoming very attractive to the customers and are successful
in drawing the attention of customers especially students who pose their eye towards
flash ads. Placing the advertisements in right place on the webpage is another key area
where advertisers need to focus on since most of the students and employees have special
focus of their favourite webpage. Ultimately it is found that the online advertisements are
creating greater opportunities for advertisers to promote their products to their targeted
customers.
33
BIBLIOGRAPHY
Azeem, A. & Haq, Z.(2012). Perception towards internet advertising: A Study with Reference to Three Demographic characteristics. Global Business and Management Research, 4(1),29
Bellmann,S., Lohse, G.L. & Johnson, E. J.(1999). Predictors of online buying behavior. Communication of the ACM, 42(12), 32-38
Bakshi, G & Gupta, S.K (2013). Online advertising and its impact on consumer behavior. International Journal of Research in Finance & Marketing, February, 3(1), 21. Retrieved from http://www.mairee.org
Hung, S.Y., Ku, C.Y & Chang, C.M (2003). Critical factors of WAP services adoption: An empirical study. Electronic Commerce Research and Applications, 2(1), 42-60
Jarvanpaa, S.L. & Todd, P.A (1997). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59-88
Kazmi, S. H. H & Batra, S.K. Advertising and Sales Promotion(2nded). Pp.320, ISBN 81-7446-394-1.
Schumann, D.W. & Thorson, E.(2007). Internet Advertising- Theory and Research. Hillsdale, NJ: Lawrence Erlbaum Association, Inc.
34
ANNEXURE
WHERE E = EMPLOYEE
S = STUDENT
Please Tick the Relevance
NAME:
GENDER: Male: Female:
1. Age group :Below 20 20-25
25- 30
Above 30
2. Do you surf the net
Yes No
3. On an average, how many hours do you spend on the Internet per day
35
0-1
2-3
4-5
6-7
More than 8
4. Are you aware of Online Advertisement
Yes No
5. Do you check the Online Ads while browsing
Yes No
6. Ads relating to which product are you interested in
Purchasing Entertainment
Jobs Academic
Others
7. Which sites consist of more ads
Gmail Facebook
Youtube Yahoo
Other
36
8. What kind of ads do you like to see
One that pop-ups one which has a questionnaire
On that Flashes one that runs on the top & bottoms
9. Have you Responded or participated in any ads
Yes No
10. Does the Online Ads interfere in your work while browsing
Yes No
11. To what extent do you agree/disagree with the following statements
Strongly disagree(1)
Agree(2)
Partially agree(3)
Somewhat agree(4)
Strongly agree(5)
Information on the Internet regarding brand is easy to find
12. If I find a video that I enjoy, but it is also an advertisement or has a product plug,
Very often(5)
Often(4)
Occasionally(3)
Rarely(2)
VeryRarely(1)
I will stillExchange itWith friends
37
&Colleagues.
13. If I find Online Advertising to be appropriate.
Very often(5)
Often(4)
Occasionally(3)
Rarely(2)
Very rarely(1)
Only when I receive free Online services
14. When a video advertisement plays before the viewing of a free video , I choose to watch, I
Very often(5)
Often(4)
Occasionally(3)
Rarely(2)
Very Rarely(1)
Open another programme window & ignore it
15. When an online pop-up video advertisement pops-up, I
Very often(5)
Often(4)
Occasionally(3)
Rarely(2)
Very rarely(1)
View it briefly to see what it is
16. I find that interactive online video advertising
Very often(5)
Often(4)
Occasionally(3)
Rarely(2)
Very rarely(1)
38
Is easy to view and interact with successfully
17. I find interactive online advertising to be.
Very often(5)
Often(4)
Occasionally(3)
Rarely(2)
Very rarely(1)
Useful to me in some way\
18. When a Non-pop-up online advertisement shows up on the peripherals of a web page I am viewing , I
Very often(5)
Often(4)
Occasionally(3)
Rarely(2)
Very rarely(1)
View it briefly
