Abstract:Now-a-days it is very important for the business persons to attract their target customers towards their products through valuable mode of promotion and communication. Increasing use of World Wide Web...Now-a-days it is very important for the business persons to attract their target customers towards their products through valuable mode of promotion and communication. Increasing use of World Wide Web has completely changed the scenario of business sector. Customized products and services, customer's preferences, and dot com craze have elevated the importance of internet advertising. Internet is the most powerful medium of the 21st century. It has great potential as a powerful advertising medium in the future. 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. Online Ads are effective in terms of cost and time saved but they do lag behind traditional mass media in terms of delivery of message and the process of eliciting action (Online purchases).The study focuses on the perception of potential customers towards Online Ads, factors that influence the effectiveness of Online Ads, awareness level of respondents towards Online Ads & the influence of demographic and psychographic factors on Online Ads. Online advertising is widely used across virtually all industry sectors. Online advertising is a large business and is growing rapidly. The major findings of the study are that though the awareness level is considerably high, most of the respondents feel that Online Ads lag behind traditional media in terms of the effect it has on influencing purchase decisions, moreover respondents' prior exposure to the companies brand and their perception of a particular brand influences the effectiveness of Online Ads.Read More
Publication Year: 2015
Publication Date: 2015-06-01
Language: en
Type: article
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