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A

ProjectReport
On
EFFECTIVENESSOFINTERNETADVERTISING
InpartialfulfillmentoftherequirementforMastersDegree
inManagementStudies(M.M.S.)

ANSARIYASSIRARAFAT
RollNo:B(06)
Specialization:Marketing
AcademicYear:201213
Undertheguidanceof:

Prof.AughiDalton
UNIVERSITYOFMUMBAI

AnjumanIIslams
AllanaInstituteofManagementStudies(AIAIMS)
Mumbai

AnjumanIIslams
AllanaInstituteofManagementStudies(AIAIMS)
Mumbai
Certificate
ThisistocertifythatMr.ANSARIYASSIRARAFATastudentofAnjuman
IIslamsAllanaInstituteofManagementStudies(AIAIMS)pursuingfinalyear
in M.M.S. has completed the dissertation report on Effectiveness of
Internet Advertising intheAcademicyear2012 2013.

Date:

Place:

_________________

_______________

Prof.AughiDalton

Prof.LukmanPatel

ProjectGuide
AIAIMS

Director
AIAIMS

DECLARATION

ProjectTitle:EffectivenessofInternetAdvertising
Submittedon:31032013
UndertheGuidanceof:Prof.AughiDalton
College:AnjumanIIslamsAllanaInstituteofManagementStudies(AIAIMS)

ThisistodeclarethatI,Mr.ANSARIYASSIRARAFATstudentofAnjumanI

th

IslamsAllanaInstituteofManagementStudies(AIAIMS)IV semester(Marketing)hereby
declarethatIhavecompletedtheprojecton EffectivenessofInternetAdvertisinginthe
Academicyear20122013.
Theinformationsubmittedistrueandoriginaltothebestofmyknowledge.

Date:31032013

Place:Mumbai

ANSARIYASSIRARAFAT
M.M.S.IIYear(201213)
SpecializationMarketing

ACKNOWLEDGEMENT

Itakeimmensepleasureincompletingthisprojectandsubmittingthefinalprojectreport.
th

The4 semesterhasbeenfulloflearningandsenseofcontributiontowardsthetheory
andpracticalknowledge.IwouldliketothankmyprojectguideProf.AughiDalton
(core faculty at AIAIMS),forgiving me anopportunity oflearning andcontributing
throughthisproject.

Ialsotakethisopportunitytothankallthosepeoplewhohavemadethisexperiencea
memorableone.Asuccessfulprojectcanneverbepreparedbythesingleeffortofthe
persontowhomtheprojectisassigned,butitalsodemandsthehelpandguardianshipof
somescholarlypeople,whohelpedtheundersignedactively.

IwouldliketothankourDirectorProf.LukmanPatelandallthefacultiesofAIAIMS
fortheirvaluableguidance,keeninterest,cooperation,inspiration&moralsupportfor
completingmycourse.

Date:31032013
Place:Mumbai

________________
ANSARIYASSIRARAFAT
M.M.S.IIYear(201213)
SpecializationMarketing

EXECUTIVESUMMARY
The new millennium has brought us on the brink of the I.T. Revolution. This
revolutionhasbeenaidedbytheadventoftheInternetinabigway.Internetisfastchanging
the way people used to do things. Naturally, the same would have an impact on the
advertisers.TheInternethasbeenacceptedasthemostpowerfulmediaforadvertisingdueto
theabsenceofgeographicalbarriers.TheadventoftheInternetanditssubsequentacceptance
hasonceagainchallengedthetraditionalformsofadvertising.Advertisersaretryingtouse
the'net'toadvertisetheirproductsandhence'net'theircustomers.Thus,withtheInternet
gaining prominence, advertising equations are fast changing we would like to study the
impactofInternetonadvertisingfromthecustomersaswellasadvertiserspointofview.
ThereisnoquestionthatthegrowthofInternetadvertisingisoutpacingofflineadvertising.
Asmoreandmorecompaniesrealizetherealvalueinadvertisingtheirgoodsandservices
online, they are diverting funds from other forms of offline advertising to compensate.
Consequently, the market share of Internet advertising is continually growing while the
marketshareofofflineadvertisingmediumsstagnatesordeclines.Atthecurrentrateof
growth,Internetadvertisinghasalreadyovertakenradioadvertisinginspendingandmarket
share.Whileoutdooradvertisingisalsoexperiencinggrowth,itisnotgrowingasrapidlyas
Internetadvertising,andInternetadvertisinghasalreadyovertakenit.Thedominantformsof
offlineadvertising,television,newspapers andmagazines,stillholdthelionshareofthe
market,buttheirmarketshareisexpectedtodecreaseslowlyoverthenextfewyears.
ThegrowthinInternetadvertisingisduetotwodifferentfactors,moreadvertisers
movingpromotionsonlineandthegrowingpenetrationoftheInternetitself.Becausethe
Internetisstillarelativelynewmediumwhencomparedtootherlongestablishedadvertising
mediumslikenewspapersandtelevision,advertisershavenotyetrealizedthefullpotential
for gain. In 2013, if youre not on a social networking site, youre not on the Internet. Its as
trueforadvertisersasitisforconsumers.Socialnetworkingistheultimatemanifestationof
usergeneratedcontent,andassuch,holdsmorepotentialforgrowththananyotherformof
content on the Web today. User Generated Content (UGC) and Social Networks are
transformingthemediaecosystem.Gonearethedayswhenpowerrestedinthehandsofa
fewcontentcreatorsandmediadistributors.Gonearethedayswhenmarketerscontrolledthe

communicationandpath between advertisement and consumer. Todays model is

collaborative, collective, customized and shared. Its a world in which the consumer is the
creator,consumeranddistributorofcontent.Todaythereareoverabillioncontentcreators
andhundredsofmillionsofdistributors.Theproliferationofquality,affordabletechnology
duringthepast5years,oneofthemostprofoundsocialeffectsoftheInternethasbeenthe
democratizationofmedia.Nowadays,anybodywithacomputerandanInternetconnectionis
readytostartbroadcastingtothewholeworld,forfree.Onlinetoolssuchasthewellknown
BloggermakepublishingontheInternetextremelyeasyandaccessibletopeoplewithhardly
anytechnicalknowledge.

INDEX
Sr.No

Topic

PageNo

Introduction

01

ReviewOfLiterature

14

InternetAdvertising

23

TraditionalAdvertisingVsInternetAdvertising

32

DataAnalysis

39

FindingsOfTheStudy

52

Conclusion

54

Recommendation

55

SocialMediaMarketing

56

10

CaseStudy

62

11

Annexure

65

12

Bibliography

69

13

Webliography

70

Effectiveness of Internet
Advertising

1.INTRODUCTION

1.1EvolutionofMarketing
Marketing_SpelledPronunciation[mahrkiting]Noun
1. Theactofbuyingorsellinginamarket.
2. The total of activities involved in the transfer of goods from the producer or seller to the
consumerorbuyer,includingadvertising,shipping,storing,andselling.
Atthebeginningofthecentury,sociallifewasmostlylocal.Itwasfollowedbyaperiodin
which commodities were produced on a mass scale. Consumer Marketing operated on mass
marketingprinciplesandbusinessprimarilyconcerneditselfwithhowtobuildthebestsalesforce.
Attheendofthecentury,thereisanemergingglobalculture.Themajordriversofthesechanges
aretechnology.Technologicalchangehasmovedsteadilybackfocusingontheindividual.These
changes shape the possibility and conduct of business. Marketing is especially tied to
communicationandtransportationrevolution.Asthetoolsandreachofmarketingincrease,thejob
andresponsibilitiesofmarketershaveevolvedwiththem.PhilipKotlerformalizedthisevolution
with his book "Marketing Management". His key stages are production, sales and brand
management.Eachoftheseisstronglymotivatedbytechnologicalopportunities,whichpermitnew
methods and new opportunities. A fourth stage, a focus on the individual customer, is also
important.AsthenewtechnologyoftheInternetdevelops,itreinforcesthenewmarketing
emphasiswhichinmanywaysisareturntobusinessattheturnofthecentury.
In todays technology driven world, a new fast paced digital economy is emerging.
Tomorrowtherewillbecompaniesthatwillexistonlyinsidecomputernetworks.Mostbusiness
transactionswillbemadeelectronically,directlyfromtheproducertotheconsumer,bypassingthe
supplychain.Inthedigitalmarketingenvironment,theconsumerbecomesanintegralplayerinthe
developmentoftheproduct.Infact,aconsumermightbuildtheproducthimselffromawidearray
ofpartsprovidedbytheCompany.Itisecommercethatischangingthewayproductsandservices
areconceived,manufactured,promoted,priced,distributedandsold.Thereasonbeingthatitis
muchcheaper;itallowsvastcoverageandhelpsinservingthecustomerbetter.

Effectiveness of Internet
Advertising

s product, service,
need, etc., esp. by

1.2
Advertisi
ng

paid announcements
in newspapers and
magazines,

over

radio or television,
advertisi
ng_Show
onbillboards,etc.:to
Spelled
get more customers
Pronuncia
tion[ad
byadvertising.
vertahy
II. Paid announcements;
zing]
advertisements.
III. The profession of
planning, designing, and
writingadvertisements.

noun

Advertisingisapaidformof
communication, although
some forms of advertising,
such as public service
announcements,usedonated
spaceandtime.Second,not
onlyisthe
Message paid for, but the
9.

the
act
or
prac
tice
of
calli
ng
pub

sponsorisidentified.Third,
most advertising tries to
persuade or influence the
consumer to do something,
although in some cases the
point of the message is
simply to make consumers
aware of the product or
company Fourth and fifth,

lic the message is conveyed


atte through many different
ntio kinds of mass media
n to.Reaching a large audience
one' of potential consumers.

Finally,
Advertising is paid non
because
advertising

personal

isaformof

communica

mass

tionfrom

communica

an

tion,italso
non
personal
A
definition
of
advertising,
then,
includesall
sixfeatures

identified
sponsor
using mass
mediato
persuade
or
influence
an
audience

Effectiveness of Internet
Advertising

1.3FunctionsofAdvertising
Advertisingisanimportantpromotionaltoolforanymarketingcampaign.Somuchsothat
wheneverwethinkofmarketingwethinkofadvertisingalthoughitisjustoneofthemarketing
tools.Tillnowonlycompanieswithaprofitmotivewentinforadvertising.Buttodaygovernment
bodies as well as nongovernmental organizations (NGOs) go for high profile advertising
campaigns.Thepurposehereisnottoincreasethesalesfigurebuttoincreasetheawarenessof
peopleregardingtherelevanttopics.
Even though each ad or campaign tries to accomplishgoals unique to its sponsor, advertising
performsthreebasicfunctions:
1.Provideproductorbrandinformation
Althoughmanyadsaredevoidofinformation,providingtheconsumerwithrelevant
Informationthatwillaiddecisionmakingisstillthemainfunctionofadvertising.The

Informationgivendependsontheneedsofthetargetaudience.Inthecaseofpurchasinganewsuit,
needed information might simply include price and outlet location. Fortechnical products,the
informationislikelytobeverydetailed.
2.Provideincentivestotakedecision
In most instances, consumers are reluctant to change established behaviour. Even if there are
somewhatdissatisfiedwiththecurrentproductorservice,ahabithasbeen
Established and learning about a new product is deemed difficult. Advertising provides the
consumer with reasons to switch brands by presenting reasons through copy or graphics.
Convenience,highquality,lowerprice,warranties,oracelebrityendorserareallpossibilities.
3.Provideremindersandreinforcement
Its amazing how much advertising is directed at current customers. Consumers forget why they
bought a particular brand of microwave or automobile. Advertising must remind the customer
constantlyaboutthenameofthebrand,itsbenefits,itsvalue,andsoforth.Thesesamemessages
help reinforce the customers decision. Most television advertising seems to provide this function.

Effectiveness of Internet
Advertising

1.4TypesofAdvertising
Advertisingisaformofselling.Ittriestomakeconsumersbuygoodsorservices.Advertisersmust
beawareofthefactorsthatinfluencepeople'sbuyinghabitsandthenuseadvertisingstrategies
basedonthisknowledge.Advertisingcanbeclassifiedinnumberofways.
1.PrintAdvertising:Newspapers,Magazines,Brochures,Fliers
The print media have always been a popular advertising medium. Advertising products via
newspapersormagazinesisacommonpractice.Inadditiontothis,theprintmediaalsooffers
optionslikepromotionalbrochuresandfliersforadvertisingpurposes.
2.OutdoorAdvertising:Billboards,Kiosks,TradeshowsandEvents(OOH)
Outdooradvertisingisalsoaverypopularformofadvertising,whichmakesuseofseveraltools
and techniques to attract the customers outdoors. The most common examples of outdoor
advertising are billboards, kiosks, and also several events and tradeshows organized by the
company.Thebillboardadvertisingisverypopularhoweverhastobereallyterseandcatchyin
ordertograbtheattentionofthepassersby.Thekiosksnotonlyprovideaneasyoutletforthe
company products but also make for an effective advertising tool to promote the companys
products. Organizing several events or sponsoring them makes for an excellent advertising
opportunity. The company can organize trade fairs, or even exhibitions for advertising their
products.Ifnotthis,thecompanycanorganizeseveraleventsthatarecloselyassociatedwiththeir
field.
3.Broadcastadvertising:Television,RadioandtheInternet
Broadcastadvertisingisaverypopularadvertisingmediumthatconstitutesofseveralbrancheslike
television,radioortheInternet.Televisionadvertisementshavebeenverypopulareversincethey
havebeenintroduced.Theradiomighthavelostitscharmowing
tothenewagemediahowevertheradioremainstobethechoiceofsmallscaleadvertisers.
4.CovertAdvertising:AdvertisinginMovies
Covertadvertisingisauniquekindofadvertising

entertainmentshow.

a product or a

inwhichincorporatedinsomeentertainmentand

particular brand

media channels like sports. There is no

is

commercial in the entertainment but the

television shows

sometimes evidently) showcased in the

orevenbrandor

movies,

theproductissubtly(or

Effectiveness of Internet
Advertising
5.SurrogateAdvertising:AdvertisingIndirectly
Surrogateadvertisingisprominentlyseenincaseswhereadvertisingaparticularproductisbanned
by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are
prohibitedbylawinseveralcountriesandhencethesecompanieshavetocomeupwithseveral
otherproductsthatmighthavethesamebrandnameandindirectlyremindpeopleofthecigarettes
orbeerbottlesofthesamebrand.CommonexamplesincludeFostersandKingfisherbeerbrands,
whichareoftenseentopromotetheirbrandwiththehelpofsurrogateadvertising.
6.PublicServiceAdvertising:AdvertisingforSocialCauses
Public service advertising is a technique that makes use of advertising as an effective
communicationmediumtoconveysociallyrelevantmessagedaboutimportantmattersandsocial
welfarecauseslikeAIDS,energyconservation,politicalintegrity,deforestation,illiteracy,poverty
andsoon.
7.CelebrityAdvertising
Althoughtheaudienceisgettingsmarterandsmarterandthemoderndayconsumergettingimmune
totheexaggeratedclaimsmadeinamajorityofadvertisements,thereexistasectionofadvertisers
thatstillbankuponcelebritiesandtheirpopularityforadvertisingtheirproducts.Usingcelebrities
foradvertisinginvolvessigningupcelebritiesforadvertisingcampaigns,whichconsistofallsorts
ofadvertisingincluding,televisionadsorevenprintadvertisements.
8.InternetAdvertising
Internetpromotionisoneofthenewertypesofadvertisingandcanbeaccomplishedinanumberof
ways.Flashadvertisingreferstomessagesthatjumpontoyourcomputerscreenandoftenmove
around.Theycanbehardtocloseandareannoying,buteffectiveatgainingyourattention.Popup
andscrollingadsareotherexamplesofthesetypesofadvertising.Payperclickadvertisingrefersto
marketerspayingtohavetheirwebpagesplacedhighonsearchengineresultspages.Thesearealso
calledsponsoredlinks.

Effectiveness of Internet
Advertising

1.5OBJECTIVEOFTHESTUDY

1Tocomparethetrustleveloftraditionaladvertisingandonlineadvertising(consumerspoint
ofview)
2Tofindtheeffectivenessofinternetadvertising(reachandcreationofawareness)
3Tofindthereliabilityofinternetadvertising(recallandremembrance)
4Toascertaintheimportanceofonlineadvertisingasapromotionaltool.

1.6STATEMENTOFTHEPROBLEM
IsonlineadvertisingeffectiveininfluencingthepotentialBuyers?

1Internetisoneoftheimportantmediumsthatownallkindsoffeatures,whichimpliesa
greatpotentialandpowerfuladvertisingmediuminthefuture.Inaddition,Internethasa
better impact than traditional media in the features like Format Variety, Affinity, and
Preservability.Furthermore,Internetistheonlymediumsofarwhichownsthefeatureof
interactivity.Thatcreateslotsofnewcommunicationopportunitiesandpossibilitiesthat
wereunabletobeachievedinthepastbecauseofthelimitationofmediatechnologies.In
spite of these whether the online advertisement is effective in influencing the Potential
Buyersinmodernera.

Effectiveness of Internet
Advertising

MARKETRESEARCH

Title:AstudyontheeffectivenessofInternetAdvertisinginMumbai

1.7PURPOSEANDSCOPEOFSTUDY

AdvertisersareexpectedtospendRs.25,500millionininternetadvertisingintheyear2013third
onlytoTVandPrintads,whichisaround6065%morethanthatintheyear2011,compound
percentageincreaseof124%overthelast5years.Thisisthenewageofadvertising.
Itistruethatpeoplehavestartedrealizingthatinternetcanserveasaonestoppointforalltheir
needs. Be it communication, entertainment, shopping, information search, internet serves as a
panaceaforalltheirrequirements.Thishasled70%oftheeveruserstogluethemselvestothe
Internet and access it on a regular basis. This is an opportunity for advertisers to exploit this
revolution.But,isittheendoftraditionaladvertising?Isinternetadvertisingeffectiveandefficient
comparedtothetraditionalform??Doesitfulfilthebasicobjectivesofadvertising(create
awareness, to generate sales, build positive image, etc)???
Theproblemisthat,volumesofconsumersareonlineeverydayfortheirpersonalwork,butdothey
notice the ads, banners etc. displayed on that webpage, most important what is their
recall/remembrancevalue.Whataboutthereachofonlineadvertising,isiteffectiveacrossoverall
targetgroups?Wehavetrustedtraditional advertising all these years and its a proven medium that
fulfils all the objectives of advertising, can one have the same trust for online advertising

Effectiveness of Internet
Advertising

1.8SIGNIFICANCEOFTHESTUDY

1 Thisstudywouldhelptoknowtheimportanceofinternetadvertising.
2 Thisstudywillhelpthecompanytofindoutwhetheracustomerisawareofproductsthrough
online.
3 Thisstudywouldhelptheadvertisertofindoutnewanddifferentsolutionstobuildabrand
strategyfortheirproducts.

1.9RESEARCHMETHODOLOGY

Researchdesign
Thisisadescriptiveresearchasitwillclarifythedoubtsaboutonlineadvertising.
Itwouldgiveusaclearpictureontheeffectivenessandreliabilityofonlineadvertisingcompared
tothetraditionalformofadvertising.

Datacollection
Secondarydata:Onlinereportsrelatedtoadvertising
Primarydata:Questionnaire,PersonalInterview,InterviewwithMarketingProfessional

1.91HYPOTHESIS
NullHypothesis:onlineadvertisingisnoteffectivethantraditionaladvertising.
AlternateHypothesis:onlineadvertisingiseffectivethantraditionaladvertising.

Effectiveness of Internet
Advertising

1.92SAMPLINGPLAN
SamplingTechnique:
Judgmental Non Probability sampling can be used to select the individual units for better
productivityofthequestionnaire.Awelleducatedpersonmaybeabletoreasonoutthequestionsin
thebetterway.
SamplingSize
Insamplinganalysisthemostticklishquestionis:Whatshouldbethesizeofthesampleorhow
large or small should be n? If the sample size (n) is too small,itmaynotservetoachievethe
objectivesandifitistoolarge,wemayincurhugecostandwasteresources.Asageneralrule,one
cansaythatthesamplemustbeofanoptimumsizei.e.,itshouldneitherbeexcessivelylargenor
toosmall.Technically,thesamplesizeshouldbelargeenoughtogiveaconfidenceintervalof
desiredwidthandassuchthesizeofthesamplemustbechosenbysomelogicalprocessbefore
sampleistakenfromtheuniverse.
Samplesizerelatestohowmanypeopletopickforthestudy.Thequestionoftenaskedis:Howbig
asampleisnecessaryforagoodsurvey?
Thisdependson:factorssuchasa)theresearcherhypothesesorquestions;b)levelofprecision,c)
populationhomogeneity,d)samplingtechniqueused;e)monetaryandpersonalresources;andf)
theamountoftimeavailableAccordingtothelawoflargenumbers,thelargerthesamplesize,the
better the estimates, or the larger the sample the closer the "true" value of the population is
approached.
Sampleshouldbeauserofinternetorshouldhaveknowledgeaboutinternet100numbersinall
SamplingUnit
Adecisionhastobetakenconcerningasamplingunitbeforeselectingsample.Samplingmaybea
geographicalonesuchasstate,district,village,etc.,oraconstructionunitsuchashouse,flat,etc.,
oritmaybeasocialunitsuchasfamily,club,school,malls,etc.,oritmaybeanindividual.The
researcherwillhavetodecideoneormoreofsuchunitsthathehastoselectforhisstudy.
ThesamplingunitwasdoneathangoutplacesinMumbai

Effectiveness of Internet
Advertising
SamplingFrame
Samplingframe(synonyms:"sampleframe","surveyframe")istheactualsetofunitsfromwhicha
samplehasbeendrawn:inthecaseofasimplerandomsample,allunitsfromthesamplingframe
haveanequalchancetobedrawnandtooccurinthesample.Intheidealcase,thesamplingframe
shouldcoincidewiththepopulationofinterest.
Consider,forexample,asurveyaimedatestablishingthenumberofpotentialcustomersforanew
serviceinthepopulationofNewYorkCity.Theresearchteamhasdrawn1000numbersatrandom
fromatelephonedirectoryforthecity,made200callseachdayfromMondaytoFridayfrom8am
to5pmandaskedsomequestions.
Inthisexample, population ofinterestisallinhabitantsofthecity;the samplingframe includes
onlythoseNewYourCitydwellersthatsatisfyallthefollowingconditions:
1) hasatelephone;
2) thetelephonenumberisincludedinthedirectory;
3) likelytobeathomefrom8amto5pmfromMondaytoFriday;
4) notapersonwhorefusestoansweralltelephonesurveys.
The samplingframe inthis casedefinitelydiffersfromthe population. Forexample,itunder
representsthecategorieswhicheitherhavenoatelephone(e.g.themostpoor),haveanunlisted
number,andwhowerenotathomeatthetimeofcalls(e.g.employedpeople),whodon'tliketo
participateintelephoneinterviews(e.g.morebusyandactivepeople).Suchdifferencesbetweenthe
samplingframeandthepopulationofinterestisamaincauseofbiasinsurveysandothermethods
aimedatrandomsampling.
Thesamplingframechosenwerethepeoplewhohaveinterestandknowledgeaboutinternetand
awareofadvertisementads.
SamplingMethod
Thegeneralgoalofallsamplingmethodsistoobtainasamplethatisrepresentativeofthetarget
population.Inotherwords,apartfromrandomerror,theinformationderivedfromthesampleis
expectedtobethesamehadacompletecensusofthetargetpopulationbeencarriedout.The
proceduresusedtoselectasamplerequiresomepriorknowledgeofthetargetpopulation,which
allowsadeterminationofthesizeofthesampleneededtoachieveareasonableestimate(with

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Effectiveness of Internet
Advertising
acceptedprecisionandaccuracy)ofthecharacteristicsofthepopulation.Mostsamplingmethods
attempttoselectunitssuchthateachhasadefinableprobabilityofbeingchosen.Methodsthat
adoptthisapproacharecalled"probabilitysamplingmethods."Examplesofsuchmethodsinclude
simplerandomsampling,systematicsampling,stratifiedsampling,andclustersampling.
Randomsamplingisonewhereeveryperson(orunit)inthepopulationfromwhichthesampleis
drawnhassomechanceofbeingincludedinit.Ideally,theselectionsthatmakeupthesampleare
madeindependently;thatis,thechoicetoselectoneunitwillnotaffectthechanceofanotherunit
being selected. The simplest way of selecting sampling units where each unit has an equal
probabilityofbeingchosenisreferredtoasasimplerandomsample.
Systematicrandom samplinginvolvesdecidingwhatfractionofthetargetpopulationistobe
sampled,andthencompilinganorderedlistofthetargetpopulation.Theorderingmaybebasedon
thedateapatiententeredaclinic,thelastsurnameofpatients,orotherfactors.Then,startingatthe
beginningofthelist,theinitialsampleunitisrandomlyselectedfromwithinthefirstkunits,and
thereaftereverykthindividualissampled.Typically,theintegerkisestimatedbydividingthesize
ofthetargetpopulationbythedesiredsamplesize.Thismethodofsamplingiseasytoimplement
inpractice,andthesamplingframecanbecompiledasthestudyprogresses.
Stratifiedrandom sampledividesthepopulationintodistinctnooverlappingsubgroups(strata)
according to some important characteristics (e.g., age, income) and then a random sample is
selectedwithineachsubgroup.Theinvestigatorcanusethismethodtoensurethateachsubgroupof
interestisrepresentedinthesample.Thismethodgenerallyproducesmorepreciseestimatesofthe
characteristics ofthetargetpopulation,unless very small numbers ofunits are selected within
individualstrata.
Clustersamplingmaybeusedifthestudyunitsformnaturalgroupsorifanadequatelistofthe
entirepopulationisdifficulttocompile.Inanationalsurvey,forexample,clustersmaycomprise
individuals in a localized geographic area. The clusters or regions are selected, preferably at
random,andthepersonsareenumeratedineachselectedregionandrandomsamplesaredrawn
fromtheseunitsofthepopulation.Becausesamplingisperformedatmultiplelevels,thismethodis
sometimesreferredtoasmultistagesampling.
With non probability sampling methods, the probability of being included in the sample is
unknown.Examplesofthissamplingmethodincludeconveniencesamplesandvolunteers.These
typesofsamplesarepronetobiasandcannotbeassumedtoberepresentativeofthetarget

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Effectiveness of Internet
Advertising
population.Forexample,peoplewhovolunteerarefrequentlydifferentinmanyrespectsfromthose
whodonot.Testsofhypothesisandstatisticalinferenceconcerningthesampledunitsandthetarget
populationcanonlybeappliedwithprobabilitysamplingmethods.Thatis,thereisnowaytoassess
thevalidityofthesamplesobtainedusingnonprobabilitysamplingstrategies.
Thesamplingmethodusedinourstudyissimplerandomsampling.

1.93ResearchLimitation

1Limitedpeople:Thequestionnairetobefilledupforthesurveywassubmittedtoonly100
people.
2Findingsofthesurveyarebasedontheassumptionthattherespondentshavegivencorrect
information.
3TargetAudience:IhavemostlytargetedallMumbaipeopleandcouldnotgetaviewofthe
peoplestayinginthesuburbs.
4Sincetherespondentshadtofillthequestionnairewhilebusywiththeirhecticschedule,
manypeoplewerereluctanttoanswer.
.

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Advertising

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Effectiveness of Internet
Advertising

2.REVIEWOFLITERATURE
2.1InternetMarketing
TheAdventoftheInternet
ThenewmillenniumhasbroughtusonthebrinkoftheI.T.Revolution.Thisrevolutionhas
beenaidedbytheadventoftheInternetinabigway.Internetisfastchangingthewaypeopleused
todothings.Naturally,thesamewouldhaveanimpactontheadvertisers.TheInternethasbeen
acceptedasthemostpowerfulmediaforadvertisingduetotheabsenceofgeographicalbarriers.
TheadventoftheInternetanditssubsequentacceptancehasonceagainchallengedthetraditional
formsofadvertising.
Advertisers are trying to use the 'net' to advertise their products and hence 'net' their
customers.Thus,withtheInternetgainingprominence,advertisingequationsarefastchanging.
Internetmarketing,alsoreferredtoaswebmarketing,onlinemarketing,oreMarketing,isthe
marketingofproductsorservicesovertheInternet.Internetmarketingtiestogethercreativeand
technicalaspectsoftheInternet,includingdesign,development,advertising,andsale.TheInternet
hasbroughtmanyuniquebenefitstomarketing,oneofwhichbeinglowercostsforthedistribution
ofinformationandmediatoaglobalaudience.TheinteractivenatureofInternetmarketing,bothin
termsofprovidinginstantresponseandelicitingresponses,isauniquequalityofthemedium.
Internetmarketingissometimesconsideredtohaveabroaderscopebecauseitnotonlyrefersto
digitalmediasuchastheInternet,email,andwirelessmedia;however,Internetmarketingalso
includesmanagementofdigitalcustomerdataandelectroniccustomerrelationshipmanagement
(ECRM)systems.

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Effectiveness of Internet
Advertising

7P'sOfInternetMarketing
ThefourP'sProduct,Price,PlaceandPromotionhavelongbeenassociatedwithmarketing,but
thingshavechangedontheInternet.Soalongwithachangeinthenature of the four Ps there are
three new Ps which are relevant to the internet marketer: Presentation, Processes and
Personalization.

1.Product
ProductontheInternetusuallychangesformonline,andtheuserexperiencesitelectronically,in
theformoftext,imagesandmultimedia.Physicalgoodsareusuallypresentedintheformofa
detailedonlinecataloguethatthecustomercansbrowsethrough.Technologyallowstheuserto
virtuallytouchandfeeltheproductontheInternetrotateit,zoominorzoomoutandeven
visualizetheproductindifferentconfigurationsandcombination.Contentandsoftwarearetwo
avatarsofdigitizedproductsthatcanbeevendistributedovertheInternet.OntheInternet,E
marketingwillbebasedmoreontheproductqualitiesratherthanontheprice.Everycompanywill
beabletobringdownthecostofitsproductsandhencecompetitionwillnotbeonprice.Itwill
ratherbeontheuniquenessoftheproduct.Tobeabletoattractthecustomersandretainthem,the
companywillhavetoprovidenouvelleanddistinctproductsthatforcesthenetuserstopurchase
andcomebackformore.

2.Price
PricehasbeendrasticallychangedovertheInternet.Itletsthebuyerdecidestheprice.Alsoitgives
thebuyersinformationaboutmultiplesellerssellingthesameproduct.Itleadstobestpossibledeal
forthebuyersintermsofprice.PricingisdynamicovertheInternet.

3.Place
Placerevolvesaroundsettingupofamarketingchanneltoreachthecustomer.Internetservesasa
directmarketingchannelthatallowstheproducertoreachthecustomerdirectly.Theeliminationof
theintermediatechannelallowstheproducertopassthereduceddistributioncosttothecustomerin
theformofdiscounts.

4.Promotion
Promotionisextremelynecessarytoenticethecustomertoitswebsite,astherearecurrentlymore
thanonebillionwebpages.Promotingawebsiteincludesbothonlineandofflinestrategies.Online

15

Effectiveness of Internet
Advertising
strategiesincludesearchengineoptimization,bannerads,multiplepointsofentry,viralmarketing,
strategicpartnershipandaffiliatemarketing.Presently,thecyberspaceisalreadyclutteredwith
thousands of sites probably selling similar products. For the customers to know of the Companys
existenceandtogarnerinformationonthekindofproductsorservicesthatthecompanyisoffering,
promotionhastobecarriedout.Therecanbetradedlinksorbanneradvertisementsforthesame.
Alsothetraditionalmediumslikeprint,outdooradvertisingandtelevisioncanbeusedtospread
awareness.

5.Presentation
Thepresentationoftheonlinebusinessneedstohaveaneasytousenavigation.Thelookandthe
feelofthewebsiteshouldbebasedoncorporatelogosandstandards.About80%ofthepeople
readonly20%ofthewebpage.Therefore,thewebpageshouldnotbeclutteredwithalotof
information.Also,simplebutpowerfulnavigationalaidsonallwebpageslikesearchenginesmake
iteasyforcustomertofindtheirwayaround.

6.Processes
Customersupportsneedstobeintegratedintotheonlinewebsite.Asalesservicethatwillbeable
toanswerthequestionsoftheircustomersfastandinareliablemannerisnecessary.Tofurther
enhanceaftersalesservice,customersmustbeabletofindoutabouttheirorderstatusafterthesale
hasbeenmade.
7.Personalization
Usingthelatestsoftwareitispossibletocustomizetheentirewebsiteforeverysingleuser,without
anyadditionalcosts.Themasscustomizationallowsthecompanytocreatewebpagesproductsand
servicesthatsuittherequirementoftheuser.Acustomizedwebpagedoesnotonlyincludethe
preferredlayoutofthecustomerbutalsoapreselectionofgoodsthecustomermaybeinterestedin.

1
6

Effectiveness of Internet
Advertising

2.2 UnderstandingtheInternetCustomers
Now to be able to use the seven Ps effectively in order to achieve the predefined goals of any
organizationitisimperativetounderstandthecustomers.Customizationwillonlybetrulyeffective
ifweunderstandourcustomersandtheirtrueneeds.Beforeadaptingmarketingpracticestothe
Internet,themarketerneedstounderstandthecharacteristicsoftheonlinecustomers.TheNetusers
canbeclassifiedintofivecategoriesdependingupontheirintentionofusingtheInternet.
Thefivecategoriesofusersare:
1. Directed Information Seekers: They require specific, timely and relevant information
abouttheproductsandservicesbeingoffered.
2. UndirectedInformationSeekers: Theseusersrequiresomethinginterestinganduseful.
Somethingthatcangivethemanedge,advantage,insightorevenapleasantsurprise.

3. BargainHunters: Theyareoftwokinds:Onewholooksforfreeitemsontheinternet
anotherwhoisseekingbetterdeals,higherdiscountsetc.
4. EntertainmentSeekers:TheyseetheWebasanentertainmentmediumofvastbreathand
potentialandwanttoexplorethemediumbeforethemassgetsthere.
5. DirectedBuyers:Theywanttobuysomethingnow.Theyaresurewhattheyrequireand
justlogontotheWebtopurchasetheitem.

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Effectiveness of Internet
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2.3BrandBuildingontheInternet
FortheCompanyonthecyberspace,theirwebsiteistheirmostimportantbrand.Theseven
Ps of internet marketing mentioned earlier not only have to try and make business successful but
alsodobrandbuildingintheprocess.

Productandservicecustomization
Companiesthathavepowerfulbrandawarenessontheweballhavesitesthathelpconsumersdo
something whether its configuring a computer system (www.dell.com) online or offering
personalizedserviceslikesuburbanrailwaypassticketinMumbai(www.rediff.com).Consumer
demandandexpectationsareforecasttodrivemadetoorderorcustomizedproductswithrapidly
shrinkingleadtimes.Productsareconfigured,ascustomerswantthemtobeandprovideahigh
level

of reliability, excellent quality, and longer life spans. For e.g. Dell computer

(www.dell.com)hasbecomealeadingcompanyinsellingcomputersbecauseofthecustomization
facilityitprovidedonitssite.Theconsumerscouldbuildtheowncomputerbyorderingtheown
configuration.Thecustomizationhighlightsthevalueformoneyaspectandinducestheconsumer
tobuyaproductthatmeetshisownrequirement.

TheEvolvingValuePropositions
Thevaluepropositionsofgoodsandservicesofferedinthephysicalworlddifferpointedlyfrom
thoseinthedigitalworld.Theultimateaimoftheuniversalmarketeristoprovideacompleteend
toendconsumerexperiencerightfromthepromisetosatisfyhisneedtoitsdelivery.Butthe
physicalworldoffersonly Point Solutions which is basically a solution of his needs in terms of
functionalbenefits.Acreditcard,forinstance,allowsconsumerstosatisfytheimmediatenecessity
of setting a transaction. But todays consumers are also looking for process andrelationshipbenefit
bookreferralsatnoextracostoremailreminders.Thephysicalworldisnotabletodeliverthese
benefitsbecauseofgapsintime,spaceandmemory.Theweb,ontheotherhandprovidesallof
these and more (reverse marketing,forexample,whereconsumersseekoutvendorsratherthanthe
other way around) by giving the company the ownership and control over all interactions with the
consumer.

TheEvolvingRiskProfiles
Theonlinecustomerisnotaficklecustomer,butheisariskypropositionnevertheless.Thisis
becauseallhisonlineexperiencewillinfluenceconsumerperceptionsaboutthebrand.Ifa

18

Effectiveness of Internet
Advertising
consumerbuysaproductfromaretailerandisinvolvedinanunhappypurchaseexperienceatthe
store,hewillpunishthe store. But if the same experience were to occur to him at the companys
website,theconsequenceswouldbedisastrousforthecompanyifheweretosharehisexperience
thoughdifferentusercommunitiesusingacombinationofchatroomsandelectronicmails.

TheEvolvingSupplyChain
ThetransformationbeingbroughtabouttheWebrevolutionisnotlimitedtojusttheconsumer.The
lastfewyearshaveseenaflurryofsuggestedbusinessmodelsfordoingbusinessintheInternetera.
Will the Internet era signal the death of the retailer? Or will anew intermediary come into
existence? Technological innovations have made possible two interesting developments the
Choiceboardsystem2andtheVerticalPortal.Choiceboardsareessentiallydesigntools and
conduitsofinformation,companiesthatproducetheproductsneednotcontrolthem.Dellusesa
ChoiceboardsystemtosellitscomputersbutthereareotherslikePoint.comthatusesaChoice
boardtohelpcustomersresearchandbuywirelessphonesandaccessories.Themarketinformation
that a Choice board collects about customer preferences is absolutely enormous and if the
manufacturingcompanydoesnotcontrolit,thesiteofferingtheChoiceboardcanemergeasa
powerfulintermediary.Verticalportalsarmedwithsophisticatedsearchengines,whichspecialize
in a particular industry or product category, and provide customized information and promote
onlinecommunitydevelopmentarethenextemergentintermediaries.Thesophisticationandrange
ofinformationcollectedoncustomerpreferenceswilldriveemergentbusinessmodels.TheWeb
willthusfacilitatethetransformationofthecompaniesformtransactionsupporterstocustomer
relationshipmanagers.

1
9

Effectiveness of Internet
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2.4CriticalSuccessFactorsInInternetMarketing
Having observed theevolvingparadigms ofbusiness inthe Internet era,thereare fivecritical
successfactorsthattheInternetMarketerhastokeepinmind.

AttractingtheRightCustomer
AttractingtheRightCustomeristhefirstcrucialstep.Risingdigitalpenetrationwouldmeanthat
the number of customer visiting particular sites would inevitably go up. While the number of
eyeballsorpageviewshassofarbeenconvenientlyusedasasatisfactorymeasurebymostweb
sites,itwouldbefoolishtocatertothewholespectrumofdigitalvisitors.Contenthastobevery
targetspecific.Thedigitalcompanyhastoselectitstargetsegmentbyfindingoutwhichsectionof
customersarethemostprofitableintermsofrevenuetransactionsandwhoarethecustomerswho
generatethemaximumnumberofreferrals.Hereagainitisimportanttonotethatthemajorityof
onlinecustomers arenot seekingthe lowestprice. Rather theyare seekingconvenience above
everythingelse.Thepowerofcustomerreferralshasneverbeensoenormous,sincewordofthe
mouse spreads faster than word of the mouth. EBay attracts more than half of its customers
throughreferrals.Notonlydoreferredcustomerscostlesstoacquirethanthosebroughtinby
advertisingorothermarketingtools,theyalsocostlesstosupportsincetheyusetheirfriendswho
referred them for advice rather than using the companies own technical desk.

DeliveringContentValue
Delivering Content Value to engage the users interest is the critical importance in retaining
customerparticipation.Thisisbecausecontentservesasapowerfuldifferentiator.Contentwould
includeProductenhancements(Softwarepatchesforglitches),personalizedinteractions(through
customizednavigationpathsasseenonthewebsitesofGMandToyota)andProblemResolution
(updatesofdeliveryschedulesandemailresponses).Integraltotheconceptofdeliveringproper
contentvalueisinnovation.Fore.g.www.campareindia.com

EnsuringELoyalty
Ensuring ELoyalty is vital to the success of any online venture. This is because acquiring
customersontheInternetisenormouslyexpensiveandunlessthosecustomersstickroundand
makelotsofrepeatpurchasesovertheyears,profitswillremainelusive.Contrarytothegeneral
view that Web customers are notoriously fickle, they in fact follow the old rules of customer
loyalty.Webcustomerssticktositesthattheytrustandwithtimeconsolidatetheirpurchaseswith
one primary supplier to the extent that purchasing from the suppliers site becomes part of their

20

Effectiveness of Internet
Advertising
dailyroutine.Theissueoftrustisintegraltotheissuesofprivacyandsecurity.Companieslike
Amazon.com,whichcommandamazinglevelsofconsumertrust,haveusedavarietyofencryption
toolsandsimpleethicaldecisionslikenotacceptingmoneyforpublishersforindependentbook
reviewstomaintainthetrustofitscustomers.

ELearningtofacilitatepersonalizedinteractions
ELearningtofacilitatepersonalizedinteractionswithcustomershasbeenthebiggestcontribution
oftheWebtothemarketingstrategists.Customersintraditionalbricksandmortarstoresleaveno
record of their behaviour unless they buy something. In the digital marketplace, however
technologyhasmadetheentireshoppingexperienceatransparentprocess.Forexample,ifthe
customerexitsthewebsitewhenthepricescreenappears,hisapricesensitiveconsumer.Such
minutetrackingofcustomerbehaviourhasmajorimplicationsfortheworldofadvertising.The
Internet may soon be used as a test bed for testing prototype of marketing and advertising
campaigns.Bymonitoringpagesselected,clickthrough,responsesgenerated,andotherindicators,
thecompanywouldbeabletodiscoverwhichpartsofaprospectivecampaignwouldwork,thus
reducingtheriskofapotentialflop.Thiswouldmakeitpossibleforthecompanytomodifyits
productofferingsmuchearlierthanusualintheproductlifecycle.

ProvidingDigitalvaluetotheevolvingconsumerthroughhislifecycle
ProvidingDigitalvaluetotheevolvingconsumerthroughhislifecyclehasbecomepossible
Becauseofcustomizedinteractionsandemergingbusinessmodels.Thesemodelshaveoften
disturbedthetraditionalstatusquoandcreatednewrulesofbusiness.Thesectorswherenew
businessmodelswillemergeorhaveemergedarethemusicindustry,thefinancialservices
industry,thetravelindustry,therelatingsegmentandthepublishingsegment.Digitalvalueis
deliveredtotheconsumerbypromisinghimconvenience,allowingthecustomertofeelhis
ownershipoftheWebexperience,andgivingthecustomerasenseofbelongingthattraversesthe
physicalboundaries.

2
1

Effectiveness of Internet
Advertising

2.5BenefitsofInternetMarketing
Thereasonwhyinternetmarketinghasbecomesopopularisbecausetheyprovidethreemajor
benefitstopotentialbuyers:
9.

Convenience:Customers can order products 24 hours a day wherever they are. They dont
havetositintraffic,andaparkingspace,andwalkthroughcountlessshopstofindand
examinegoods.

35.

Information: Customers can find reams of comparative information about companies,


products,competitors,andpriceswithoutleavingtheirofficeorhome.
Fewer hassles: Customers dont have to face salespeople or open themselves up to

61.

persuasion and emotional factors; they also dont have to waitinline.

Internetmarketingalsoprovidesanumberofbenefitstomarketers
1. Quickadjustmentstomarketconditions: Companiescanquicklyaddproductstotheir
offeringandchangepricesanddescriptions.
2. Lowercosts:Onlinemarketersavoidtheexpenseofmaintainingastoreandthecostsof
rent,insurance,andutilities.Theycanproducedigitalcatalogsformuchlessthanthecost
ofprintingandmailingpapercatalogs.
3. Relationship building: Online marketers can dialogue withconsumers and learn from
them.
4. Audiencesizing:Marketerscanlearnhowmanypeoplevisitedtheironlinesiteandhow
manystoppedatparticularplacesonthesite.Thisinformationcanhelpimproveoffersand
ads.Clearly,marketersareaddingonlinechannelstofind,reach,communicate,andsell.
Internetmarketinghasatleastfivegreatadvantages.First,bothsmallandlargefirmscan
afford it. Second, there is no real limit on advertising space, in contrast to print and
broadcastmedia.Third,informationaccessandretrievalarefast,comparedtoovernight
mailandevenfax.Fourth,thesitecanbevisitedbyanyonefromanyplaceintheworld.
Fifth,shoppingcanbedoneprivatelyandswiftly.

2
2

Effectiveness of Internet
Advertising

3.INTERNETADVERTISING
Marketingovertheyearsmoresorecentlyhasstartedbeingusedinterchangeablywithadvertising.
Nowsincetheexplosionoftheinternet;advertisingparadigmshavebeenconstantlychanging.The
firstWebadvertisementwasplacedontheHotWiredwebsiteinOctober1994.AT&T,MCI,
Sprint,Volvo,ClubMed,ZIMAwerethefirsttotryitoutandtheInternetadvertisinghascomea
longwaysincethen.

WhatIsInternetAdvertising?
OnlineadvertisingisaformofpromotionthatusestheInternetandWorldWideWebforthe
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertisingincludecontextualadsonsearchengineresultspages,bannerads,RichMediaAds,
Social network advertising, online classified advertising, advertising networks and email
marketing,includingemailspam.
Onlinevideodirectoriesforbrandsareagoodexampleofinteractiveadvertising.Thesedirectories
complementtelevisionadvertisingandallowtheviewertoviewthecommercialsofanumberof
brands.Iftheadvertiserhasoptedforaresponsefeature,theviewermaythenchoosetovisitthe
brands website, or interact with the advertiser through other touch points such as email, chat or
phone.Responsetobrandcommunicationisinstantaneous,andconversiontobusinessisveryhigh.
Thisisbecauseincontrasttoconventionalformsofinterruptiveadvertising,theviewerhasactually
chosentoseethecommercial.

2
3

Effectiveness of Internet
Advertising

ObjectivesofInternetAdvertising
9.

Advertising: AsfarasadvertisingontheInternetgoes,alladvertisementswillserveto
attracttheuser'sattentionanddrawhimtothecompany,whichisadvertising.

35.

Buildbrandawareness: Directorindirectmethodscanbeusedonthewebsitestobuild
brandawarenessofthedifferentbrandsofacompany.ThisiswheretheInternetscores
traditionalmediaandmethodsasexplainedbelow.

61.

Stimulatedirectaction: Visitorstoacompany'swebsiteshouldgetinvolvedwiththe
offeringsonthesite.Valuablecustomerinformationcanalsobecapturedandtrackedfor
futuremarketinginitiatives.

IV.

Promoteitsbrands:Promotionalgiveawayorcontestsgenerateexcitementwhile
simultaneouslypromotingyourbrandsonline,aidingofflinesale.

22.

Buildingaculturearounditsbrands: Thisgoesalongwiththatcompany'straditional
advertising.

VI.

Surrogateadvertising: Thisisanothermeansofsurrogateadvertisingofthecompany,
whereallformsoftraditionaladvertisingfail.Surrogateadvertisingcanbeprovedtobe
positiveincaseofadvertisingontheInternet.

2
4

Effectiveness of Internet
Advertising

ttoolthatisusedby
firms to create their

Features
of
Internet
Advertisi
ng
Advertising
onthe
Internethas
certain
unique
features
that
differentiat
eitfrom
otherforms
35.
of
advertising.
Theyareas
follows:
9.

Me
mb
er
regi

database. Such a
database may be
used to design
promotional
campaigns.Allowing
registered users to
participateinvarious
events can follow
systems of free
registration.
Online

opinion

polls: Opinion polls


are conducted to
obtain the responses
fromusers regarding
the firms' products
and services besides
including topics of
generalinterest.

stra
tion 61.

Newsletters:

Regular newsletters

Me

aresentespeciallyto

mbe

registered

These

regi

information about

strat

current updating on

ion

thesiteandactivities

is

being performed by

an

thecompany.

users.
contain

effi
cien IV.

Contests

and

swe

or service being

epst

advertised.

ake

prizes offeredare in

s:

a wide range and

The

usuallyhavethelogo

Con

of the company and

test

the

homepage

address displayed

are

prominently.

usef
ul
in

22.

Content:

The

attr

content of the

acti

advertisementcanbe

ng

regularly updated

new

with news regarding

user

the activities of the

s to

firm. A factbased

web

section showing the

site

manufacturing

s.

processes of a

The

company may also

beincluded.Theuse

may

of multimedia tools

be

can make this more

for

interactive.

sim
ple VI.

Ecards: Userssend

thin

freecardsviaemail

gs

from the site of the

dep

company advertising

endi

theproduct.Thecard

ng

prominently displays

on

the logo or the

the

baselineofthebrand.

pro

Thecardsmaybefor

duct

different occasions

25

suc

hdays, etc. These

has

cards are used to

birt

reinforce

brand

hda

identity.

Star

ys,

endorsers of the

festi

brand may also be

vals

included in the

picture

birt

themes.

postcard

Effectiveness of Internet
Advertising
VII. Downloads:Downloadsmayincludevariousutilitiesforthecomputersuchasicons,desktop
patterns,screensavers,themes,etc.RegisteredusersgettheopportunityofDownloading
software.Chartsandotherinformativearticlesmayalsobeincluded.
VIII. Coupons:Couponsareusedtopromotesalesoffline.Sendingdiscountcouponsforthe
productsandservicesofthecompanyonspecialoccasionscandothis.

2
6

Effectiveness of Internet
Advertising

TypesofInternetAdvertising
9.

Emailadvertising: LegitimateEmailadvertisingorEmailmarketingisoftenknownas
"optinemailadvertising"todistinguishitfromspam.

35.

AffiliateMarketing:Affiliatemarketingisaformofonlineadvertisingwhereadvertisers
placecampaignswithapotentiallylargenumberofsmall(andlarge)publishers,whomare
onlypaidmediafeeswhentraffictotheadvertiserisgarnered,andusuallyuponaspecific
measurable campaign result (a form, a sale, a signup, etc). Today, this is usually
accomplishedthroughcontractingwithan affiliate network.The onlineretailerusedits
programtogeneratelowcostbrandexposureandprovidedatthesametimesmallwebsites
awaytoearnsomesupplementalincome.

61.

Contextualadvertising:Manyadvertisingnetworksdisplaygraphicalortextonlyadsthat
correspondtothekeywordsofanInternetsearchortothecontentofthepageonwhichthe
adisshown.Theseadsarebelievedtohaveagreaterchanceofattractingauser,because
theytendtoshareasimilarcontextastheuser'ssearchquery.Forexample,asearchquery
for"flowers"mightreturnanadvertisementforaflorist'swebsite.Anothernewertechnique
isembeddingkeywordhyperlinkinanarticlewhicharesponsoredbyanadvertiser.Whena
userfollowsthelink,theyaresenttoasponsor'swebsite.

IV.

Behavioural targeting: In addition to contextual targeting, online advertising can be


targetedbasedonauser'spastclickstream.Forexample,ifauserisknowntohaverecently
visitednumberofautomotiveshopping/comparisonsitesbasedonclickstreamanalysis
enabledbycookiesstoredontheuser'scomputer,thatusercanthenbeservedautorelated
adswhentheyvisitother,nonautomotivesites.

22.

PayperClick: Searchenginesplaceyourwebsiteontheirfrontpageandyoupayaset
amountperclickthrough.SiteslikeOverturealsorunbidsforcertainkeywordsthemore
youbid,thehigheryoursiteappearsonthefirstpageofthesearchresults.Properlyrun,
thesecampaignscanbringalotofextratraffictoyourwebsite.

VI.

SearchEngineOptimization:Thisisanonlineadvertisingserviceprovidedbymanyweb
media companies. They will look at your target audience, your competitors and the
keywordsforyourbusinessandoptimizeyourwebsitecontentsothatithasamuchbetter

27

Effectiveness of Internet
Advertising
chance of appearing on the first page of the search results. You will pay a fee to the
consultants for this service. Studies have shown that many searchers prefer to use the
"natural"listingsprovidedbythesearchengines,ratherthanthepaidforlistings.
VII.

Sponsorships: Websitesponsorshipcancomeintwoformats;regularsponsorshipwhere
theadvertiserhasaspacetoplacethelogoandcompanymessage,andcontentsponsorship
wheretheadvertiserhaslimitedcontrolandsubmitstheirowncontenttothesiteaswellas
havinganadvertonthepage.Thesesponsorshipswillbeforfixedperiods,andneedtobe
ontargetedwebsitestoreachtherightaudience.

VIII.

OnlineDirectories:TheonlineequivalentofYellowPages,orIndustryDirectories,these
giveyoubasicorenhancedlistingsonthewebsite.Yourdetailswillcomeupifyoursector,
location or company name is searched for. Enhanced listings will allow users to click
throughtoyoursite.Onlinedirectorylistingsareoftenofferedinconjunctionwithanentry
intheprintedversionofthedirectory.

IX.

BannerAds:Banneradvertisingwasthefirstkindofadvertisingeverdoneonthenet.A
bannercanhighlightyourproduct/service/offerandbyclickingonittheuserwillbetaken
to your website, where you can create a suitable landing page to provide his further
information. Banner spaces are usually sold by impressions, or banner views, but it is
sometimes sold by clickthru, when you pay only when the user clicks on the banner.
Usuallyhorizontalbarsacrossthetopofawebpage,theyoffercolour,graphicsandoften
animation,togetherwiththeabilitytoclickthroughtotheadvertiser'sownwebsite.

24.

PopupAds:Thesearethesmallwindowsthatappearwhenyoufirstgetontoawebsite.
Popupsappearonyourscreeninfull,popdownsappearonthebaratthebottomofyour
screenandyouhavetoopenthemtogetridofthem.

XI.

InterstitialAdverts:TheseadvertssometimesreferredtoasBridgeAdverts,popupasyou
movebetweenpagesonasite.Youhavenochoiceastowhetheryouviewthemornot,
althoughyoucanclosethemdown.

XII.

FloatingAds:Theseadsappearwhenyoufirstgotoawebpage,andthey"float"overthe
pageforfiveto30seconds.Whiletheyareonthescreen,theyobscureyourviewofthe

28

Effectiveness of Internet
Advertising
pageyouaretryingtoread,andtheyoftenblockmouseinputaswell.Theseadsappear
eachtimethatpageisrefreshed.Floatingadsarepopularforseveralreasons:
1theygrabtheviewer'sattentionandcannotbeignored
2theyareanimated
3theyhaveaudio/videocontentlikeTVads
4theycantakeuptheentirescreen,thereforefromabrandingstandpoint,theyare
muchmorepowerfulthanabanneradorasidebarad
5theyhaveahighclickthroughrateofabout3percentHowever,manyusersget
highlyirritatedbecauseoftheseads.
XIII. UnicastAds:AunicastadisbasicallyaTVcommercialthatrunsinthebrowserwindow.It
hasenrichedaudio/videocontent.Theadscanlastanywherefrom10to30seconds.These
ads have similar branding power as a TV commercial. However, a unicast ad offers
somethingthatTVadscannottheabilitytoclickontheadformoreinformation.These
adsaregettingveryeffective,astheaverageclickthroughrateis5%.
XIV. TakeoverAds:Viewersvisitingthewebsitewillseealargeadwhentheyfirstcome,andthen
thecontinuityismaintainedbyreiteratingthesamemessagethroughoutthesiteintheform
ofbanners,sidebarsorbuttons.Theapproachworksverywellforbrandingbecausethe
brandisvisibletoviewersthroughoutthevisittothesite.Clickthroughratesarealsohigh.

2
9

Effectiveness of Internet
Advertising

ative attributes as
well.

Negative
Aspects
ofOnline
Advertisi
ng
1Des
pite

2Some people have


begun

using

unethicalmethodsof
advertising that can
be abusive, immoral
andoftenillegal.

the

3Manyconsumersfeel

fact

that many of the

that

online

adv

advertisements are

ertis

an invasion of

ing

property and are

onli

borderline

ne

censorship while

is

some people create

one

advertising viruses

ofif

that can pose a

not

serious threat to

the

internetusers.

best

4Some people also

way

feel that online

to

advertising

reac

constitutes as a

violation of privacy

the

as well as personal

larg

rights.

est

5Usersdonotwantto

audi

thinkthattheirevery

enc

moveonlineisbeing

e it

monitored by a

also

corporation

has

business who wants

som

to sell them a

product.

neg

or

Disadvan to measure results, online


tagesof advertising also presents
Online somedisadvantages.
Advertisi
ng
9. Customers Ignore
Options
Ads
Sincemany
consumers
spend time
shopping
online for
everything
from
groceries
and
clothing to
electronics
and
cleaning
supplies,
many
businesses
include
online
advertising
in their
marketing
strategies.
While the
benefits of
advertising

Consumers are so
used to seeing
advertising

on

television, hearing
radio commercials
and flipping through
advertisements in
magazines, they've
developed

an

aversiontoallforms
of advertising. This
isalsothecasewith
online advertising,
whereconsumerscan
avoid

clicking

banner
advertisements,
bypassadsinonline
videos they watch
and close popup
advertisements as
soonastheycomeup
on their screens.
Customers are in

online

control of which

include the

advertisingmessages

potential to

they want to click

reach a

andrespondto.

large
market and 35.

ViewingProblems

the ability

Website downtime,

30

lags

the numberoftimes

in

consumersseeonline

web

advertisements and

site

how well they see

or

them.

vide

technical

occur, companies

load

lose the opportunity

ing

to

and

advertisements for

bro

their products and

wse

services and may

lose potential sales.

com

Viewing problems

plic

canoccurbecauseof

atio

problems with a

ns

website or if a

can

consumer is using a

red

smartphoneorother

uce

mobile

When

issues

broadcast

Effectiveness of Internet
Advertising
devicetoviewawebsite,hasaslowconnectionspeedordoesnothavethecorrect
applicationsandprogramsinstalledonhiscomputersforproperviewing.
61.

ExpensiveAdPrices
Pricingforadvertisingonlinecanrangefrominexpensive$20amonthplacementson
localparentingblogstothousandsofdollarsonpopularsitessuchastheNewYork
Times.Thecostforbanner,textandvideoadsvarydependingontheamountoftrafficand
thetypeofreadershipawebsiteorblogreceives.Onlineadvertisingthroughpayperclick
campaignsandsocialmediasitescanalsowreakhavoconacompany'smarketingbudget,
potentiallyyieldinglittletonoreturnoninvestment.

IV.

ConsumersGetDistracted
Whencustomersvisitawebsite,theytypicallyhaveagoalinmind,whetherit'stocatchup
onthelatestcelebritygossip,readthenews,chatwithfriends,downloadmusicorshopfora
specificitem.Websitespresentcustomerswithvariousoptionsthatcaneasilydistractthem
andpulltheirattentionfromyouronlineadvertisements.

22.

TooManyOptions
TheInternetoffersawiderangeofwebsitesonwhichcompaniescanplaceadvertisements.
Thiscanbeoverwhelming,especiallyforsmallbusinessowners.Withsomanyoptions,it's
difficulttonarrowdownthechoices tothewebsitesthatwillattractthemostpotential
customersandsales.Onceacompanyselectsawebsite,itisthenpresentedwithavarietyof
ways it can advertise its products or services on the site, such as through banner
advertisements,videomarketingorbysponsoringapost.Companieshavetodetermine
whichtypeofadvertisementyieldsthebestresponsefromtheirtargetmarkets

3
1

Effectiveness of Internet
Advertising

4.TRADITIONALADVERTISINGVSINTERNETADVERTISING
It is dynamic
with

Internet
Advertisin
g(IA)

TraditionalAdvertising(TA)

multimedia
supporting
text

and

graphics

1TAisstatic

video sound

alltogether

1Space is not a restricting


Space
factor
isa
pro
2Theproportionofadvertising
toeditorialishigh
3sometimes50:50
4Does not evoke immediate
action

ble
m,
as
reg
ard

6Advertisementsarepassively
received

onthead

web
page

would
be91%
editoria
l and
9%adv
ertising

First

response
is
immedia
te as
whenthe
user
clicks,

the

siz

personis

e
5Responsetotheactionisnot
immediate

Inv

of

okes

the

immedi

ba

ate

nn

action

ers

as you

etc
.

atleast
need to
click

directed
to other
web
page
with
more
details

The

user has
high
attention
leveland
concentr
ation
while
usingthe
net, and
hence
they
notice
thead.

Advertisingdoesnotalwaystargeta

Thiscanbeveryfocused

very

focusedaudience

Advertisementsareomnipresent

Advertisementscatchuserswhenthey
areonthelookoutforsomething.For
examplethesearchisfortravelona

32

Effectiveness of Internet
Advertising

search
engine
there
areas
1Difficul
t

to

track

of
travel
agents

the

onthe

exact

net

number
of
people

who

Thi

s is

saw the

quite

advertis

possibl

ement.

e with
Interne

2Ads are

graphic

adverti

intensiv

sement

e and

avoid
copy
3overloa
d

Bot

h copy
and
graphic
s are
restrict
ed by
the
3
ban
ner
size
specifi
cations

3
3

Effectiveness of Internet
Advertising

InternetAdvertisingTrends
ThereisnoquestionthatthegrowthofInternetadvertisingisoutpacingofflineadvertising.As
moreandmorecompaniesrealizetherealvalueinadvertisingtheirgoodsandservices

Online, they are diverting funds from other forms of offline advertising to compensate.
Consequently,themarketshareofInternetadvertisingiscontinuallygrowingwhilethemarket
shareofofflineadvertisingmediumsstagnatesordeclines.
At the current rate of growth, Internet advertising has already overtaken radio advertising in
spendingandmarketshare.Whileoutdooradvertisingisalsoexperiencinggrowth,itisnotgrowing
asrapidlyasInternetadvertising,andInternetadvertisinghasalreadyovertakenit.
Acombinationofestablishedtrendsandnewtechnologyinnovationswillcause2013tobean
eventfulyearfordigitalmarketing.Hereareafewbroadthemesthatcanbeexpectedtodominate
marketers'attentioninthecomingyear.

CredibilityforOnlineAdvertising
Whetheryouarepostingonlineclassifiedsorsellingonadvertisingsites,advertisingonlinecanbe
adifficulttask.Advertisingonlinesuccessfullyiscompletelydependentoncredibilityandtrust.
Untilnow,ithasbeentheresponsibilityofthoseadvertisingtoconvincetheconsumerthattheyare
indeedhonestandreputabledealersandonlineadvertisers.
Itisimportanttopointoutthattherearemanyhonestpeopleadvertisingonlineorpostingclassified
adsonline.Theirpresencehoweverissomewhatdilutedbythenumberoffakeandscamadsthat
exist.Unfortunatelythishasbeenaproblemwhichhasbeenoutwiththecontrolofthehonest
seller.Nowthough,advertSAFEcangiveanyadvertisingontheinternetoranyonlineclassifieds
instantcredibility.TheadvertSAFEbadgeisanindicationastowhetheranadisaverifiedadvert
ornot.
BydisplayingtheadvertSAFEbadgeorcertificate,thesellerisvoluntarilyprovidingpersonal
information,givingthecustomerconfidencethattheyaredealingwithagenuineindividualas
opposedtoananonymousentity.TheadvertSAFEbadgeandcertificateareawaytoeasilyidentify
whichadvertisingsitesorwhichadvertisingontheinternetcandefinitelybetrusted.

34

Effectiveness of Internet
Advertising
Websitescanalsobecomeapprovedsitesandencouragetheirmembersandadvertiserstobecome
verified.Thishasawholemyriadofadvantagesfortheseller.
Advertisingontheinternetisacompetitivebusiness andthereis nobetterwaytomakeyour
advertising online stand out than through accountability and transparency. By providing the
consumerswithatangibleidentity,itwillhelpfosterarelationshipoftrust.Trustisgenuinely
perceivedtobethequalitythatislackingmostwhenitcomestoadvertisingontheinternetand
advertSAFEcanassistinthecreationofacommunitywhereisonlynotlacking,butwhereitisa
keyfeature.
Reputable sellers and online advertisers have in the past been disadvantaged by the general
perceptionofadvertisingonline.BysigninguptoadvertSAFEtheywillbeputtingthemselvesin
anadvantageouspositionbystandingoutamongsttheircompetitorsasthegenuinearticle.

3
5

Effectiveness of Internet
Advertising

MarketerswillunderstandthetruevalueofSocial
A common refrain among online marketers is that social media doesnt work. This view is
especiallyprevalentamongdirectresponsemarketerswhoareusedtothenotionofimmediate
purchasesafteranadwasclicked.Thisisboundtochangenextyear.Forone,marketersarefinally
beginningtounderstandthatthevalueofasocialclickgoesfarbeyondtheinitialpurchase.Itis
aboutbuildingrelationshipswithcustomersandalsogainingaccesstolargeraudiencesviathe
inherentviralnatureofsocialnetworks.Marketersarebeginningtounderstandthisfact.Facebook,
apartfromintroducing new ad formats, has now enabled advertisers to track viewthrough and
initial results are very promising. Furthermore, I expect the Face book Exchange to be quite
successful. One also anticipates that Twitter, which recently had its high mobile ad revenues
featuredina marketerreport,willmovebeyondsponsoredtweetsandprovideadvertiserswith
moreadvertisingformatsandtargetingoptions.
Finally, to gear up for the coming year, advertisers would do well to notice the rising
complexityofdigitalmarketingoverall.Eveninsearch,whichwasoncearelativelysimpleaffair,a
wellrun search campaign that contained a few thousand keywords now contains millions of
keywordswithseverallayersoftargetingrelocation,remarketing,device,etc.Socialadvertising
isbecomingincreasinglycomplexwithFacebookintroducingseveralnewformatsnearlyevery
month.YouTubeandotherformsofonlinevideoadvertisingaregrowinginimportance.Therefore,
itisimperativeforsavvymarketerstoaugmenttheirteamswithsophisticatedcrosschannel
marketing platforms that enable them to scale in an efficient manner. Heres to the year ahead in
onlinemarketing.
The growth in Internet advertising is due to two different factors, more advertisers moving
promotionsonlineandthegrowingpenetrationoftheInternetitself.BecausetheInternetisstilla
relatively new medium when compared to other long established advertising mediums like
newspapersandtelevision,advertisershavenotyetrealizedthefullpotentialforgain.Evenin
developed markets, ad budgets dont even come close to matching consumption rates.Thisshows
howmuchroomforgrowthInternetadvertisingreallyhas.Whilethereisnowaytoguaranteethese
predictions, the current trends bear them out. Market share for Internet advertising will surely
continuetogrowrapidlyoverthecomingyears.
In2013, if youre not on a social networking site, youre not on the Internet. Its as true for
advertisersasitisforconsumers.Socialnetworkingistheultimatemanifestationofusergenerated

36

Effectiveness of Internet
Advertising
content,andassuch,holdsmorepotentialforgrowththananyotherformofcontentontheWeb
today.UserGeneratedContent(UGC)andSocialNetworksaretransformingthemediaecosystem.
Gonearethedayswhenpowerrestedinthehandsofa
Fewcontentcreatorsandmediadistributors.Gonearethedayswhenmarketerscontrolledthe
communication and path between advertisement and consumer. Todays model is collaborative,
collective, customized and shared. Its a world in which the consumer is the creator, consumer and
distributorofcontent.Todaythereareoverabillioncontentcreatorsandhundredsofmillionsof
distributors.Theproliferationofquality,affordabletechnologyduringthepast5years,oneofthe
mostprofoundsocialeffectsoftheInternethasbeenthedemocratizationofmedia.Nowadays,
anybodywith a computer and an Internet connections ready to start broadcasting to the whole
world,forfree.OnlinetoolssuchasthewellknownBloggermakepublishingontheInternet
extremelyeasyandaccessibletopeoplewithhardlyanytechnicalknowledge.Thephenomenonof
democratizedmediaresultsinalandscapeofmillionsofmicromedia,mostimportantlyinthe
followingforms:
1. Weblogs (orblogs)areinfactwebpagesthatareextremelyeasytoupdate,publishedby
onepersonoragroup.Blogstypicallyofferthepossibilityforreaderstoleavecommentson
posts,whichtypicallyleadstodialogue.
2. Podcasts (combinationofthewordsiPodandBroadcast)areessentiallyradioprograms,
distributedinMP3format.Creatingapodcastisstillrelativelyeasyandverycosteffective.
PodcastcanbeeasilydownloadedtoaportableMP3player.
3. Videocasts (VideoPodcasts)arevideofilesdistributedinMPEG4format.Homemade
videocastsarestartingtoappearthroughvideocasting,availableinstantlytothewhole
world.
4. Wikisaretypesofwebsitesthatenablecooperation(opentothepublicorwithinacompany
orgroup)byallowingpeopletofreelyeditallofitscontent.Theresultisapubliclyedited
website,withaslittletopdowncontrolaspossible.ThebestknownwikiisWikipedia.org,
anonlineencyclopaediathatallowsallregistereduserstoimproveitsarticles.Thefirst
threeofthesenewformsofmediacomewithauniversaltechnologyfordistributingcontent
overtheInternet:RSS.RSSisaveryimportantpartofallthreetechnologies,asitallows
consumerstoliterallysubscribetocontent.

37

Effectiveness of Internet
Advertising

d automatically to the
subscribers computer,
5. RSS

rather than him or her

(Rich

goingouttoawebsiteto

Site

findit.Thiscontentcan

Summa

betext(weblogornews

ry or

feed), audio (podcasts)

Really

or video (video casts).

Simply

These feeds can we

Syndica

viewedinsocalledRSS

tion)

readers, software (web

facilitat

based or stand alone)

es

that receives these RSS

syndicat

feeds, interprets them,

ion of

andshowstheircontent

content.

either as articles or as

By

multimedia. New uses

subscrib

for RSS are being

ing to

developed constantly

an RSS

andaccordingtomany,

feed,

it will be the future

content

standard of distributing

will be

content on the Internet,

delivere

inthebroadestsense.

3
8

Effectiveness of Internet
Advertising

5.DATAANALYSIS
PARTI
1.DoyoulikeAdvertisements?
AttitudetowardsAdvertisements
Onecanclearlymakeoutthatconsumersperceiveadvertisementsasasourceof
informationandawareness,beitgeneralortowardsTVcommercials.

Notmanypeoplefindadvertisementstobeirritating,annoyingorwasteoftime.Thisclearly
showsapositiveattitudetowardthemandhenceisagoodindicationformarketers.

3
9

Effectiveness of Internet
Advertising

2.DoyouwatchtheTV/Radiocommercialsduringcommercialbreak?

Fortelevisioncommercials,around70%ofconsumershadapositiveperception
towardsadvertisingonTV.

4
0

Effectiveness of Internet
Advertising

3.Whatmodeofadvertisinginfluencesyoutobuy/suggestanyproduct?
InfluencerbehindDecisionMaking
Influencersinfluencethedecisionmakingprocessofapotentialconsumer.Influencerscanbe
advertisements,friends,relatives,thirdpartyoritcanbeselfmotivatedalso.
InMumbai(asthetargetmarketisMumbai)wecaninferthatfriendsandrelativesarethe
majorinfluencersbehinddecisionmaking.

4
1

Effectiveness of Internet
Advertising

OnecaninferfromtheGeertHofstedCulturalDimensionsapossiblereasonforfriendsand
relativestobeamajorinfluencer.
GeertHofstedCulturalDimensions
Indiancultureiscollectivistic.Onthecollectivistside,wefindsocietiesinwhichpeoplefrom
birthonwards areintegratedintostrong,cohesiveingroups,often extended families(with
uncles,aunts

andgrandparents)whichcontinueprotecting

themin

exchangefor

unquestioningloyalty.
IndiaislowonUncertaintyAvoidance,i.e.thecultureismoreopentounstructuredideasand
situations.Thepopulationmayhavefewerrulesandregulationswithwhichtoattemptcontrolof
everyunknownandunexpectedeventorsituation

Therecommendationofsomeoneelseremainsthemosttrustedsourcesofinformationwhen
consumersdecidewhichproductsandservicestobuy.Andeventhoughnewmediatechnologies
areplayingaroleinglobalizing society,manypurchasingdecisionsarestillbasedonfirmly
heldnationalandculturalattitudes.
Being collectivistic, Indian consumers tend to trust the immediate grou p of people in the
decisionmakingprocess.Theyareopentonewthings,butadvise,suggestionsandcomments
offriendsandrelativesholdmorevalue.

42

Effectiveness of Internet
Advertising

Ifnotfriendsandrelatives,Traditionalmodeofadvertisingi.e.ATLwouldinfluencethem.Its
obviousasittheoldestformpromotionanditgoesbythesayingOldisGold.Thereisalsoa
handintheawarenesspartofwhichisdiscussedlateronintheanalysis.

Internetmarketinghasalongwaytogobeforeitstartsinfluencingthedecisionmakingprocess.
4.Whichmodeofadvertisingwouldyouprefer?
Consumerpreferenceofadvertising

Again,onecaneasilymakeoutthattraditionalformofadvertisinghasanedgeoverinternet
advertisingintermsofconsumerpreferencemodeofadvertising.Traditionalmodegotover
83%preferencesthanthatofinternetadvertisingwhichisahugemargin.
Thereasonforthisissameasthatofinfluencer,i.e.culturalattitudeofconsumerstowards
advertising.
ConsumerswouldprefertocheckoutATLelementsincasethereisaneedi.e.information
searchandtaketheirdecisionintermsofpurchasing
Onlineadvertisingisnoteffectivethantraditionaladvertising.Hencenullhypothesisisconfirmed

Effectiveness of Internet
Advertising

ConsumersTrustonadvertising

Theaboveisthechartfortrustlevelofadvertisementmediumfromconsumerspointofview.Again
recommendationandtraditionaladvertisementarealeapaheadofonlinemobileandBTLformof
advertising.OnecansaythatIndianmentalitytowardsonlineformofadvertisingisstillatthebaseline
andthatofmobileisevenworse.

InitialConclusionI
Onecanconfidentlyconcludethatconsumersstilltrustandpreferthetraditionalformofadvertisingthan
thatofonline.

44

Effectiveness of Internet
Advertising

PARTII
6.How much time do you spen d?

Timespent.
Onanaverage,apersonspendsmorethan4hoursontheinternetduringhisfreetimewhichis
70%morethanthatofTVandmoviesandaround300%morethanthatofradioandprint
medium.
Hence,onanaveragetheexposureofinternettoanindividualisaround150%morethanthatof
othermediumsi.e.thereachofmediuminternetismuchbetterthanthatofothers.

Butonecannotinferanythingabouttheeffectivenessofthemediumthroughexposure(reach)
alone.Oneneedstocalculatetheimpressions(actualnumberoftimesanindividualseesthe
ad)ofthemediumalso.

Reach
Reachreferstothetotalnumbeerofdifferentpeopleorhouseholdsexposed,atleastonce,toa
mediumduringagivenperiodoftime.
Impressions
Thisisatermusedbymediatodescribeandquantifythenumberofindividualswhohavean
"opportunity"toseeanADinagivenamountoftime.

45

Effectiveness of Internet
Advertising

ImpressionofTVAds(Adavoidance)
When there were only 2 channels which were Doordarshan, consumers di dnt have any
choicebuttheseethecommercialadsinbetweentheprograms.Thattimetheimpressionwas
veryhighandhencewasaveryeffectiveandefficientmediumofpromotion.
Now,withmorethan250TVchannels,20Radiochannels,theconsumerhaslotofoptions,he
maychangethechannel,ormayignoreitcompletely.
Accordingtothesurvey,around64%ofconsumersseetheadiftheyfindittobeentertaining,
creative,humorousorinsomewayattractiveandappealing.
Ofcoursetherearepeople(26%)whochangechannelsduringbreaksbutnotalways.Infact,
accordingtothesurveytherewasnoonewhochangethechanneleachandeverytime.
Effectively,75%ofviewerswillseetheadvertisementiftheadisattractiveandappealing.
Hencethereisaprobabilityof.75ofaconsumerviewingtheparticularadvertisement(for
creating awareness and info rmation) on television making it an effective mode of
communication.Asitis,itisthesecondmosttrustedmodeofcommunicationinthemindsof
people.

4
6

Effectiveness of Internet
Advertising

7.Ichangethechannelduringcommercialbreaks
ImpressionofOnlineAds(Adavoidance)

Whereasincaseofonlineadvertising,around79%ofconsumersignoreitcompletely,i.e.they
dontevenseethemandthatof21%seethemiftheyfindittobeattractive.
Outofthat21%,15%saidthattheintensionwasnottoseethoseads,buttheydidnthaveany
optionbuttoseethemastheywereInterstitialAdverts,PopupadsorFloatingads.Theseads
eitherblocktheviewofthecontent,orappearrightinthemiddleofthepage,orkeepson
floating(moving)aroundwhichisconsideredtobeveryirritatingfortheconsumers.

Effectively, only 6% saw the online advertisement coz they were of th eir interest or was
attractive.Somesaidtheylikedfewadscozoftheirinteractivityandanimationeffects.This
mightgivethatflashadsaremoreappealing.

Trustlevelsofonlineadvertisementsareatthebottomofthelist.Henceconsideringthetrust
levels and the effective i mpression, one can conclude that it is not an effective mode of
communication.

InitialConclusionII
Even though the reach of internet is much higher than that of other modes, its ability to attract
consumers for aware ness creation is very low. Hence comp aratively, traditional modes
especially TV commercials are a better option.

47

Effectiveness of Internet
Advertising

ent.Ahighrecallvalue
infersthattheawarenessof
thebrandishigh.

PART
III

8.Whichisthelast
Remembr onlineadyou
ance
remember?Which
brandwasit?
Remembra AdRemembrance
nceisthe
rememberi
ngonlythe
brandname
orits
colouror
the
contentsor
somepart
ofthe
advertisem
entandnot
thewhole
thing.
Recall
Recallis
bringing
something
backfrom
memory.
Onecan
recallmost
ofthe
elementsof
the
advertisem

The question that was


askedin thesurveywas
the latest ad that they
rememberinthespecific
medium. Only 11 %
couldremembertheirlast
onlinead,whereas90%
could remember the TV
commercial.
Inthiscasealso,traditional
formofadvertisinghasa
hugeedgeovertheonline
form.

48

Effectiveness of Internet
Advertising

good score in terms of


creatingawareness.

9.Name
anyfive
online
adsyou
remembe
rlately

IncaseofOnlineads,only
54%couldremembertheir
lastfiveinteractionandof
themonly
30%couldrecall.

Ad
Rememb
rance&
Recall
Thisisfor
the last
five ads
that they
had seen
consciousl
y

or

unconscio
usly. In
case of
TV ads,
84%

InitialConclusionIII

remember
edtheirla Onecaneasilymakeout
stfiveads thereliabilityofonline
and of andTVadsthroughthe
them 83% remembranceandrecall
could

values.Itsprettyclear

recall the thatTVadsaremuch


m which reliablethanthatoftheir
are a very counterparts.

49

Effectiveness of Internet
Advertising

femalerespondents.Thereis
a quite a lot of difference
between the number of
males and females in the

Number sample.
of
responde
Innearfuturethepercentage
nt
willdefinitelyincreasewith
the increase in the Female
Eawareness

Number
of
Respode
nt

Female
33%

Male
67%

As
observed
from the
given table
and Graph
the sample
constitutes
of 67%
male
respondents
and 33%

50

Effectiveness of Internet
Advertising

Age
Groupof
Respond
ent

Age
Group
Of
Respo
ndent

1 0%

upto 18

25%

36-54

12%
sample
53%

55
ab
ov
e

nt should
target more

(53 %) is

of

constituted

Youngs

Asit ofpeoplein
can
be the age
obser group
ved
from between19
the 35 years,
given
and also a
table,
the portion of
major
sample i.e.
porti
onof (12 %) of

51

the
to

increase the
awareness of
their
products or
services
whichinturn
increases
their sales
revenue

Effectiveness of Internet
Advertising

questionnaire had been


designed and analysed.
Afteranalyzingthedatathe
followingfactorshavebeen
6.
found out as major causes
FINDINGS
for the Online Ads
OFTHE
Effectiveness
STUDY
The
percentage of Male
browsingthenetare
more than that of
Female

1
This study
was
conducted
withaview
to know

Most of the

that

internet users are in

whether

theagegroupof19

Online

35 years with 53%

Advertising

which indicates that

iseffective.

youngstersareusing

It has been

morenetthanthatof

observed

the

that there

community.

are many
factors,
which
effect this

ofinformationand
awareness,beit
generalortowards
TVcommercials.

of Problem
like
, Age, life
style social
factor, for
this
purpose a
structured

other

Onecanclearly
makeoutthat
consumersperceive
advertisementsasa
source

statement

Occupation

For

television
commercials,
around 70% of
consumers had a
positive

et market is

er

Mumbai) we can

ce

infer that friends

pt

and relatives are

io

the

influencers behind

to

decisionmaking

major

w
ar

Consume

ds

rs would prefer

to check out

ATLelementsin

case there is a

er

need

ti

information

si

search and take

their decision in

terms

purchasing.

i.e.

of

n
T

One can

confidently

conclude

that

consumers still
2

trustandpreferthe

In

traditionalformof
M

advertising than

thatofonline.

m
b

On

an

ai

average, a person

(a

spends more than

4 hours on the

th

internetduringhis

freetimewhichis

ta

70% more than

rg

that of TV and

52

and around 300%

more than that of

vi

radio and print

es

medium.

Effectiveness of Internet
Advertising

its ability to attract


consumers

for

awareness creation is

According
tothe
survey,
around64%
of
consumers
seethead
iftheyfind
itto

very low. Hence


comparatively,
traditional
especially

modes

TV

commercialsareabetter
option.

be
2
The question that
entertain
wasaskedinthesurvey
ing,
creative,
was the latest ad that
humoro
they remember in the
usorin
some
specific medium. Only
way
11 % could remember
attractiv
eand
their last online ad,
appealin
whereas 90% could
g.
remember the TV
commercial.

Eve

1
n

though
the

reach of
internet
is much
higher
thanthat
of other
modes,

As observed from

the given table and


Graph the sample
constitutesof67%male
respondents and 33%
female respondents.
Thereisaquitealotof
difference between the
number of males and
femalesinthesample

5
3

Effectiveness of Internet
Advertising

s and print media i.e.


newspapersandmagazines.
Also, consumers trust the
traditional medium more
7.
thanthatofonlineandthere

CONCLUSION

isavastdifferenceintheir
trustlevels.

Practically
it has been
proved
through the
research
that online
advertising
is neither
effective
nor reliable
as
compared

Of course, it could be
because of the Indian
culture which is different
from the western countries
that are more into e
commerceandprefertobuy
thingsonlineandtheytrust
the internet more as
compared to the other
forms. Therefore, Internet
advertising is more

successful in those
the
countries. All in vain in
traditional
India, as we prefer to
medium
tangiblesthethingsthatwe
which is
buy.Beingcollectivewego
Television
shoppingalongwithfamily
commercial
friendsandrelatives.
to

5
4

Effectiveness of Internet
Advertising
is still very much an arena

whereingenuityandcreative
thinking very much rule the
roost. Thus marketing as
LASTWORD
usualhasnotchanged,i.e.it

is still the same usual


self. unpredictable but
Finally Ivery much required.
would like
to end by
saying that
even though
the internet
has opened
up a new
avenue for
reaching the
end
consumer;it
is still very
much an
open field.
This is true
as there is

8.
R
E
C
O
M
M
E
N
D
A
T
I
O
N

no fixed
way

or
Why only online
strategy foradvertising If there are
other opportunities, on the
marketing internet
onthenet.It

5
5

Effectiveness of Internet
Advertising

other. But these social


mediaoutletsaremorethan
another channel through
which to deliver messages
9.
to the marketplace.
SOCIA
Companies like Dell,
L
Microsoft, Nikon and
MEDIA
Nintendo are successfully
MARK
ETING
using social media and
marketing strategies to
understandandengagetheir

Social audiences more deeply


Media
Marketing withdemonstrablebusiness
results. Social media is
making an impact on all

The
influenceof
traditional
media and
marketing
have over

aspects of business
communications

today.

Reliance is the latest


additions to Social Media
Marketing.

consumer
perception
is waning
as people
migrate to
the variety
of social
technologie

formats like blogs, photo


sitesandvideositescrossed
the threshold from techno
curiositytobecomeabona
fide

societal

trend.

Consumers by the millions

media
s

In 2013, social media

for

entertainme
nt and to
share
information
with each

have embraced these


powerful communication
tools to post an opinion,
share an experience, and
jointheonlineconversation.
These

conversations

affected many companies,

some

power social media has to

positively influencebusinessresults.
and some
negatively, Nowweareinanerawhere
and raisedcompaniesmusttakeaction.
Thereachandinfluenceof

the

awareness social media is only going


of

56

thetogrow.

Effectiveness of Internet
Advertising

TheSocialWebsNewCommunicationFormsDrawMoreUsers
Communicationshasalwaysbeenthefundamentalvalueoftheinternettoconsumers.Backin
thenetsearlydays,emailwasthekillerappthatmadetheWebamusthaveandcontinues
tobeamainstayoftheonlineexperience.Communicationactivitiessplitthelionsshareof
consumersonlinetimewithcontent,andfaroutstripcommerceandentertainment.

TechnologyPoweredCommunicationsAccelerateWordofMouth
FromtheearliestUseNetgroupstotodayshotvideosharingandsocialnetworksites,eachnew
innovationhasincreasedconsumersreachandinfluence.
1EmailwasfirstpracticalapplicationoftheInternetformostpeoopleanditwasthe
firstbwordofmouthacceleratorasitenabledpeopletoconnectwithfamilyand
friendsinstantly,frequentlyandatlittlecost.
1Usenetgroupsanddiscussionboardsmadeiteasyforpeopletofindotherswithsimilar
interestsandconsumerslearnedthattheInternetfreedthemfromthelimitofgeography
andpersonalconnections.Theinfluenceofwordofmouthexpandedrapidlywithinthese
verticalniches.
2Consumerreviewsitesusedthediscussionboardformat,butfocuseddiscussions
aroundspecificproducts,suchasbooksatAmazon.com.Consumersembracedtheidea
ofreadingbookreviewswrittenbyotherreadersandnotrelyingonprofessional

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Effectiveness of Internet
Advertising

reviewers opinionstodecidewhethertopickupthelatestbestseller.
1Blogsfreedconsumersfromthelimitedmembershipofdiscussionboards.Blogsiteslike
BloggermadeitsimpleforanaverageWebusertoposthisorheropinionstotheworld.
Armedwithabrowser,basictypingskills,andafewstraightforwardWebcommands,
anyonecanpublishtheirthoughts,rants,ordailyjournalinafewminutesaday.
2Consumers soon learned their conversations arent limited to words. Digital
photographysboomintroducedpeopletosharingtheircreations,firstviaemailthenvia
firstgenerationphotosharingsiteslikephotobucket.com.

Digital camcorders and audio/video editing programs like Apples iMovie became
affordableanduserfriendlyversionsforhomeusers.Peoplewerenolongerlimitedto
textorstillphotos,andconsumercreatedvideositeYouTubequicklybloomedtosix
millionuserswatching40millionvideospermonth.

1SocialnetworkslikeMySpaceskewmoretowardthesocialendofthesocialtocontent
continuum.Theycombineaselectionofsocialmediatoolslikeblogs,photosharing,etc.
togivetheauthoraplatformforexpressingtheirpassionsandpreferences,whileatthe
sametimeservingasacentral

communicationhubforagroupoffriends.Early

on,bandswouldbuildonlinefan

communitiestopromotetheirmusic;nowbrands

likeBurgerKing,Toyota,Adidas,andCingularcreatecirclesoffriendsthatbecome
brandbuildinghubs.
SocialMediaTransformsCommunicationsintoContent
Thesenewtoolsblurthelinebetweencommunicationsandcontent.Blogsareanatural
exampleofhowcontentandcommunicationsblendintoasingleexperience.Eachentry(or
post asitisknown)isashortarticle,essay,newsitem,etc.Butbloggersmeantostimulate
feedbackandconversation,asreadersaddcommentsandlinkstootherblogstomakeapoint.
This interplay results in a dialogue of different perspectives and opinions. Sometimes the
resultingcommunicationscanbesoinfluentialtheyenduptakingthestoryinanentirelynew
direction.
SocialMediaBeginstoImpactBrands
Oneofthemostexcitingandpowerfulformsofsocialmediaisthevideo.Videosarethe
ultimateexpressionofcreativitysincetheycan mashup (allinone)elementsandmessages
fromaudio,video,blogs,companycreatedmessagesandmediacoverage.

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Effectiveness of Internet
Advertising

with you, but sometimes


they can be very negative.
Social

On the one hand, this

media sites increases the number of


like Orkut, potential critics and they
Twitter,

dont need to have

YouTube

impressivequalifications or

and

credentialstobeinfluential.

MySpace
and Face On the other hand, all of
book are these negative opinions are
usually

public and searchable,

seenjustas allowing companies to


places

preparearesponsebeforea

where

story gets wide coverage.

people go Bloggers at top companies


to connect agree that learning about
with

and dealing with negative

friends and stories as they emerge is


find others smarter than waiting until
with

they hit the newspapers or

similar

evening news shows. E.g.

interests

Dell

TheOther DrivingBusinessResults
Sideof
withSocialMedia
Influence
Therearefourprimaryways
Often thecompaniescanusesocial
discussions mediatodrivebusiness
results:
can be
positive
about your
products
and the
experiences
consumers
have had

1By
social

Monitoring

media,

companiescantrack
how their messages
arebeinginterpreted
inthemarketplaceto

und

ght into potential

erst

threats

and

competitors,

how

changing industry

the

trends,andcustomer

com

preferences.

pan

from

2Monitoring

also

y is

enables companies

perc

to

eive
d
and
to
lear
n
how
any

track

the

evolution of known
trends in order to
quantify the ones
gaining the most
attention

and

acceptance within
theirtargetaudience.

resp
onse
s or
mes
sage
cha
nges
sho
uld
be
appr
oac
hed.
This
will
also
prov
ide
valu
able
insi

3Measurement
provides

the

quantitative
reportingdataonthe
specific issues and
buzz driving media
coverage making it
easy to demonstrate
theimpactofPRand
marketingefforts.
4But social media
also calls for a
Discovery approach,
in which companies
learn
influences

what

are

driving the internet


discussions in the
marketplace. From
this, companies can

mea
sure

59

thegrowthofmany

Effectiveness of Internet
Advertising

youhaveprobablyheardof
includeTwitter, Facebook,
MySpaceandYouTube.

Social
now lets know the role
Media And
of Social media to the
and
marketers. Social media
Email: gives marketers a voice
and a way to communicate
The
Most with peers, customers and
Effectivepotential consumers. Social
Marketi media marketing is also an
ng
engagement with online
Channel communities to generate
sin
exposure, opportunity and
India
sales. It seems that many

First lets marketers see the social


talk about
media frontier as the next
what
social
marketinggoldrush.It
media is.
personalizes the brand and
Social
helps you to spread your
media
represents message in a relaxed and
conversational way
certain
tools that
are used to With the Limit of SMS,
combine

promotions have more

technology marketers in India using


and socialemail and social media to
interaction reach customers. According
with thetoOctaneResearchreportof
use

words.

ofJanuary 2012 Gearing Up


For Growth:

ThesetoolsIndia eMarketers Outlook


are

2012, marketers n India

typically

expect to increase the use of

internet orsocial media and email to


mobile

reach their customers in

based A2012. Almost 69% of


few thatmarketerssaidtheyplanned

to adoptyear, and 53.1% plan to


social

invest in email marketing.

media

46%ofmarketersalsoplan

marketing to pay more attention to


in

coming

60

thedeveloping
websites.

company

Effectiveness of Internet
Advertising
Interestingly, its notonlysocialmediathatisregisteringastoundinggrowthinIndia.Withthe
revolutioninsocialmedia,manysupportingchannelslikeEmail,Websitesetcarealsotrendingin
Indianmarket.However,socialmediaisleadingamongallandthistrendwillbecontinuedin2012.
Socialmediahastakenaleadwithsignificantmarginwithallitspossibleclosestcompetitors.In
India,Emailmarketingisgoingotbetheonlyonethatcouldbecountanywhereclosetosocial
mediaforvariouspromotionalchannelsinIndia.
Thebiggestsurprisecomeswithinteractiveformofpromotionalchannels.Insspiteofimproved
infrastructureandhighspeedinternetconnectivity,marketersseemstobelosingfaithinVideoand
Webcasts.Thesepromotionalchannelsaretheonlyonesexpectedtowitnessdeclinein2012.

If you think that social media is only for the small business owners that are trying out an
experiment, I have to correct you. Online Social Networking is a rapidly growing cultural
phenomenon. Around 2010 and 2011, social networking websites have sparked tons of media
storiesandblogpostsincludinglotsofbuzzwithinthesesocialnetworkingwebsitesthemselves
aboutsocialnetworking.
Manymarketersareshiftingstrategies,asarecentIndiarulinglimitsthenumberofpromotional
SMSmessagesmarketerscansendperday.ItisestimatedthatinternetpenetrationinIndiawill
remaininthesingledigits,butmarketersaresteadilyincreasingtheirattentiontodigitalmediaas
onlineusagegrows.Evenwithlowpenetration,103.6millionpeoplewillgoonlinein2012,andthe
numberofusersisexpectedtomorethandoubleto221.6millionby2015.

Readmore:http://www.dazeinfo.com/2012/02/06/socialmediaandemailthemost
effectivemarketingchannelsinindiastudy/#ixzz2OlKnUMlh

6
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Effectiveness of Internet
Advertising

10.CASESTUDY
CASESTUDYI
DellComputer
Itallstartedwithapost.June21,2005
IjustgotanewDelllaptopandpaidafortuneforthefouryear,inhomeservice.Themachine
is alemonandtheserviceisalie.Im havingallkindsoftroublewiththehardware:overheats,
networkdoesn'twork,maxesoutonCPUusage.
Andthere was nostop to itit gained momentumand even more momentumleading to
dedicatedhaters

Thewholethingstartedwithonepost.Itwasfollowedanother,thenthereweremany.DELL
HELLwasstarted.ItruinedthesalesofDellcomputers.Theonlyreasonwas,Delldidntupdate
themselveswiththeinternetproceeding.Itallhappenedwithouttheknowhowofdell.Whenthey
realizeditwastoolate.
Delllearnedfast,theyopenedtheirblogDirect2dell,whichanswersallthequeriesandproblems
aboutanythingandeverythingaboutthedelllaptops.ItwasfollowedbyDellIdeaStorm,a
collaborative blogging site where one can give their own ideas and discuss about general
technology, computers etc. They blogging was internal as well as external for the overall
developmentofthecompanyanditsimage.Thewholeexercisetook3yearstobebackontrack.

Learning
Thiscasestudygivesus(companies)agoodreasontobeupdatedwiththehappeningofthe
socialnetworkingsites.Bloggingandforumsarethenewinfluencersoftoday.Theyarethe
lighteningtoafireforest.Theyformtherootofthebrandimage.Oneneedstokeepatrackof
thisforasuccessfuloutcome.

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Effectiveness of Internet
Advertising

touch screen seen on the


iPhone, and many of the

CASE same display and


STUDY
interactive

features
II
including WiFi wireless
networking and browsing.

IPod
Touch

Its an iPhone without the


phone. With many of

Credit

iPhones popular features

Apples
marketing
genius for
making its
latest

andstartingpriceof$299,
its no wonder the iPod
Touchisgeneratingalotof
attention.

generation
of iPods, Apple highlights the new
the iPod iPod WiFi and YouTube
Touch, and features, on their website.
this

Not surprisingly, in

seasons

September,theiPodTouch

likely best product page was listed


seller in among the top performers
the

foritsuseofsocialmedia.

personal

Featured are plenty of

electronics videos, including the


keynote address by Steve
category.
Launched

Jobs announcing the iPod

on

Touch release, video

September

introductions to iPod

5th, 2008 Touch software and a


the new guided video tour of its
generation
of iPod
incorporat
es

the

features? This video


content contributes to
Apples strong Universal
Search positioning on
Google,whileprovidinga

popular

for iPod and iTunes.

source for Generally, Apple utilizes


video

the social networking

sharing

systems and hardware it

sites.

helped to popularize as a
means to demonstrate and

Apples

further sell its own

site also products.


includes a
Hot
News
section
with
informatio
n on the
top

Learning
Socialmediaisnowavital
element when releasing a
new product. It can draw
customers to your site,
explainandexhibitunique
features and benefits,

download answer questions and


s in generate wordofmouth
iTunes
sales. As Apple has
and

demonstrated,videotours

download are particularly effective


able
whenintegratedwithvideo
informatio press events. The same
nforeach contentcanberepurposed
ofApples for a multitude of
products.

applications.RSSfeedsare

Apple

also a great way to keep

takes no customers informed and


chances

automaticallyupdated.

here. RSS
feeds are Whenincorporatingsocial
mediaintoyourmarketing
available mix,rememberafewkey
lessonsthat

63

Effectiveness of Internet
Advertising

Apple.comandtheiPodTouchhavetaughtus.First,makesureyoursocialmediafeaturesare
placedintuitively,makingthemeasiertofindwithinyoursite.Ifvisitorscantfindit,orhaveto
search too hard, they wont participate. Second, make sure to accelerate your social media
effortsasyourbusinessgrows.Customerswillexpectmorefromyou.Ifyourwebsiteexpands
or is redesigned, expand and redesign your blogs, discussion boards and social tagging
opportunities.Addvideocontent,podcasts,imagesandcustomerfeedbackelementsthatwill
buildon(andimprove)yoursocialmediacontent.

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Effectiveness of Internet Advertising

11.ANNEXURE
QUESTIONNAIRE
Name:____________________________________________________
AgeGroup(yrs):up to 18 19 to 35
Gender:

36 to 54 55 above
Female

Male

1.DoyoulikeAdvertisements?
Yes

No

Informative

Entertaining

Creates awareness

Irritating

Annoying

Waste of time

2. How much time do you spend?


TV,Movies

< 1hr 12hrs 24hrs 46hrs > 6hrs

Newspaper/Magazine< 1hr 12hrs 24hrs 46hrs > 6hrs


Radio < 1hr 12hrs 24hrs 46hrs > 6hrs
Internet

< 1hr 12hrs 24hrs 46hrs > 6hrs

3.DoyouwatchtheTV/Radiocommercialsduringcommercialbreak?
Yes

No

Informative

Entertaining

Creates awareness

Irritating

Annoying

Waste of time

4. I change the channel during commercial breaks


Never

sometimes

depends on ad

often every time

6
5

Effectiveness of Internet Advertising


5. WhichisthelastNewspaper/Magazineadyouremember?Whichbrandwasit?

6. WhichisthelastTVcommercialyouremember?Whichbrandwasit?

7. NameanyfiveTVcommercialsyourememberlately
1. _______________________________
2. _______________________________
3. _______________________________
4. _______________________________
5. _______________________________
8.Doyousee/checkonlineads/mailswhenyousurftheinternet?
Never

sometimes

depends on ad

often every time

9. Whichisthelastonlineadyouremember?Whichbrandwasit?

10. Nameanyfiveonlineadsyourememberlately
1. _______________________________
2. _______________________________
3. _______________________________
4. _______________________________
5. _______________________________
11. You use the internet for.. (Rank them in order of your preference)
Chatting and Social Networking
Email _____
Information _____
Entertainment_____
ECommerce _____
Downloading _____

_____

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Effectiveness of Internet Advertising

12.Whatmodeofadvertisinginfluencesyoutobuy/suggestanyproduct?
Magazines and newspaper
Friends and relatives

TV Commercial
Online advertisements
Social Media Blogs,forums,SocialNetworkingsites
13.Whichmodeofadvertisingwouldyouprefer?(Rankinorderofpreference)
TV commercials

_____

Print Ads: Newspaper, Magazines


OOH: Banners, Posters

_____

_____

Online Ads: Banners, Emails _____

14.WhichmodeofAdvertisingwouldyoutrust?(Rankinorderofpreference)
Recommendations from consumers _____
Radio _____
TV

_____

Ads before movies


Newspapers

_____

Magazines

_____

_____

Blogs & forums

_____

Brandwebsites

_____

Email I signed up for _____


Sponsorships _____
Search engine ads

_____

Online banner ads

_____

Text ads on mobile phones

_____

6
7

Effectiveness of Internet
Advertising
15. You cannot live without (Rank in order of preference)
ComputerwithInternet

_____

TV

_____

Mobile

_____

IPod/Music Player

_____

Books

_____

16.Doyouthinkthatthefaceofadvertisingistransformingintermsoftechnologicaland
culturalimpact?
Yes

No

ThankYou

6
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Effectiveness of Internet Advertising

12.BIBLIOGRAPHY

1DigiMarketing The Essential Guide to New Media & Digital


MarketingKentWertime,IanFenwick
2PrincipalsofAdvertisingandIMCTomDunkan
3SixPixelsofSeparationbyMitchJoel.
4CrushIt!byGaryVaynerchuck
5TheWhuffieFactorbyTaraHunt
6BrandBuildingandSocialMedia(2011)DavidAaker

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Effectiveness of Internet Advertising

13.WEBLIOGRAPHY

1http://www.wikipediaorg/
2http://www.wisegeek.com/
3http://www.geerthofstede.com/
4 http://www.truckads.com/
5http://www.afaqs.com/
6http://www.dazeinfo.com/2012/02/06/socialmediaandemailthemosteffective
marketingchannelsinindiastudy/#ixzz2OlKnUMlh
7https://www.advertsafe.com/article/credibilityforonlineadvertising.aspx

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THANKYOU