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The Effectiveness of Internet Advertising

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PAPER 1

According to him the graphical interface that the Web can create between the
company and its customers (dependent variable) promotes its use as a medium of
marketing communication. In this research two steps have been taken. First
conducted a literature review on the effectiveness of Internet advertising
(independent variable) . It also highlighted the relationship between advertising
effectiveness and web tool as a new dynamic and interactive media. As article
verified the existence of several elements of quantitative and qualitative
measures of the effectiveness of Internet advertising. And (moderating variable)
is the profession of the visitor, the duration in terms of user experience with the
Web, color and size are variables that explain the behavior of the cyber consumer
clicking or storing a banner advertisement. Any company that uses the Internet
must necessarily take into account these dimensions in order to succeed at best
tools for customer relationship and increase their Internet advertising
effectiveness.

PAPER 2

According to him rapid growth in technology, the internet is becoming an

important one stop point for consumers in finding most of their needs .He
concludes that internet advertising (independent variable) has significant
relationship with purchase decision of the consumers (dependent variable).
Effectiveness of internet advertising (independent variable) on reach and creation
of awareness was determined by the level of knowledge about the existing
platforms of advertising adopted by various companies. He concludes that
internet advertising influenced purchase decision of the customers (dependent
variable) to a moderate extent as only nearly half of the respondents were
influenced purchase decision. There is a positive relationship between consumer
behavior and internet advertising. He also found that internet advertising is
effective in reach and creation of awareness and recommends that the companies
should invest more in internet advertising to increase their market share and
provide product information. (Moderating variable) 30 % of the respondents used
internet for E-mail, 25% for information, and others for chatting and social
networking, indicating that communications has been the fundamental value of
the internet to consumers. There was a higher chance of interaction with various
online ads as reflected by the diverse usage of internet.

PAPER 3

According to him the internet (independent variable) is becoming an important

one stop point for consumers (dependent) in finding most of their needs. Many
consumers (dependent variable) are online every day for their personal work, but
do they notice (Moderating variable) the ads, banners displayed on that webpage,
and most important their recall value. In this study he determine the effectiveness
of internet advertising(independent variable) on reach and creation of awareness;
to establish the reliability of internet advertising(independent variable) through
recall; and to determine the relationship between internet advertising and
purchase decision of the customer (dependent variable). The primary data was
collected using questionnaires. Content analysis was used to analyze qualitative
data while the quantitative data was analyzed using descriptive statistics using
SPSS. Regression and Correlation analysis was used to show the relationships
among the variables. Internet advertising (independent variable) has significant
relationship with purchase decision of the consumers and therefore is a key
determinant in influencing consumer behavior (dependent variable). He
determined that there is a positive relationship between internet advertising and
consumer purchase decision. Internet advertising was effective in providing
higher reach and creation of awareness. He further concludes that internet
advertising contributes most to the consumer behavior and that internet
advertising (independent variable) was a significant factor in predicting the
consumer behavior (dependent variable).

PAPER 3
According to him this empirical study investigated effects of banner
characteristics on audience response (Moderating variable). The results provided
some impotent determined into the structure of advertising effectiveness
(independent variable) on the internet. The relationships detected here offered
several practical implications for the effective creation and execution of banner
campaigns. As is always the case in empirical work, there is considerable scope for
further research and thus some important extensions have been suggested. The
structure of advertising effectiveness on the internet is a new and largely
unexplored issue. He concludes that internet advertising influenced purchase
decision of the customers (dependent variable). The graphical interface that the
Web can create between the company and its customers (dependent variable)
promotes its use as a medium of marketing communication. Internet advertising
(independent variable) has significant relationship with purchase decision of the
consumers and therefore is a key determinant in influencing consumer behavior
(dependent variable).

PAPER 5
According to him the general objective of the study was to establish the
effectiveness of online advertisement on consumer decision. According to him To
establish the effect of online advertisement tools on consumer decision behavior
(dependent variable), to determine effects of strategies used on online
advertising(independent variable) and to establish barriers affecting online
advertisement on consumer decision. A descriptive research design was used to
describe variables. Correlation was done to identify relationship between
dependent and independent variables. In this article marketing strategies applied
determine increases brand loyalty and therefore influence purchasing behavior of
the services and products offered. The content used in these strategies is
important in determining the awareness and attraction of customer’s attention
which influences the bottom line. Online advertising (independent variable) is
important to a firm that relies on communication to create interest and brand
awareness. The findings also show that utilization of online advert provide the
necessary feedback which enhances product awareness to the clients as well as
give them the opportunity to offer their wide variety of products on one platform.

PAPER 6

According to him Information and communications of new technologies, has

created the intelligence community and emergence this community has put a
particular conditions facing the audience (dependent variable). Commercial
advertising Brokers are trying beside use of the symbols, colors combination, with
emphasis on principles and practices of internet advertising (independent
variable) to use of the latest communication and media technologies for products
introduce, to attract the audience(dependent variable) tends product or service.
Important factor in successful marketing and advertising strategies is an
understanding of consumer behavior (dependent variable). Consumer behavior
involves people (dependent variable) and what they purchase, why and how to
their purchase and marketing and market. It important identify customers and
consumers behaviors on the Internet advertising (independent variable) .
According to him including advantages of internet advertising can be cited to two-
way communication with the audience (dependent variable), relatively low cost,
universal and boarding access.
Q.Discuss who said what and what their research results:

PAPER 1
.In this article kammoun said that:
1. This new tool of communication risk of upsetting the giving of advertising
through traditional media (Kammoun, 2008). URL:
http://dx.doi.org/10.5539/ijms.v5n2p93

2. The graphical interface that the Web could create between the company
and its customers enhances its use as a media marketing communication
(Sassi, 2001)
3. due to the remarkable strengths of the Internet in terms of targeting,
inclusiveness, unparalleled in richness of information and above
interaction, the Web has become a medium with a high potential (Hoffman
and Novak, 1996; Bezjian et al., 1998; Lendrevie, 2000).
4. However, debate still exists about the effectiveness of this new form of
communication. Moreover, research in marketing are involved more and
more to identify and test indicators of effectiveness of this new form of
communication in order to scientifically prove its credibility and its capacity
to persuade (Briggs and Hollis, 1997; Drèze and Zufryden, 1998; Hofacker
and Murphy 1998; Lendrevie 2000). It is therefore useful to determine the
necessary elements that leaders must take this into account when inserting
a banner ad to increase its effectiveness.
5. Barrox et al. (1998). Comment Internet change la France. Revue
l’Expansion, Mars, P50
6. Bergkvitz, L., Fristrom, M., & Melander, J. (2001). Measuring the Brand
Effects of Banner Advertising Campaigns. Worldwide Online Measurement
ESOMAR Athens 6-2001.
7. Bezjian, A. A., Calder B., & Iacobucci, D. (1998). New media interactive
advertising vs. traditional advertising. Journal of Advertising Research,
38(4), 23-32.
8. Briggs, R., & Hollis. (1997). Advertising on the web: is there response
before a click through? Journal of Markerting Research, 2(37), 33-46.
 9. Burke, M. C., & Edell, J. A. (1989). The impact of feelings on ad based affect
and cognition. Journal of Marketing Research, 26(1), 69-83
10.. http://dx.doi.org/10.2307/3172670 Carat. (2002). l’e-pub s’installe dans
les médiaplannings. Le Journal du Net (Bench group). Retrieved from
www.journaldunet.com/dossiers/grp/021011epub2.shtml Caumont, D.
(1988). Les niveaux de contrôle en publicité: essai de clarification.
Recherche et Applications en Marketing, 3(4), 1-22

PAPER 2
1. The influence of the Internet on business-to-consumer (B2C) relationships
has introduced a new dimension of interactivity to the communication
industry (Shiva, 1997)
2. Calisir, F., (2003), Web advertising vs. other media: young consumers’ view.
Journal of Internet Research: Electronic Networking Applications and Policy.
3. Cho, C.H., (2003), Factors influencing clicking of banner ads on the WWW.
Cyber Psychology& Behavior
4. Danaher, P.J. and Mullarkey, G.W., (2003), Factors affecting online
advertising recall: A study of students.
5. Dreze, X. and Hussherr, F.X., (2003), Internet advertising: Is anybody
watching? Journal of Interactive Marketing’
6. Faber, R.J., Lee, M. and Nan, X., (2004), Advertising and the consumer
information environment online. American Behavioral Scientist
7. AadWeening. (2012). B2C Global e-Commerce Overview. Interactive Media
in Retail Group.
8. Bhat, S., Bevams. M. and Sengupta, S., (2002), Measuring users web activity
to evaluate and enhance advertising effectiveness. Journal of Advertising.
9. Bloch, P. H., Sherrell, D.L. and Ridgway, N.M., (1986), Consumer search: an
extended framework.
10.Goldsmith, R.E. and Lafferty, B.A., (2002), Consumer response to Web site
and their influence on advertising effectiveness.
PAPER 3
1. Berthon, P.L., Pitt, F. and Watson, R.T.,(1996), The World Wide Web as an
advertising medium: Toward an understanding of conversion efficiency.
2. It has been a very useful tool for communication, entertainment,
education, and electronic trade (Ko et al., 2004; Koyuncu and Lien, 2003)
3. The Internet has emerged as an advertising medium (Silk et al., 2001)
4. Many companies have turned to the Internet to advertise their products
and services; and the Internet is deemed to be the most significant direct
marketing channel for the global marketplace (Faber et al., 2004; Ko et al.,
2004; Korgaonkar and Wolin, 2002).
5. Companies are pouring billions of dollars into Internet advertising to obtain
greater return on investment on ads (Edwards, 2005; Joines et al.,2003).
6. There are several factors that contribute to consumers pull for online
content—consumers are the one who decide when, where, what, and how
much commercial content they wish to view (Korgaonkar and Wolin, 2002)
7. The Internet enables consumers to access an unlimited range of products
and services from companies around the world, and it has reduced the time
and effort they spend on shopping (Ko et al., 2004)
8. Consumers play a much more active role in searching for information online
with some goal in mind, and that goal can influence individual behaviors
and responses to online information and advertisements (Smith, 2002)
9. With the rapid advancement in the computer industry, many companies
have made the Internet as part of their advertising media mix to take
advantage of the online technologies (Calisir, 2003).
10.Since the Internet can be used as an efficient marketing communication
tool, both scholars and practitioners are interested in understanding how
to take full advantage and maximizing the value of this communication
medium (Rodgers and Thorson, 2000).
PAPER 4
1. customers to a site, offering an automated link to the advertiser (Briggs &
Hollis 1997; Bellizzi 2000).
2. Clickable banner ads are believed to be the first gateway to entering the
world of interactive electronic markets (Shamdasani et al. 2001).
3. A widely used measure for evaluating the effectiveness of banner
advertising is the click through rate, that is, the proportion of viewers who
click on a banner to visit the advertiser's web site (Hanson 2000)
4. It is worth noting that the pricing of internet advertising is often based on
click through rates because advertisers demand results oriented pricing and
question the pricing model of traditional media, which is based on mere
impressions; rather, they insist on paying for direct response results
(Hofacker & Murphy 1998; Cho et al. 2001).
5. Tracking direct response results on the internet is simple since response
information is electronically captured and reported through the ad serving
process as well as by tracking visitors' activity once they have reached a
site. In this manner, direct response data offer a great opportunity to
empirically establish ad effect relationships (Broussard 2000).
6. These trends increase the importance of a banner's ability to induce direct
responses and emphasis the problem of effective creative design and media
planning (Shamdasani et al. 2001)
7. It has been suggested that there is an explicit shift in online advertising
strategy that favors deriving behavioral response from selected target
audiences over providing exposure to many audience groups (Yoon & Kim
2001).
8. Therefore, click through rate is poor measurement for branding campaigns,
which attempt to integrate a product's message into the consumer's
consciousness so that when the time is right, the consumer is more likely to
buy the product (Briggs 2001b).
9. Clicking on the banner takes the visitor from the current web page to the
advertiser's web page. In this manner, banner ads are used as vehicles to
bring prospective
 10. Clickable banner ads are believed to be the first gateway to entering the
world of interactive electronic markets (Shamdasani et al. 2001).

PAPER 5
1. According to Hampsey (2013) in his study on the influence of email
marketing messages it was revealed that 66% of customers have made a
purchase as a result of an e-mail marketing campaign.
2. The aim of the store visit in 40.4% of the cases varied, in different cases the
purchasers wanted to have a first-hand experience, or gain extra
information or get private recommendation (Martin, Van Durme et al.
2003).
3. Erdoğmuş & Cicek (2012) state that consumer brand loyalty is also affected
by the different platforms and applications that are offered by the brand on
the internet, what might imply that consumers are asking for creative
reasons, variety, and differences for engaging with the brands on social
media.
4. Pawar, (2014) agrees that companies should work on creating more
engaging, interesting applications, games and content to increase brand
loyalty.
5. Rana (2011) in her study on the impact of social-media use on brand equity
of magazine brands a qualitative study of Vogue Turkey findings indicated
that social media marketing has significant impact towards building brand
equity. Furthermore, online communities, interaction, and sharing of
content were also found to have significant impact on brand equity
6. This concurs with Rastogi and Khan, (2015) who agreed that advertising on
the Internet has the dual benefit of being generally more efficient and
effective compared to other media channels.
7. (2001) and Rappoport (2002) also indicated that household income also
played a vital factor towards broadband acceptance.
8. Previous studies by Madden et al. (1996) among 5000 Australian homes
revealed that demographic factors such as education, race, and age played
a major role in acquisition of broadband Internet service by individuals.
 9. online ads to promote a positive attitude toward online ads among the
consumers. Developed countries prefer e-marketing because they usually
do a research before buying their products (Sen & Argha, 2014)
10.Samreen and Maria (2017) in their study on impact of E-marketing on
consumer behavior states that in Pakistan, social media advertising affects
customers buying perception, use of e-marketing affects customers’
decision more that use of traditional advertising and use of social media
marketing enables companies attract their target customers.

PAPER 6
1. Marketing communications includes various components such as
:Sales promotion, public relations, direct marketing and advertising
that advertising is an important component of marketing, especially
marketing. (Strauss 2001)
2. Today, Internet is an important channel in marketing and advertising.
This could be due to the ability of the Internet to reduce costs and
easy access to online services also missionaries can easily have access
to a lot of users and communicate with them in a low cost. (Lages
2004)
3. Results of various studies have shown that beliefs and attitudes of
people towards the internet advertising are internet two important
factors in evaluate of internet advertising.( Wong 2010)
4. Two-way communication with the audience, Relatively low cost,
Universal and boarding access, Improved informed, Updated easy
and Accurate target. (Dashti 2009)
5. Ducoffe 1996 In this research, awareness, entertainment and
motivationare considered as a three variables prior to advertising
value that effect on attitudes toward internet advertising.The results
of this study showed that entertainment and awareness are two
useful strategies n the field of internet advertising.
6. Woon&et 2009 In this study were investigated fivemajorbeliefs that
affect theChinese consumers' attitudes towards online advertising,
 these include: Entertainment, Information Search, Validation,
Economy and Distorted of Value that Entertainment, Validation and
Economy are predictors of positive attitudes towards Internet
advertising and Distorted of Value is related to negatively with
attitudes.
7. Pieters 2010 This study was performed in relation to with effect of
advertising complexity on consumer attitudes toward Internet
advertising. Specificity Complexity and design complexity assessed
respectively positive and negative.
8. As the researchers suggest that television advertising for products
simpler, applies for internet advertising about less complex goods
that have require detailed information and resources less to facilitate
of purchase. Entertainment model suggested by researchers include
different stimuli for the customers to see and stay on the website.
(Rettie 2003)
9. Consumer behavior is influenced by many sources some of them
include: Cultural influences, physical factors, personal perceptions,
social factors, religious groups, social position, peers, reference
groups, learning and family. (Perner 2008)
10.Hence, the emergence of the internet as a new media in
communication and advertisingrealm, has prompted researchers to
carry out research in this field (Papacharissi 2000), thus have been
much research about how design of internet advertising and
compared it with public advertisement. (Schlosser 1999)

References
1. Received: September 29, 2012 Accepted: January 28, 2013 Online
Published: February 28, 2013

2. http://scholar.mzumbe.ac.tz

3. THE_EFFECTIVENESS_OF_INTERNET_ADVERTISING_ON_CONSUMER
BEHAVIOUR_THE_CASE_OF_UNIVERSITY_OF_NAIROBI_STUDENTS
4. First Published July 1, 2003 Research Article
https://doi.org/10.1177/147078530304500403

5. THE EFFECTIVENESS OF ONLINE ADVERTISEMENT ON CONSUMER

DECISION: A CASE OF RADIO AFRICA GROUP LIMITED NAIROBI, KENYA BY
NJUGUNA NGURE ALVIN SUMMER 2017

6. Journal of Research and Development Vol. 1, No.1, 2013 45

Internet Advertising and Consumer Behavior in the Purchase of Products
ShahramGilaninia Department of Industrial Management,
Rasht Branch, Islamic Azad University, Rasht, Iran
Dr.Mohammad Taleghani Department of Industrial Management,
Rasht Branch, Islamic Azad University, Rasht, Iran
Houman Karimi (corresponding author) M.A. Student of Business
Management,
Rasht Branch, Islamic Azad University, Rasht, Iran