Findings and Suggestion

Findings and Suggestion

Introduction

Advertising is a powerful communication force, highly visible and one of the

most important tools of marketing communication that helps to sell product,
services, ideas and images. It is an indicator of the growth, betterment and
perfection of civilization. In the entire history of human race, there have been
only five major media for advertising such as the book, the newspaper or
magazine, the radio and the television. However, due the growth of information
technology the internet is the hottest medium in present scenario and it is being
the greatest medium from the other entire medium for promotion of the products
by delivering the marketing messages to the larger consumer. In India the
popularity of the Internet have opened many opportunity such as electronic
commerce. The e-commerce has changed the way of business in India. It has
been witnessed that the Indian e-commerce market is expected to grow to US$
200 billion by 2026 from US$ 38.5 billion as of 2017. The value of e-commerce
market is expected to cross US$ 50 billion by 2018. E-commerce gave a new
platform to the advertising called online advertising; It is one of the most rapidly
growing segments on the marketing industry (2019: https://www.ibef.org/
industry/ecommerce.aspx). Therefore, in this section the overall finding of the
research study have been discussed which are as follows:

In chapter one the history of advertising and its development, the study have
found that how advertisement was originated and how time to time it has been
developed. From the Relics of Harappa, Mohenjo-Daro to the invention of
printing press, radio, and then TV, the form of advertising has developed with

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the changes of time and technology. And due to advent of technology internet
came in front of the world and ever since changed the whole advertising world
through online advertisements. Today in India along with the traditional
advertising online advertising has truly revolutionized and influence the market
dynamics. Due to interactive nature of online advertising it becomes more
popular than the traditional advertising and now marketers instead of selecting
traditional way, prefer using online advertising for their product promotion. This
new media has opened new opportunities for marketers to communicate their
target audience easily and more effectively. The study showed the various
significance of online advertising in which online advertising has broad
coverage network, capacity to provide information in large form, strong
interaction with sensory. It has real time and long lasting unity and accurate
delivery goals. All these significance make online advertising a new door which
has opened up for the marketers to communicate with their target audience
easily. In the study the types of online advertising have been found, which are
banner ads, pop-ups and pop under ads, floating ads, expanding ads and trick
banner ads. All this ads were defined in the first chapter of the thesis. Further
on the basis of the objectives of the study which are:

1. To study about web banner advertising and its development.

2. To know the role of online market for Indian ethnic apparel.

3. To analyze whether design elements of web banner advertising influence

consumer response or not.

With the help of primary and secondary data such as questionnaire, interviews,
book, articles and worked in a project on banner advertising in M&C SAATCHI
FEBRUARY advertising agency, the study have found the first objective from
the second chapter i.e. web banner advertising and its development that the

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first clickable banner ad was sold by Global Network Navigator (GNN) in 1993
to a law firm, GNN was the first commercially supported web publication and
one of the very first web sites ever. The first web site to sell banner ads was
Hotwired also he coined the term "banner ad" and was the first company to
provide click through rate reports to its customers. The first web banner sold by
Hotwired was paid for by AT&T (American Telephone and Telegraph Company)
and was put online on October 25, 1994. Due to rapid growth in online
advertising revenues indicates the viability of web banner advertising as an
alternative to that traditional media. Different technical development of web
banner ads has been found during the study in which it has found that accurate
size of banner run better chances of grabbing attention and being seen and
remembered and also for better visibility position of banner ads plays an
important role. It has been found that for a an effective response of banner
advertising certain principles are entailed in time of designing banner ads where
it conclude that while designing banner ads design should keep simple where
only one message, one image, one call to action and one brand mark is
sufficient to increase the audience click or CTR (Click Through Rate). While
designing banner ads always consider a minimalistic design elements and law
of thirds makes banner accurate and more eye catching. At the end by
comparing the differences between the design of web banner advertising and
print advertising, the most important statement that can be made from this study
that the web banner design is very different from the print advertising. The
comparison between the two mediums of advertising design proves that the
computer monitor is a completely different medium altogether. Wherein text
printed on paper is a solid object, on the other hand text appearing on a
computer screen is based on light waves. Computer aided designing may be
regarded as a matter of taste. Comparing elements of design (form, size, color,
image, and text) between the two media, one of the significant distinctions is

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reliant on the working areas of the two media; screen and print. Where the
issues of image and text are concerned, typescript and images displayed on the
screen are greatly inferior in quality to printed typescript and images.
Furthermore, color creation differs on the web banner and in the print
advertising. Certainly all these distinctions between the print and web banner
media do not mean that none of the principles of design apply to web
advertising. On the contrary, successful web advertising should be based on
the same basic graphic design principles as a design prepared for printed
advertising. Besides all these differences, web banner advertising design has to
make use of some new elements because web ads provide live, timely,
viewable and often storable information and entertainment when the consumer
wants it. Increasingly, advertisers are coming to realize that web banner
advertising offers a higher awareness of their product, easy methods of
information distribution including speech and video presentation, improved
ability to craft brand image, and an immediate direct line between customers
and the product. Certainly all these opportunities are provided by some unique
design elements of web advertising such as interactivity, navigation, and
organization of information.

In accordance to the third chapter the study has found that the role of e-
commerce has transformed the scenario for Indian ethnic apparels market. Due
to impact of the online market the purchase and shopping of ethnic apparels
has increased drastically. Online portals make popular to regional and
traditional garments and also bought Indian handicraft heritage into the public
interest. Due to availability of online portals like itokri.com, jayapore.com,
Ajio.com and many more the marketers and the sellers sells their ethnic
apparels easily and this is the reason that today the traditional and regional
apparels becoming famous just because of the rise of online market. Part of the

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internet revolution as social media is a one of the major key platform in online
market that has changed the people networking environment and has helped
act as a connection between the marketers and consumer. Today through
online marketing communication, marketers could able to highlight the
important design featuring of less known by people or consumers. For example
Ajrakh textile art from Gujarat, kalmakari art from Andhra Pradesh and bagru
print art from Rajasthan. From the study it has been concluded that the
development of online market in India is new birth for Indian ethnic apparel,
which is nowadays has become famous among every age group. At last from
the chapter four, main objective of the research is that to analyze whether
design elements of web banner advertising influence consumer response or
not. With the help of data presentation and analysis, the study has found
through primary research, it is evident that banner ads are a significant tool in
effective communication, especially for Indian ethnic apparels.

The research intended to survey, industry professionals who are creators of

marketing communications and the end consumers who are the deciding force
to make product or service a success in the market based on the
communications served to them. The surveys were able to find out the
perceptual gap, if any exists between the creator & the end consumers as far as
web banner advertisements are considered. Essentially, it is to answer whether
marketers can understand the taste of the consumer & deliver effective
communications to get their attention.

Witnessing the survey outcomes, it would be precise to conclude that, web

banner ads are a preferred medium of communication in the digital age internet
& smartphones where end users spends significant amount of their time.

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Both professionals & customers prefer vibrant designs with eye catching
combinations of colors, celebrity figures, fonts, harmony and other such
elements. A well-balanced banner ad can invoke aspirations among prospective
customers as they may also communicate societal status & association with
brand identity may bring certain sort of elevation in their social engagements.
Celebrity endorsements & photographs play an important role in attracting &
forming a bond with the customers.

Horizontal banner ads are most preferred due to easy readability & better story
telling in a landscape format. Unique and customized fonts as per the design
needs make more sense while designing the advertisement. It creates an
effective story that suits the mood created in the communication whereas it may
communicate royalty, retro or neo age based on the product on showcase.

It is also to be noted that animated ads are more favored over static ads
however in the market we do not see much of animated ads as it may be time
consuming to form. Since, banners are short lived and to keep up the freshness
it is frequently changed, there is more inclination towards designing static
banner ads.

Online retailers Flipkart and Myntra tops among other peers for providing a
much more immersive ethnic wear collection, attractive & higher numbers of
banners ads on their own portal & as well on other third party portals.
Considering all channels web banners advertisements are noticed by over 95%
customers during their course of browsing or shopping online. Customer favors
the overall composition of the banner ads and not focusing on the individual
elements separately. In the overall offering the banners with product images,
photographs & celebrity promotions outperform other forms of banner contents.

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The survey has comprehensively been able to capture the trend, preferences,
design nuances and attractiveness among customers & professionals for web
banner advertisements on Indian ethnic wear. Banners do play a pivotal role in
making customers aware of the latest offering & help make their decisions in
the ocean of choices available.

Therefore, from the above discussion the study has found that for a successful
communication through web banner ads the whole composition plays a vital
role because it encompasses all the design elements for an effective
advertising.

Suggestions

The main objectives of any ads is to attract the audience or customer and
increase the sale of the product, same purpose is also goes for banner
advertisement to increase the sale and click through rates. For this the design
of the banner ads should be attractive. Therefore, some of the suggestions
related to design web banner ads are here as follows:-

1) Always use banner in big sizes or in other word in popular sizes i.e.
wider because wider sizes tend to perform better and attractive.

2) Always use bright color during designing banner ads such as yellow,
blue, and green and for button red color is better option for higher CTR.

3) Keep the message clear and concise. The message should be always
eye-catching. The visitor will have less time to see the banner ads so
don’t put so many things in banner. Also more stuff makes longer
download time which makes visitor impatience and they will avoid
clicking the banner in your websites.

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4) Maintain visual hierarchy. It makes visitor to scan information and helps

them to communicate a message quickly and effectively.

5) Focus on typography or typestyle. One should use strong typefaces that

are easy to read. Use two typefaces one for headline which will always
may go big and bold and colorful. By doing this one can grab the
attention of visitors easily.

6) Make the banner ads interactive by using simple motion and animation.
In banner advertising motion creates a positive reaction towards the ads.

7) Always link the banner advertising in an appropriate page so that visitors

can easily go to the right page for further information.

8) Always use strong images which are directly represent the message of
the ads. Appropriate and strong image can add a quality and luster to the
advertisements.

9) While designing banner ads always go for minimalistic design. That

mean one copy, one message, appropriate image, single or one or two
color, no gradient. In short only important design element should be used
just keep the banner simple as much as can.

10) At last the very important things are to testing the banner design before
publishing on the websites. Testing means here that one should run a
banner over a period of time and measure the CTR. After that one can
modify the design or one or two things such as font or color according to
need.

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