INTRODUCTION

Internet is fast emerging as a powerful medium for advertising in the new millennium. Nine years ago, the newest medium was television. About 15 years ago, it was cable television. Currently it is Internet. There is some evidence that television audience are migrating to the internet. It is expected that there would be 20 million internet users in India. The internet is playing an increasingly important role in marketing communication. Marketers use internet for a variety of communication tasks: promoting consumer awareness and interest, providing information and consultation, facilitating two way communications with consumer through e-mail and chat rooms, stimulating product trial, enabling customers to place orders, and measuring the effectiveness of specific advertising or promotional campaigns. Firm can market through their own Web sites and place advertisement on their sites. Advertising on the Web allows companies to supplement conventional communications channels at a reasonable cost. But as with any of the elements of the marketing communication mix, Internet advertising should be part of an integrated, well designed communication strategy.

NEED AND IMPORTANCE OF THE STUDY

Online advertising is growing in popularity for many businesses to promote their products and services on the internet. With more and more of the worlds population looking to internet for news and information, it is no wonder that businesses are increasingly led to advertise online. It is cost effective and allows

businesses a way to give more information to potential customers than most traditional forms of broadcast and publications. Online advertisement technology advances are being made every day that enhances what visitors would like to see. This study was conducted in order to know the effectiveness of online advertisement in the purchasing behaviour of people. The study was conducted in the Nirmala College Muvattupuzha.

SCOPE OF THE STUDY

The study is conducted to find out whether online advertisement is effective in influencing potential buyers purchasing behaviour. The study is limited to Muvattupuzha Nirmala College in ernakulam district,kerala.

OBJECTIVE OF THE STUDY

To study the awareness of online advertisement among people. To evaluate the relative effect of online advertisement compared to television advertisement. To study the effectiveness of online advertisement on the purchasing behaviour of the people. To analyse the class of people in which online advertisement is effective

HYPOTHESIS
H0 : There is no significant variation between customers awareness of online

advertisement with regard to its influence in purchasing behaviour H1 : There is significant variation between customers awareness of online

advertisement with regard to its influence in purchasing behaviour

RESEARCH METHODOLOGY
For the purpose of literate survey, a sample survey was adopted through the structured interview schedule, and information was also collected from books and internet different sites.

DATA COLLECTION METHOD

The data collection method used to obtain the desired information from primary source has been through interview schedule has been used as an instrument. Primary Data Primary sources are original sources from which the researcher directly collects data that have not been previously collected. Here the researcher directly collects information from the respondents in the form of face-to-face interviews with the help of questionnaires consisted of a set of questions. Secondary Data They are the data that are already available. These data are collected by someone else for their purpose other than solving the problem. The secondary data for this study was collected from Books and Websites.

SAMPLING PLAN
Target population or universe : Students in Mar Augustinose College, Ramapuram Sampling Method : Convenience Sampling

Sampling Size

: 60

STATSISTICAL TOOL AND TECHNIQUES

For measuring the impact and analyzing the collected data effectively and efficiently to draw sound conclusion, a number of statistical techniques like tables, charts and . test and .. for testing of hypothesis have been used.

PERIOD OF STUDY
The period of study was from 1st November 2013 to 31st March 2014. The study included data collection with the help of interview schedules and secondary data from various books, journals and internet were used

LIMITATION
The sample size is limited to 60 internet users, Hence the result of the study cannot be taken as universal. The study was conducted only in the Mar Augustinose College Ramapuram, Kottayam District of Kerala and therefore several other potential samples from outside the District were neglected. Due to lack of time this study was only able to collect primary data from colleges and was not able to collect data from offices and other work places. Due to the busy schedule of the respondents some of them were reluctant to answer the questionnaire.

LAYOUT OF THE DISSERTATION

Chapter I Chapter II Chapter III Chapter IV Chapter V Introduction Theoretical Framework Analysis and Interpretation of Data Findings and Suggestions Conclusion