With the help of Analysis and interpretation the findings are drawn
which includes whether consumers are aware of online advertisement, do
online advertisement effect their purchase behaviour.
With the critical Analysis and Interpretation the Suggestions are drawn
on how to improve Online Advertisement in order to attract much of the
viewership and to increase the purchasing efficiency and also to improve the
methods of online advertisement.
Finally a conclusion, where the briefing and the topic aspects is been
given with few suggestions, finally concludes the Project Report.
THEORETICAL BACKGROUND
Marketing is more than just distributing goods from the manufacturer to
the final customer. It comprises all the stages from creation of the product and
the after- market, which follows the eventual sales, advertising plays a very
important role in this process.
The product or service itself, its meaning, packaging, pricing and
distribution, are all reflected in advertising, which has been called the lifeblood
of an Organisation. Without advertising, the products or services cannot flow
to the distributor or sellers end on to the consumer of or userThe need for
advertising developed with the expansion of population
and the flow of towns with their shops and large stores, mass production in
factories, infrastructure to deliver goods & services and increasing level
education. Advertising grew with the development of media, such as the
coffeehouse, newspapers and the arrival of advertising agencies.
Definition: - The institution of practitioners in advertising defines "advertising
presents the most persuasive possible selling message to the right prospects
for the product or service have the lowest possible cost".
What is Online Advertising
On line advertising is similar to other forms of communication except for one
critical difference that is Internet. Consumer behaviour follows a model
radically different from traditional advertising media. This model can be
explained as the progression 'Awareness - Interest - Desire - Action'. All these
activities occur simultaneously in Internet advertising. Online advertising
Advertising has faithfully served the print industry for 200 years, and was
applied to the Internet with every expectation of success. Web advertising
began with Center and Siegegls in famous Green Card Lottery message on
the Usenet site in April 1994 and was followed in October by advertising
placements for AT&T, MCI, Sprint, and Volvo on Hot-wired and finally the
idea caught on. The Advertisement grew in sophistication, and today there
are Static, rotating, scrolling, animated, flash and interstitial banner ads al
which are designed to generate traffic, increase brand awareness and
generate leads and sales.
Internet companies were founded on advertising revenues, and for some
years the companies prospered.
Rate depended on: i. The Type of advertisement.
ii. Where it appeared on the WebPages.
iii. How it integrated with content.
iv. How well it matched the advertisers target audience
context. Web publications serve every conceivable audience, from the massmarket
obscure niche groups. Beyond that, the technology leads target
customers by their computing platform (PCs or Macintoshes), Web browser
(specific versions of Netscape Navigator or Microsoft Internet Explorer),
domain type (. com, .edu, .gov, .mil, or .net) or individual domains (America
Online, IBM, Prodigy).
4. Broad and flexible reach - While the Net
Broad and flexible reach - While the Net cannot yet match
television's market penetration, the size of the online audience is growing very
quickly. More importantly, because you buy online ads by the impression, you
can buy as much or as little of that audience as you desire. And that's true no
matter how popular or specialized the site on which your ads run- as a rule,
advertising costs depend on how many impressions you buy, not on the size
of a site's audience.
when, in what context, how many times and so on. Better still; you get this
information instantly, not weeks later when it's too late to adjust your
campaign. Of course, not every site currently provides this level of feedback,
and not every advertiser knows what to do with it. Over a
period of time, however, this is likely to become one of Web advertising's
most important competitive advantages
Web site. Once there, they can access as much material on your company
and products aUnlike commercials or print ads, a Web ad banner is only the
beginning of the process. While your banner may present only your branding
message, interested prospects can always click on it to go directly to your
Web site. Once there, they can access as much material on your company
and products as you care to present.
Graphics & the visual elements also play an important role in the users
decision to stay or leave. Use of creative concepts, colors, movement &
sound enhance the chances of the user staying longer on the site.
In addition to all this the creators of web sites & on line advertising
must take into consideration the factors like
If all such parameters are considered while selecting the web sites for
online advertising, the impact of such advertising will definitely be felt. Online
advertising is one medium, which helps to generate awareness about the
brand being advertised, it can help in creating an image, it helps in educating
the audience and also builds interactivity & direct response. No other
traditionaWe are still at the experimental stage but many clients have already
started allocating a budget towards online advertising & web is being
considered not only as an advertising medium but also as a marketing tool.
Hence online advertising, though slow to take off, will definitely be a medium
of the future.
14l mediumWe are still at the experimental stage but many clients have already
600
198
450
Operational ISPs
250
Cities covered
400 approx.
12200 approx.
Internet subscribers
4.2 million
65 approx.
1,150,000
Rs.6000 crore
Rs.2500 crore
100+
100
Aug-95
Mar-96
Mar-97
Mar-98
Mar-99
Mar-00
Mar-01
Mar-02
Mar-03
0.01
0.05
0.09
0.14
0.28
0.9
3
3.2
4
Mar-04
Mar-05
4.2
7.2
Disadvantages of Internet
1. Measurement problem: - One the greatest disadvantage of
the net is the lack of reliability of the research numbers generate. A
Quick review of forecasts, audience profiles, and other statistics
offered by research providers will demonstrate a great deal of variance
leading to a serious lack of validity and reliability. One of the industry's
largest and most sited trade publication has written an expose of a
heavily sited Internet research company, referring to the number it
provides as "scary" feathers have stressed concern over the fact that
most sites figures or not audited, which mainly to rampant cheating in
the respect of the number reported.
long time. When there are a number of users, the time increasing and
some Sites may be inaccessible due to too many visitors. For many
users who expect speed, this is a major disadvantage.
Traditional advertising
advertising
web
REVIEW OF LITRATURE
Purpose:
Review of literature refers to identifying already existing
literature in the area of consumer behavior and marketing strategies, to
find out what contribution has already been made so that it can serve a
valuable base for further expanding the literature. the researcher while
choosing the relevant literature of this study, has taken extreme care
not to omit any literature pertaining to the effectiveness of Online
advertisement The chapter revolves
around the various relevant literatures screened to formulate the
subject matter of the proposed study
Methodology
For the purpose of literature survey, a sample survey was adopted
through the Structured Questionnaire, and information was gathered
by those who had conducted study, The information was also searched
in libraries in various reports, journals and internet sites were also
scanned for the authenticities of the subject matter.
METHODOLOGY
DEFINITION OF RESEARCH DESIGN:
It is a basic plan, which guides the data collection and analysis
phases of the project. It is a frame work, which specifies the type of
information to be collected, the resources of data collection procedure.
- Thomas Kinnear
Research design is the strategy for a study and the plan by which the
strategy is to be carried out. It specifies the methods and procedures for the
collection, measurement and analysis of data. Unfortunately, there is no
simple classification of research designs that covers the variation found in
practice.
Sampling Method
The sampling procedure used was convenience and judgment
sampling, as in questionnaire were administered at places like the residents,
cyber center, Office and colleges in Delhi NCR.
was structured and non-disguised. It was done in a prearranged order and the
object of the research was revealed to the respondent. The questionnaire
consisted of combination of open ended and close-ended question.
Primary Data
The primary data was generated through extensive use of a structured
questionnaire, which had both the open end and close-ended questions. They
were conducted in Delhi NCR and the data collected was used for the
purpose of analysis and interpretation.
Secondary Data
The second data was collected from the following sources:
Books
Magazines
Website
Journals
Sample Size
A total of hundred respondents were interviewed during the survey,
The input from these respondents which was collected in Delhi NCR
formed the primary data for the study.
DATA PROCESSING
Collected data was Analyzed and tabulated with the help of MS Excel
and then they have been presented in the tables and Graphs in this report.
These are the basis for drawing the appropriate conclusion for this project.
Areas Covered
BTM Layout
Koramangala
INDUSTRY PROFILE
"Advertising is the ability to sense, interpret . . . to put the very
heart throbs of a business into type, paper and ink."
- Leo Burnett
revisit and spend time on the website, advertisers must fulfill real
customer needs on a continuous basis. This requires clear objectives
and targeting. Informative quality content, advertisement with interesting
entertainment or direct sales possibilities can add value to the customer.
They may be new concepts right now but will be most essential part
of business world in near future. In fact, the future we are talking about is
already here! And to survive in this cutthroat competition, sooner your
organization enters cyber world, better - because in cyber world, it's always a
one-way traffic, no looking back but just zooming ahead - at lightning speed!
PRODUCT PROFILE
Some of the important products offered by Web Advertising are listed
below:
like Yahoo, AOL etc so as to get an opportunity To See (OTS). They can be
placed at the top or bottom of a page. Or anywhere you like them to be.
Interstitial
Another model of Web advertising - A short-lived, usually animated ad that
pops up in the browser window for about 5-10 seconds while a page is
downloading and then disappears.
Inline Advertisements
Inline ads provide a way for sponsors to generate leads or deliver rich brand
building messages. Similar to print adversarial, inline ads integrate within site
content, ensuring that a site visitor will see them for sure. Example: When you
search using Metacrawler and get results, you will see such inline ad inbetween
search results.
Pop-Up Windows
A pop-up window delivers the advertisement in a new window on top of the
site content. When you visit Homepages on Tripod.com or Geocities.com
(Advertisement supported free homepage sites), a secondary window
Website sponsorships
Here, the entire Website is sponsored by an advertiser. These sites are
usually content or service based and has a very high traffic because of their
utility value.
Classifieds
Similar to classifieds in the real world, advertisers in Cyberspace can pay for
their advertisements to be listed in online classifieds. From products and
services to headhunting and matrimonial, any subject is covered.
Ads on Chat
Chat is a service available on the net for two or more people to converse with
one another through their keyboards. Companies that offer these chat
services for free, earn their revenue from advertisements that are displayed to
everyone using these chat services.
So, Web marketing and e-Business, both are new concept of doing the
business and are inter-combined and are irreplaceable part of the cyber
world.
following
The Advertiser should also consider the type and number of pages of
their site that visitors look at during a single visit. Are more pages better?
When visitors first arrive and are investigating the depth and breadth of the
offerings, more pages is good. But if they are trying to solve a problem by
slogging through the quagmire of your section of "frequently asked questions"
pages that are intertwined like the roots of swamp trees, more is definitely not
merrier.
looking for and if they had trouble finding it. The trick is to look for patterns.
The researcher, the comparison shopper and the buyer all have their
own traffic patterns, and its up to you to serve them according to their needs.
If people are always clicking from the product page to the warranty page and
back, its good stewardship to put the pertinent information on the product
page and save them a click. Watch where they go and then do what you can
apparently mean simple interacting with a rich media ad, but actually clicking
on it so that the visitor is headed toward the advertisers destination. (It also
does not mean that the visitor actually waits to fully arrive at the destination,
but just that the visitor started going there).
Click streams - The electronic path a user takes while navigating from
site to site, and within site, from page to page.
CPA - Cost Per Action. The price paid by an advertiser for each
'action' that a content site delivers. 'Action' may be a sale, a lead, a
successful form fill-out, a download of a software program or an e-commerce
sale of a product. Both the action, price and terms of a CPA purchase are
mutually agreed upon by the advertiser and content site and such a purchase
typically involves a back end tracking system provided by the advertiser that
allows the content site to view clicks and actions every 24 hours if they
choose to do so.
CPC - Cost Per Click. The price paid by an advertiser to a content site.
When buying on a Cost Per Click model, the advertiser and content site have
mutually agreed that the content site will continue to display the advertisers
ad creative until X number of clicks have been delivered - the amount
purchased. As with other forms of online advertising, s dependent on content,
banner gets.
A unique visitors count tells you how many different people there are in your
audience during the time period, but not how much they used the site during
the period.
of users choose to turn the graphics off (not display the images) in their
browser.
Visit - A visit is a Web user with a unique address entering a Web site at
some page for the first time that day (or for the first time in a lesser time
period). The number of visits is roughly equivalent to the number of different
people that visit a site. This term is ambiguous unless the user defines it,
since it could mean a user session or it could mean a unique visitor that day.
HYPOTHESIS
Testing of hypothesis
Techniques of hypothesis testing are used if we have an idea about
the value of the parameter in question. The modern theory of probability plays
a vital role in decision making and the branch of statistics with helps in
arriving at the criteria for such decision is known as testing of hypothesis.
Chi-square Test
Chi-square test statistically determines significance in the analysis of
frequency distribution. The logic involved in the chi-square test is that of
comparing the observed frequencies and the expected frequencies. It is
called a non-parametric test because it is based wholly on sample
observations and does not require any value corresponding to a population
parameter it is defined as Chi-square test
Null Hypothesis: H0
It asserts that there is a significant influence of features of Online
Advertisement on the effectiveness of online Advertisement.
Alternative Hypothesis: H1
There is no significant influence of features of online Advertisement on
the Effectiveness of online Advertisement.
Significance Level:
The critical probability in choosing between the null and alternative
hypothesis. The exact level of significance is largely determined by how much
risk one variable is willing to take and its effect on the other variable.
Degree of Freedom:
It refers to the number of observations that can be varied without
changing the constraints or assumptions associated with a numerical system.
TABLE 6.1
Creativity
Attractiveness
Information
Accessibility
Total
yahoo
16
13
24
19
72
Rediff
Sify
MSN
Total
3
2
5
2
12
1
4
3
2
10
3
1
2
0
6
23
20
34
23
100