Effect of Web Advertising Visual Design on Online Purchase Intention:

An examination across Genders

Chapter 1: Introduction

Background

The early examples for existence of advertising were found in the ruins of Pompeii. Even the
prehistoric cave paintings were a form of advertising but the author assures that the advertising
has been around form long time back as long as there were the goods to sell and medium to talk.
However, the advertising took a leap of faith with the introduction of printing press (Dittrick,
1945). The use of picture in print advertisements is not a recent phenomenon. Advertisers had
been using more than 75 percent of print advertisement covered with image to communicate the
product and services (Edell & Staelin, 1983). With the development of technology, the way of
advertising the product and services also changed. According to Hollis (Hollis, 2005), the use of
web advertisement began in 1994, when the first advertisement was displayed on Hotwired.com
by AT&T and from then the internet has become one of the important medium to advertise the
product and services. According to the recent internet advertising bureau revenue report (IAB,
2017) , the companies have surpassed $72,521 million revenue through internet advertisement in
2016 and has expected a growth of 16% in 2017. Advertising

Statement of the problem

Research question
Objective of the study
Significance of the study
Identification of dependent and independent variables
Hypothesis
Limitations

1
 Chapter 2: Review of Literature

Chapter 3: Research Methods

Research design
Participants and sampling
Data collection
Data analysis and interpretation

Chapter 4: Research Plan

Dittrick, H. (1945). History in advertising. Anesthesia & analgesia, 24(4), 176.

Edell, J. A., & Staelin, R. (1983). The information processing of pictures in print advertisements. Journal
of consumer research, 10(1), 45-61.
Hollis, N. (2005). Ten years of learning on how online advertising builds brands. Journal of advertising
research, 45(2), 255-268.
IAB.(2017).InternetAdvertisingRevenue. Retrived from https://www.iab.com/wp-
content/uploads/2017/12/IAB-Internet-Ad-Revenue-Report-Half-Year-2017-REPORT.pdf].