Longman (2000) says “advertising is an act of telling people publicly about a product or

service in order to persuade them to buy it.

Alonge (2001) feels that advertising can be defined as any paid form of non- personal
communication which is directed to the consumers or target audiences through various media
in order to prevent and promote product, services and idea.

Gillian (1982) views it as “means of drawing someone’s attention to something or notifying

or informing somebody of something”.

Tuflinger (1996) says “advertising is the non-personal communication of information usually

paid for and usually persuasive in nature, about product, services or ideas by an identified
sponsor through the various media. So much for academic double talk. Let’s take this
statement apart and see what it means.

Young (2005) stated that in an effort to improve managing and gain audience attention,
advertisers create branding moment that will resonate with target markets, and motivate
audiences to purchase the advertised product or service, advertisers copy test their
advertisement before releasing them to the public

Newhaven and Rafaeli (1996) define interactivity as “a communication that reflects back on
itself, feeds on, and responds to the past”. Therefore, in the authors‟ research, interactivity is
defined as the communication between consumers and advertisers, for example, advertiser
affect consumer’s habit and behaviours, while consumer also affect advertiser’s management.

Richards and Curran (2002) “Advertising is a paid, mediated form of communication from
an identifiable source, designed to persuade the receiver to take some action now or in the
future.”

STATEMENT OF THE PROBLEM:

Is Online advertising effective in influencing the potential Buyers?

Internet is one of the important mediums that own all kinds of features, which implies a great
potential and powerful advertising medium in the future.
In addition, Internet has a better impact than traditional media in the features
like Format Variety, Affinity, and Preservability. Furthermore, Internet is the only medium so
far which owns the feature of interactivity. That creates lots of new communication
opportunities and possibilities that were unable to be achieved in the past because of the
limitation of media technologies. In spite of these whether the online advertisement is effective
in influencing the Potential Buyers in modern era
OBJECTIVE OF THE STUDY:

To ascertain the importance of online advertising as a promotional tool.

To assess the effectiveness of online advertising on purchasing behaviour.

To ascertain which type of online advertising is preferred by consumers.

To know the most effective media of advertisement.

To explore the difference between online advertising and traditional form of advertising.

To find out the reasons for preferring online advertisement.

To offer valuable suggestions based on the findings of the study

Questionnaire Effectiveness of Online Advertisement

NAME :

Gender : Male Female El

1. AGE GROUP Below 20 I: 20-25 [:1 25-30 E'_. Above 30 CL: 2. Occupation Student [:3
Self Employed [:1 Employee :3 Others CI]

3. Do you Own a computer Yes I: No [:1 4. Do you Surf the net Yes C: No l: 5. How many
hours do you Spend on Browsing < lhr [:l lhr [:3 >lhr El 6. Are you aware of Online
Advertisement Yes [3 No l:

7. Do you check the online Ads while browsing Yes [:1 No :1

#

Advertisements:

Longman (2000) says “advertising is an act of telling people publicly about a product or
service in order to persuade them to buy it.

Alonge(2001) feels that advertising can be defined as any paid form of non- personal
communication which is directed to the consumers or target audiences through various media
in order to prevent and promote product, services and idea.

Gillian (1982) views it as “means of drawing someone’s attention to something or notifying

or informing somebody of something”.

Tuflinger (1996) says “advertising is the non-personal communication of information usually

paid for and usually persuasive in nature, about product, services or ideas by an identified
sponsor through the various media. So much for academic double talk. Let’s take this
statement apart and see what it means.
Young (2005) stated that in an effort to improve managing and gain audience attention,
advertisers create branding moment that will resonate with target markets, and motivate
audiences to purchase the advertised product or service, advertisers copy test their
advertisement before releasing them to the public

Newhaven and Rafaeli (1996) define interactivity as “a communication that reflects back on
itself, feeds on, and responds to the past”. Therefore, in the authors‟ research, interactivity is
defined as the communication between consumers and advertisers, for example, advertiser
affect consumer’s habit and behaviours, while consumer also affect advertiser’s management.

Richards and Curran (2002) “Advertising is a paid, mediated form of communication from an
identifiable source, designed to persuade the receiver to take some action now or in the future.”

A STUDY ON CONSUMER EVALUATIONOF ONLINE ADVERTISEMENT

“A STUDY ON CONSUMER EVALUATION OF ONLINE ADVERTISEMENT