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    Statement of The Problem

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    ashwin
    The document discusses definitions of advertising from various authors. Longman (2000) defines advertising as telling people publicly about a product to persuade them to buy it. Alonge (2001) defines advertising as any paid non-personal communication directed at consumers through media to promote products, services, and ideas. Gillian (1982) views it as drawing attention to something or notifying people. Tuflinger (1996) says advertising is usually paid, non-personal communication about products, services or ideas by an identified sponsor through media. Young (2005) discusses how advertisers create branding moments to resonate with target markets and motivate purchases. Newhaven and Rafaeli (1996) define interactivity as communication that responds to the past.

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    Statement of The Problem

    Uploaded by

    ashwin
    2K views3 pages
    The document discusses definitions of advertising from various authors. Longman (2000) defines advertising as telling people publicly about a product to persuade them to buy it. Alonge (2001) defines advertising as any paid non-personal communication directed at consumers through media to promote products, services, and ideas. Gillian (1982) views it as drawing attention to something or notifying people. Tuflinger (1996) says advertising is usually paid, non-personal communication about products, services or ideas by an identified sponsor through media. Young (2005) discusses how advertisers create branding moments to resonate with target markets and motivate purchases. Newhaven and Rafaeli (1996) define interactivity as communication that responds to the past.

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    Statement of the Problem

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    The document discusses definitions of advertising from various authors. Longman (2000) defines advertising as telling people publicly about a product to persuade them to buy it. Alonge (2001) defines advertising as any paid non-personal communication directed at consumers through media to promote products, services, and ideas. Gillian (1982) views it as drawing attention to something or notifying people. Tuflinger (1996) says advertising is usually paid, non-personal communication about products, services or ideas by an identified sponsor through media. Young (2005) discusses how advertisers create branding moments to resonate with target markets and motivate purchases. Newhaven and Rafaeli (1996) define interactivity as communication that responds to the past.

    Copyright:

    © All Rights Reserved
    2K views3 pages

    Statement of The Problem

    Uploaded by

    ashwin
    The document discusses definitions of advertising from various authors. Longman (2000) defines advertising as telling people publicly about a product to persuade them to buy it. Alonge (2001) defines advertising as any paid non-personal communication directed at consumers through media to promote products, services, and ideas. Gillian (1982) views it as drawing attention to something or notifying people. Tuflinger (1996) says advertising is usually paid, non-personal communication about products, services or ideas by an identified sponsor through media. Young (2005) discusses how advertisers create branding moments to resonate with target markets and motivate purchases. Newhaven and Rafaeli (1996) define interactivity as communication that responds to the past.

    Copyright:

    © All Rights Reserved
    of 3

    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

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