A RESEARCH PROJECT ON ONLINE ADVERTISING EFFECTIVENESS

SUBMITTED TO Partial Fulfillment f t!e Re"uirement f r t!e #e$ree Of Ma%ter in Bu%ine%% A#mini%trati n &'())*'()+,

Su-mitte# T . MR0 SUSIL 1UMAR Le2t0 MBA De3t0

Su-mitte# B/. 1ULDIP SINGH MBA 4t! SEM R ll N 0*

MODERN INSTITUTE OF ENGINEERINGANDTECHNOLOGY Mohri (KURUKSHETRA)

CERTIFICATE Certified that the research project ONLINE ADVERTISING EFFECTIVENESS Done by KULDIP SINGH durin the period of his study under !y uidance" and that the research project has not pre#ious$y the basis for the a%ard of any de ree" dip$o!a" associate ship " fe$$o%ship or si!i$ar this tit$es and that it is independent %or& done by his' It !ay beset for e#a$uation' Date P$ace (r' SUSIL KU()*

DECLARATION I hose by dec$are that the dissertation *ecruit!ent sub!itted for the D,G*,, -. /USIN,SS )D(INIS0*)0I-N is !y ori ina$ %or& and the dissertation has not for!ed the basis for the a%ard of any de ree" dip$o!a" associate ship " fe$$o%ship or si!i$ar others tit$es It has not been sub!itted to any other Uni#ersity or Institution for the a%ard or de ree or dip$o!a '

Date P$ace

Na!e1 KULDIP SINGH *o$$ no1

AC1NO5LEDGEMENT Inspiration 3 Perse#erance a$%ays p$ayed a &ey ro$e in the success of any #enture' )t the $e#e$ of practice" it is often difficu$t to et &no%$ed e %ithout Guidance' Project is $i&e a brid e bet%een theoretica$ 3 practica$' 4ith this %i$$in I joined this project' I %ou$d $i&e to e5press !y ratitude to%ards a$$ those %ho a#e a he$pin hand to !e in preparin this project' I fee$ ob$i ed in ta&in the opportunity to than& (r' SUSIL Ku!ar for i#in !e proper uidance' Last but not the $east I a! than&fu$ to the teachers 3 friends for their &ind support 3 encoura e!ent pro#ided by the! 3 for boostin up !y !ora$e durin this project report' 4ith sincere than&s666666

7KULDIP SINGH8

C-N0,N0S

CONTENTS

C!a3ter n 0

C!a3ter name Dec$aration Certificate )c&no%$ed e!ent Preface ,5ecuti#e su!!ary

C!a3ter )

Introduction ,ffecti#eness )d#ertisin )d#ertisin

C!a3ter ' C!a3ter +

*e#ie% of $iterature *esearch !ethodo$o y -bjecti#es of study *esearch desi n Co$$ection of data Li!itations of study

C!a3ter 4 C!a3ter 6

)na$ysis 3 interpretation .indin s 3 su estion /I/LI-G*)PH;

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C!a3ter 7 )

Introduction

IN0,*-UC0I-N 0- 0H, 0-PIC

0he objecti#es of a$$ business are to !a&es profits and a !erchandisin concern can do that by increasin its sa$es at re!unerati#e prices' 0his is possib$e" if the product is %ide$y po$ished to be audience the fina$ consu!ers" channe$ !e!bers and industria$ users and throu h con#incin ar u!ents it is persuaded to buy it' Pub$icity !a&es a thin or an idea &no%n to peop$e' It is a enera$ ter! indicatin efforts at !ass appea$' )s persona$ sti!u$ation of de!and for a product ser#ice or business unit by p$antin co!!ercia$$y si nificant ne%s about it in a pub$ished !ediu! or obtainin fa#ourab$e presentation of it upon #ideo te$e#ision or sta e that is not paid for by the sponsor' -n the other hand" ad#ertisin denotes a specific atte!pt to popu$ari>e a specific product or ser#ice at a certain cost' It is a !ethod of pub$icity' It a$%ays intentiona$ open$y sponsored by the sponsor and in#o$#es certain cost and hence is paid for' It is a co!!on for! of non? persona$ co!!unication about an or anisation and or its products idea ser#ice etc' that is trans!itted to a tar et audiences throu h a !ass !ediu!' In co!!on par$ance the ter! pub$icity and ad#ertisin are used synony!ous$y'

What is Advertising :
The word advertising is derived from the Latin word viz, "advertero" "ad" meaning towards and "verto" meeting towards and "verto" meaning. "I turn" literally specific thing". Si!p$y stated ad#ertisin is the art @says reen'@ )d#ertisin is a enera$ ter! for and a$$ for!s of pub$icity" fro! the cry of the street boy se$$in ne%spapers to the !ost ce$ebrate attention attracts de#ice' 0he object a$%ays is to brin to pub$ic notice so!e artic$es or ser#ice" to create a de!and to sti!u$ate buyin and in enera$ to brin $o ethe$ the !an %ith so!ethin to se$$ and the !an %ho has !eans or desires to buy@' )d#ertisin has been defined by different e5perts' So!e of the Auoted definition are 1 B

)!erican !ar&etin association has defined ad#ertisin as @any paid for! of non persona$ presentation and pro!otion of ideas" oods or ser#ices by an identified sponsor' 0he !ediu! used are print broad cast and direct' Stanton deser#es that @)d#ertisin consists of a$$ the acti#ities in#o$#ed in presentin to a roup a non? persona$" ora$ or #isua$ open$y" sponsored !essa e re ardin a product" ser#ice" or idea' 0his !essa e ca$$ed an ad#ertise!ent is disse!inated throu h one or !ore !edia and is paid for by the identified sponsor' )d#ertisin is any paid for! of non C persona$ paid of presentation of ideas oods or ser#ices by an identified sponsor' )d#ertisin is a @non? persona$ paid !essa e of co!!ercia$ si nificance about a product" ser#ice or co!pany !ade to a !ar&et by an identified sponsor' In de#e$opin an ad#ertisin pro ra!!e" one !ust a$%ays start by identifyin the !ar&et needs and buyer !oti#es and !ust !a&e fi#e !ajor decisions co!!on$y referred as :( 7!ission" !oney !essa e" !edia and !easure!ent8 of ad#ertisin '

Basic Features of Advertising

-n the basis of #arious definitions it has certain basic features such as 1 1' It is a !ass non?persona$ co!!unication' +' It is a !atter of record' 2' It persuades buyers to purchase the oods ad#ertised' 9' It is a !ass paid co!!unication' :' 0he co!!unication !edia is di#erse such as print 7ne%spapers and !a a>ines8

<' It is a$so ca$$ed printed sa$es!anship because infor!ation is spread by !eans of the %ritten and printed %or& and pictures so that peop$e !ay be induced to act upon it'

Functions of Advertising
.or !any fir!s ad#ertisin is the do!inant e$e!ent of the pro!otiona$ !i5 C

particu$ars for those !anufacturers %ho produce con#enience oods such as deter ent" non C prescription dru s" cos!etics" soft drin&s and rocery products' )d#ertisin is a$so used e5tensi#e$y by !aters of auto!obi$es" ho!e app$iances" etc" to introduce ne% product and ne% product features its uses its attributes" pt a#ai$abi$ity etc'

)d#ertisin can a$so he$p to con#ince potentia$ buyers that a fir!s product or ser#ice is superior to co!petitors product in !a&e in Aua$ity" in price etc' it can create brand i!a e and reduce the $i&e$ihood of brand s%itchin e#en %hen co!petitors $o%er their prices or offer so!e attracti#e incenti#es' )d#ertisin is particu$ar$y effecti#e in certain other spheres too such as 1 i8 4hen consu!er a%areness of products or ser#ice is at a !ini!u!' ii8 4hen sa$es are increasin for a$$ ter!s in an industry' iii8 4hen a product is ne% and incorporates techno$o ica$ ad#ance not stron and' i#8 4hen pri!ary buyin !oti#e e5ists'

It 3erf rman2e t!e f ll 8in$ fun2ti n% .

i8 Pro!otion of sa$es ii8 Introduction of ne% product a%areness' iii8 (ass production faci$itation

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i#8 Carry out research #8 ,ducation of peop$e'

TYPES OF ADVERTISI !
/road$y spea&in " ad#ertisin !ay be c$assified into t%o cate ories #i>'" product and institutiona$ ad#ertisin '

a,Pr #u2t A#9erti%in$

0he !ain purpose of such ad#ertisin is to infor! and sti!u$ate the !ar&et about the ad#ertisers products of ser#ices and to se$$ these' 0hus type of ad#ertisin desirab$e' It is used by business products' Product ad#ertisin usua$$y pro!ote specific" trended products in such a !anner as to !a&e the brands sea! !ore o#ern!ent or ani>ation and pri#ate non?business or ani>ations to pro!ote the uses features" i!a es and benefits of their ser#ices and is sub?di#ided into direct action and indirect action ad#ertisin " Direct action product ad#ertisin %a es the buyer to ta&e action at once" ice he see&s a Auic& response to the ad#ertise!ent %hich !ay be to order the product by !ai$" or !ai$in a coupon" or he !ay pro!pt$y purchase in a retai$ store in response to prince reduction durin c$earance sa$e' Product ad#ertisin is sub?di#ided into direct 3 indirect action ad#ertisin 3 product ad#ertisin ai!s at infor!in persons about %hat a products is %hat it does" ho% it is

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used and %here it can be purchased' -n the other hand se$ecti#e ad#ertisin is !ade to !eet the se$ecti#e de!and for a particu$ar brand or type is product'

-,In%tituti nal A#9erti%in$ .

It is desi ned to create a proper attitude to%ards the se$$ers to bui$d co!pany i!a e or ood%i$$ rather than to se$$ specific product or ser#ice' Its purpose is to create a fra!e of !ind and to i!p$ant fee$in fa#ourab$e to the ad#ertisers co!pany' Its assi n!ent is to !a&e friends for the institution or or ani>ation' It is sub?di#ided into three cate ories 1 patrona e" pub$ic" re$ations and pub$ic ser#ice institutiona$ ad#ertisin ' i8 In patrona e institutiona$ ad#ertisin the !anufacturer te$$s his prospects and custo!er about hi!se$f his po$icies and $i#es personne$' 0he appea$s to the patrona e !oti#ation of buyers' If successfu$" he con#ince buyers that his operation entit$es hi! to the !oney spent by the!' ii8 Pub$ic re$ations institutiona$ ad#ertisin is used to create a fa#ourab$e i!a e of the fir! a!on e!p$oyees" stoc&?ho$ders or the enera$ pub$ic' iii8 Pub$ic ser#ice institutiona$ ad#ertisin %a es pub$ic support'

2,Ot!er T/3e% .
0he other types are as fo$$o%s 1 i8 Consu!er ad#ertisin ii8 Co!parati#e ad#ertisin iii8 *e!inder ad#ertisin i#8 *einforce!ent ad#ertisin

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ADVERTISING OBJECTIVES
0he $on ter! objecti#es of ad#ertisin are broad and enera$" and concern the

contribution ad#ertisin shou$d !a&e to the achie#e!ent of o#era$$ co!pany objecti#es' (ost co!panies re ard ad#ertisin $y !ain objecti#e as hat of pro#in support to persona$ se$$in and other for!s of pro!otion' /ut ad#ertisin is a hi h$y #ersati$e co!!unications too$s and !ay therefore by used for achie#in #arious short and $on ter! objecti#es' )!on these objecti#es are the fo$$o%in 1 1' 0o do the entire se$$in job 7as in !ai$ order !ar&etin 8' +' 0o introduce a ne% product 7by bui$din brand a%areness a!on potentia$ buyers8' 2' 0o force !idd$e!en to hand$e the product 7pu$$ strate y8' 9' 0o bui$d brand preference Dby !a&in substitutes8' :' 0o re!ind users to buy the product 7retenti#e strate y8' <' 0o pub$ici>e so!e chan e in !ar&etin strate y 7e' '" a price chan e" a ne% !ode$ or an i!pro#e!ent in the product8' =' 0o pro#ide rationa$i>ation 7i'e' Socia$$y acceptab$e e5cuses8' B' 0o co!bat or neutra$i>e co!petitors ad#ertisin ' D' 0o i!pro#e the !ora$ of dea$ers andFor sa$es peop$e 7by sho%in that the co!pany is doin its share of pro!otion8' it !ore difficu$t for !idd$e!an to se$$

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1E' 0o acAuaint buyers and prospects %ith the ne% uses of the product 7to e5tend the PLC8'

BENEFITS
0he functions of ad#ertise!ent" and that purpose its ethics" !ay be discussion be$o% 1 1' It $eads to cheaper prices' @No ad#ertiser cou$d $i#e in the hi h$y co!petiti#e arena of !odern business if his !ethods of se$$in %ere !ore cost$y than those of his ri#a$s'@ +' It acAuaints the pub$ic %ith the features of the oods and ad#anta es %hich buyers %i$$ enjoy' 2' It increases de!and for co!!odities and this resu$ts in increased production' )d#ertisin 1 a8 Creates and sti!u$ates de!and opens and e5pands the !ar&etsG b8 Creates ood%i$$ %hich $oads to an increase in sa$es #o$u!eG c8 *educes !ar&etin costs" particu$ar$y product se$$in costs' d8 Satisfied consu!er de!ands by p$acin in the !ar&et %hat he needs' 9' It reduces distribution e5penses in as !uch as it p$ays the part of thousands of sa$es!an at a ho!e' Infor!ation on a !ass sca$e re$ie#es the necessity of e5penditure on sa$es pro!otion staff" and Auic&er and %ider distribution $eads to di!inishin of the distribution costs' :' It ensures the consu!ers better Aua$ity of oods' ) ood na!e is the breath of the $ife to an ad#ertiser' <' /y payin the %ay for $ar e sca$e production and increased industria$i>ation"

ad#ertisin contributes its Auota to the profit of the co!panies the prosperity of

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the shareho$der the up$ifts of the %a e earners and the so$ution of he une!p$oy!ent prob$e!' =' It raises the standard of $i#in of the enera$ pub$ic by i!pe$$in it to use to artic$es of !odern types %hich !ay add to his !ateria$ %e$$ bein ' @(odern ad#ertisin has !ade the $u5uries of yesterday the necessities of today ''''''''''''''''''''' It is a positi#e creati#e force in business' It !a&es t%o b$ades of rass ro% in the business %or$d %here one re% before' B' It estab$ishes the ood%i$$ of the concern for the test artic$es produced by it and in course of ti!e they se$$ $i&e not ca&es consu!er search for satisfaction of their needs %hen they purchase oods %hat they %ant fro! its beauty" superiority" econo!y" co!fort" appro#a$" popu$arity" po%er" safety" con#enience" se5ua$ ratification and so on' 0he !anufactures therefore tries to i!pro#e this ood%i$$ and reputation by &no%in the buyer beha#iour' 0o su! up it !ay be said that ad#ertisin ai!s at co!!ittin the producers" educatin the consu!er" supp$e!entin the sa$es!an con#ertin the producer and the dea$er to e$i!inate the co!petitor" but abo#e a$$ it is a $in& bet%een the produce and the consu!er'

5H: ; 5HEN TO ADVERTISE

)d#ertisin as a too$ to !ar&etin not on$y reaches those %ho buy " but a$so those %hose opinions or authority is counted for e5a!p$e a !anufacturer of !arb$e ti$es and bui$din boards ad#ertises not on$y to peop$e %ho intend to bui$d houses but a$so to architect and en ineers' 4hi$e the !anufacturers of phar!aceutica$s products ad#ertise to doctors as %e$$ as to the enera$ pub$ic' )t ti!e it is necessary for a !anufacturer or a concern to ad#ertise thin s %hich it does not se$$ but %hich %hen so$d sti!u$ates the

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sa$es of its o%n product' 0here are concerns $i&e e$ectric heaters" iron etc' because the use of these increases the de!and for their products' )d#ertisin shou$d be used on$y %hen it pro!ises to brin ood resu$t !ore

econo!ica$$y and efficient$y as co!pared to other !eans of se$$in ' 0here are oods for %hich !uch ti!e and efforts are reAuired in creatin a de!and by sendin sa$es!an to prospecti#e buyers than by si!p$y ad#ertisin the!' In the ear$y days of the cash re ister in )!erica it %as so$d by specia$$y trained sa$es!an %ho ca$$ed on the prospecti#e users and had the difficu$t tas& of con#incin the! that they cou$d no $on er carry on %ith the o$d !ethods" and that they ur ent$y needed a cash re ister' In our country certain pub$ishers ha#e found it $ess cost$y to se$$ their boo&s by sendin sa$es!an fro! house to house a!on prospecti#e buyers than to ad#ertise the!' In these t%o e5a!p$es the cost of creatin de!and %ou$d be too hi h if atte!pted by ad#ertisin a$one under such circu!stances ad#ertisin is used to !a&e the sa$es!an acceptab$e to the peop$e they ca$$ upon to increase the confidence of the pub$ic in the house' Natura$s %hen there are ood profits co!petitors %i$$ be attracted and they shou$d be &ic&ed out as and %hen sufficient capita$ is a#ai$ab$e by ad#ertisin on a $ar e sca$e' I!!ediate resu$t !ay not justify the increased e5penditure but it %i$$ no doubt secure future sa$es'

DESIGNING ADVERTISING CAMPAIGN .

)n ad#ertisin is an or ani>ed series of ad#ertisin !essa es' It has been defined as @a p$anned" co?ordinate series of pro!otiona$ efforts bui$t around a centra$ the!e and desi ned to reach a specified oa$s'@ In other %ords" it is an order$y p$anned effort consistin of re$ated but se$f C contained and independent ad#ertise!ents' 0he ca!pai n !ay appear in one !ore !edia ' it has sin $e the!e or &eynote idea and a sin $e objecti#e or oa$' 0hus" @a unified the!e of content pro#ides psycho$o ica$ continuity throu hout the ca!pai n %hi$e #isua$ and ora$ si!i$arity pro#ide physica$ continuity' In short run" a$$ ca!pai n %ant pre?deter!ined psycho$o ica$ reaction in the $on run" practica$$y a$$ ca!pai ns ha#e sa$es oa$'

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0he series of ad#ertise!ents used in the ca!pai n !ust be inte rated %ith the sa$es pro!otiona$ efforts and %ith the acti#ities of the sa$es force' Ca!pai n #ary in $en th so!e !ay run on$y for a fe% days" other for %ee&s" yet other for a season or the entire year' Usua$$y a ran e of 2 to < !onths inc$udes !any ca!pai ns' (any factors inf$uences ca!pai n $en th such as co!petitors ad#ertisin !edia" po$icies" seasona$ fa$$s cur#es of the product in#o$#ed" the si>e of the ad#ertisin funds" ca!pai n objecti#es and the nature of the ad#ertisers !ar&etin pro ra!!e'

OBJECTIVES OF CAMPAIGN
0he ad#ertisin ca!pai n" especia$$y those connected %ith the consu!ers ai!s at achie#in these objecti#es 1 i8 0o announce a ne% product or i!pro#e product' ii8 0o ho$d consu!ers patrona e a ainst intensified ca!pai n use' iii8 0o infor! consu!ers about a ne% product use' i#8 0o teach consu!ers ho% to use product' #8 0o pro!ote a contest or a pre!iu! offer' #i8 0o estab$ish a ne% trade re iona$" and #ii8 0o he$p so$#e a coca re iona$ prob$e!'

0he institutiona$ ad#ertisin ca!pai n on the other hand " ha#e these objecti#es' i8 0o create a corporate persona$ity or i!a e' ii8 0o bui$d a co!pany presti e'

iii8 0o &eep the co!pany na!e before the pub$ic'

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i#8 0o e!phasi>e co!pany ser#ices and faci$ities' #8 0o enab$e co!pany sa$es!an to see top e5ecuti#e consistent$y %hen !a&in sa$es ca$$s" and #i8 0o increase friend$iness and ood%i$$ to%ards the co!pany'
De#e$opin the ca!pai n pro ra!!es' 0he ad#ertisin ca!pai ns are prepared by the ad#ertisin a encies" %hich %or& an beha$f of their c$ients %ho !anufacture product or ser#ice enterprises" %hich ha#e ser#ices to se$$' 0he %ord ca!pai n is used because ad#ertisin a encies approach their tas& %ith a su! /$anca of !i$itary fanfare in %hich one freAuent$y hears %ords $i&e tar et audience $o istics" >ero in and tactics and strate y etc' 0he account e5ecuti#e co?ordinates the %or& in a ca!pai n' 0he creation of an ad#ertisin ca!pai n starts %ith an e5p$oration of consu!ers habits and psycho$o y in re$ation to the product' 0his reAuires the ser#ices of statistica$ trained in sur#ey techniAues and of others trained in socia$ psycho$o y' Statisticians se$ect sa!p$es for sur#ey %hich are done by trained inter#ie%ers %ho #isits indi#idua$s" inc$uded in the sa!p$e and as& Auestion to find out about their taste and habits' 0his enAuiry often $eads to a chan e in a fa!i$iar product' .or instance bathin soap !ay co!e in se#era$ ne% co$ours or ci arette in a ne% pac&et or ta$cu! po%der in another si>e' Such inter#ie%s are often Auite essentia$ to find out the appea$ of ad#ertisin !essa e for a product that %ou$d be !ost effecti#e %ith consu!ers' Da#id - i$#y describes a consu!ers sur#ey to find out the !ost !eanin fu$ benefit in %hich %o!en are interested %hen they buy a face crea!' 0he $ar est preference as i#en to @C$eans deep into pores@ fo$$o%ed in order of i!portance by pre#ent dryness" @is a co!p$ete beauty treat!ent" reco!!ended by s&in doctors@ !a&es s&in $oo& youn erH contains estro enic hor!ones" pasteuri>ed for purity" pre#ent s&in

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for! a in " s!ooth our %rin&$es o i$#y conc$udes" for! this #otin co!e one of He$ena *ubinsteinHs !ost successfu$ face crea!s' 4e christened it deep c$eanser" thus" bui$din the %innin for! into na!e of the product' )fter ettin the data the account e5ecuti#e puts to ether the essentia$ e$e!ents of his c$ients brief" interprets the research findin s and dra%s up %hat he ca$$s the @ad#ertisin strate y@'

STAGE IN ADVERTISING CAMPAIGN

Se#era$ steps are reAuired to de#e$oped an ad#ertisin ca!pai n the nu!ber of sta es and e5act order in %hich they are carried out !ay #ary accordin to an or anisations resources" the nature of its product and the types of audiences to be reached' 0he !ajor sta esFstep are 1 1' Identifyin and ana$y>in the ad#ertisin ' +' Definin ad#ertisin objects' 2' Creatin the ad#ertisin p$atfor!' 9' Deter!inin the ad#ertisin appropriation' :' Se$ection !edia p$an' <' Creatin the ad#ertisin !essa e' =' ,#a$uatin the effecti#eness of ad#ertisin ' B' -r ani>in of ad#ertisin ca!pai n'

)0 I#entif/in$ ; Anal/<in$ t!e A#9erti%in$ tar$et .

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Under this step it is to decided as to %ho! is the fir! tryin to reach %ith the !essa e' 0he ad#ertisin tar et is the roup of peop$e to%ards %hich ad#ertise!ents are ai!ed at four this purpose co!p$ete infor!ation about the !ar&et tar et i'e' the $ocation and eo raphica$ $ocation of the peop$e" the distribution of a e" inco!e" se5" educationa$ $e#e$" and consu!ers attitudes re ardin purchase and use both of the ad#ertisin product and co!petin products is needed %ith better &no%$ed e of !ar&et tar et" effecti#e ad#ertisin ca!pai n can be de#e$oped on the other hand" if the ad#ertisin tar et is not proper$y identified and ana$y>ed the ca!pai n is does $i&e$y to be effecti#e'

'0 Determinin$ t!e a#9erti%in$ -=e2ti9e% .

0he objecti#es of ad#ertise!ent !ust be specifica$$y and c$ear$y defined in !easurab$e ter!s such as @to co!!unicate specific Aua$ities about a particu$ars product to ain a certain de ree of penetration in a definite audience of a i#en si>e durin a i#en period of ti!e@" increase sa$es by a certain percenta e or increase the fir!s !ar&et shares'@ 0he oa$s of ad#ertisin !ay be to 1 i8 Create a fa#ourab$e co!pany i!a e by acAuaintin the pub$ic %ith the

ser#ices offered a#ai$ab$e to the e!p$oyees and its achie#e!ents' ii8 Create consu!ers or distributor a%areness by encoura in reAuests pro#idin infor!ation about the types of products so$dG pro#idin infor!ation about the benefits to be ained fro! use of the co!panyHs products or ser#icesG and indicatin ho% product 7or ser#ices8 can be usedG

iii8 ,ncoura e i!!ediate sa$es by encoura in potentia$ purchasers throu h

specia$ sa$es contests" ettin reco!!endation of professiona$ peop$e about co!panyHs products etc' i#8 It secures action by the reader throu h associatin ideas" repetition of the sa!e na!e in different conte5ts" i!!ediate action appea$'

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+0Creatin$ t!e A#9erti%in$ 3latf rm .

)n ad#ertisin p$atfor! consists of the basic issues or se$$in points that an ad#ertiser %ishes to inc$ude in the ad#ertisin ca!pai n' ) sin $e ad#ertise!ent in an ad#ertisin ca!pai n !ay contain one or !ore issues in the p$atfor!' ) !otorcyc$e producers ad#ertisin p$atfor! shou$d contain issues %hich are of i!portance to consu!ers fi$$in and such issues a$so be those %hich the co!petiti#e product do not posses'

40 Determinin$ t!e A#9erti%in$ A33r 3riati n.

0he ad#ertisin appropriation is the tota$ a!ount of !oney %hich !ar&eter

a$$ocates' .or ad#ertisin for a specific ti!e period' Deter!inin the ca!pai n bud et in#o$#es esti!atin no% !uch it %i$$ cost to achie#e the ca!pai ns objecti#es' If the ca!pai n objecti#es are profit re$atin and stated Auantitati#e$y" then the a!ount of the ca!pai n bud et is deter!ined by esti!atin the proposed ca!pai ns effecti#eness in attainin the!' If ca!pai ns object is to bui$d a particu$ar type of co!pany i!a e" then there is $itt$e basis for predictin either the ca!pai ns effecti#eness or deter!inin the bud et reAuired'

60Sele2tin$ t!e Me#ia .

(edia se$ection is an i!portant since it costs ti!e space and !oney #arious factors inf$uence this se$ection" the !ost funda!enta$ bein the nature of the tar et !ar&et se !ent" the type of the product and the cost in#o$#ed' 0he distincti#e characteristics of #arious !edia are a$so i!portant' 0herefore !ana e!ent shou$d focus its attention on !edia co!patibi$ity %ith ad#ertisin objecti#es'

"#$ E%ectronic &edia

)d#ertisers use t%o types of !edia to reach tar et consu!ers o#er the air%a#esG radio or 0'I'

+1

&A, Ra#i .
)d#ertisers usin the !ediu! of radio !ay a$so be c$assified as Nationa$ or Loca$ ad#ertisers' 0he radio is a pro!inent #ehic$e of ad#ertisin in our country and accounts for a $ar e su! of the tota$ ad#ertisin bud et' 0he radio ser#es principa$$y $oca$ rather than nationa$ or $ar e re iona$ !ar&ets' (any s!a$$ ad#ertisers use the radio' So do so!e $ar e or ani>ations' 4hen 0'I' beca!e a factor in the ad#ertisin scene" so!e industry obser#ers fe$t that radio ad#ertisin !i ht beco!e insi nificant or e#en disappear' 0his has not been so" for radio operators ha#e responded to the cha$$en e by offerin pro ra!!es that features !usic etc' %hich appea$ to $oca$ audience consu!ers ha#e responded #ery fa#ourab$y to this approach' (oreo#er 0I does not ha#e !uch co#era e in our country'

&B, Tele9i%i n .
T0V0 * A#9erti%in$ Me#ia .Late in India" a ro%in c$ass of ad#ertisin !edia has been the 0I' In our country" co!!ercia$ ad#ertisin on 0I is se#ere$y $i!ited because broadcast ti!in s are on$y in the e#enin s' 0he 0I is a uniAue co!bination ti!in of si ht and sound and achie#es a deeper i!pact than the other !edia do' 0his is particu$ar$y ad#anta eous for ad#ertisers %hose product reAuire de!onstration' 0I ad#ertisin offers ad#anta e of i!pact" !ass co#era e" repetition" f$e5ibi$ity and presti ious' In our country not e#eryone has a 0I setG therefore it does not reach e#eryone' (oreo#er" in rura$ India %here =<'21J of our popu$ation $i#es' 0here are hard$y any 0I sets" e5cept at the co!!unity centres %here e$ectricity is a#ai$ab$e' (oreo#er" 0I pro ra!!es in our country do not offer !uch se$ecti#ity' 0he trans$ation is $i!ited" any centers do not ha#e 0I to%ers' 0I appea$s to both the senses of sound and of si ht ' )s a resu$t is co!bines the t%o to produce hi h?i!pact co!!ercia$s' .ina$$y" the fact that product or ser#ice is pro!oted on 0I !ay bui$d a presti ious i!a e of the product and its sponsor' 0he p$easure deri#ed

++

fro! %atchin 0I is at $east potentia$$y transferab$e to the ad#ertisin !essa e de$i#ered throu h the !ediu!'

&ii, Print &edia

0he print !edia carry their !assa es entire$y throu h the #isua$ !ode' 0hese !edia consist of ne%spapers" !a a>ines and direct !ai$'

&A, e's(a(er :
A si)a*%e share of the tota% advertising *udget is s(ent on advertising in ne's(a(ers+ Ne%spapers in our country #irtua$$y reach !ost of the ho!es in the cities' Since ne%spapers are $oca$" !ar&eters can easi$y use the! to reach particu$ar !ar&ets' 0his se$ecti#ity is easi$y ri orous' So!e are in the t%e$#e?hour ran e' .ro! the #ie%point of the ad#ertiser" ne%spaper offers se#era$ ad#anta e" they are $oca$ in content and appea$ and pro#ide opportunity for direct co!!unication bet%een a product and its $oca$ dea$ers or distributors' /ecause ne%spapers supp$y ne%s" they offer an at!osphere of factua$ infor!ation and of currency that !ay be fa#ourab$e for so!e ad#ertisin situations' )d#ertisers can reach a #ery broad audience throu h ne%spapers %hich offer reat f$e5ibi$ity' 0he ad#ertisers !ay choose the specific area to be co#ered and the ad#ertise!ent can be p$aced in ne%spapers at #ery short notice as co!pared %ith other !edia'

&B, Ma$a<ine% .
(a a>ines are a$so !ean of reachin different !ar&et" both ori ina$ and !atina$ and of enera$ and specific interest' )n or anisation !ay approach nationa$ !ar&ets throu h such pub$ication as /usiness India" .a!ina" Sports%ee&" India 0oday" /usiness 4or$d and .i$!fare' So!e !ar&eters di#ide their !ar&et on the basis of such #ariab$e as a e" educationa$ $e#e$ and interest !a a>ines' (a a>ines are di#ided into those parts that ser#e business" industria$ consu!ers" $adies" sports etc' 0he di#ersity of !a a>ines is tre!endous' So!e offer ne%s or to ether @Genera$ Interest@ content to hu e audience' -thers are hi h$y specia$ised" technica$ or e#en e5otic' In enera$" !a a>ines offer ad#ertiser the opportunity to reach hi h$y se$ecti#e audience' +2

0he pri!ary ad#anta e of !a a>ine ad#ertisin are se$ecti#ity of !ar&et tar etsG Auantity reproduction $on $ifeG the presti e associated %ith so!e !a a>inesG and the e5tra ser#ice offered by !any pub$ications' 0he Aua$ity of !a a>ines reproduction is usua$$y hi h' Consu!ers so!eti!e &eep indi#idua$ copies for $on period of ti!eG reread the! or pass the! on to other' So!e !a a>ines ha#e presti e #a$ue' 0he !ar&eter can co#er nationa$ or $ar e re iona$ !ar&ets at a $o% cost per contract 7per indi#idua$ reached8' (a a>ines enera$$y offer hi h?Aua$ity printin of ad#ertise!ent'

&iii, OUTDOOR AND TRANSIT MEDIA &A, Outdoor Advertising : Out# r A#9erti%in$ .-utdoor ad#ertisin in#o$#es the use of si n and bi$$?boards"
posters or disp$ays 7such as those that appear on a bui$din Ks %a$$8 and e$ectric spectacu$ar 7$ar e" i$$u!inated" so!eti!e ani!ated si n and disp$ay8' 0he !ar&eters !ay purchase bi$$boards on the basis of sho%in s' ) sho%in indicates the percenta e of the tota$ popu$ation of a particu$ar eo raphic area that %i$$ be e5posed to it durin one !onth period' 0he hi hest sho%in is 1EE' Here the nu!ber of bi$$boards is %ou$d attract appro5i!ate$y :EJ of the $oca$ popu$ation about +E ti!es durin a !onth' Sin s are usua$$y s!a$$er than bi$$boards and are erected and !aintained by the !ar&eter rather than by the ad#ertisin !edia' 0his for! of ad#ertisin has the ad#anta e of co!!unication Auic& and si!p$y ideas of repetition and of the abi$ity to pro!ote products that are a#ai$ab$e for sa$es' -utdoor ad#ertisin is particu$ar$y effecti#e in !etropo$itan and other can use this !ediu! to brin the products to the attention of consu!ers or to re!ainin the! of the product" %hi$e they are on shoppin trips or area disposed to%ards shoppin ' )d#ertisers !ay uti$i>e this !ediu! to econo!ica$$y reach a $ar e !ass of peop$e or s!a$$ $oca$ !ar&ets'

&B, Trans(ort Advertising :

0ransport ad#ertisin appears on the inside or outside of ta5is" buses" rai$%ays and other !odes of passen er transportation' (ar&eters !ay use transit ad#ertise!ent to attain hi h e5posure to particu$ar roups consu!ers on theory %ay to and fro! %or& and tourists' +9

*epeat e5posure is possib$e for a !ajority of the peop$e in our country use pub$ic transport basis' 0ransport ad#ertisin is usefu$ in reachin consu!ers at an ad#anta eous point %hich they are e!bar&in on a shoppin trip' 0his !ediu! is a $o% cost !ediu!'

Internet
0oday" Internet is a bi spot for ad#ertisin ' 0he nu!ber of internet users is on a rapid rise %or$d%ide and is used by peop$e of a$$ a e and types' Internet has beco!e a !ajor !ediu! for co!!unication" entertain!ent and is in the process of rep$acin traditiona$ entertain!ent" pro!o products" and infor!ati#e !edias' So!e businesses are findin that handin out a pro!o product such as pens" business cards" and !u s are too cost$y and yie$d $itt$e resu$ts' Li&e%ise" traditiona$ !ar&etin for!s such as te$e#ision" radio" ne%spaper" !a a>ines" etc'" are beco!in a thin of the past' So these are the !edia of the ad#ertisin ca!pai n of the se$ectin of the !edia'

>0Creatin$ t!e A#9erti%in$ Me%%a$e% .

0his is an i!portant sta e of ad#ertisin ca!pai n' 0he contents of the !essa e has to be #ery carefu$$y drafted in the ad#ertise!ent' Characteristics of person in the ad#ertisin tar et inf$uence the !essa e content and for!' )n ad#ertisers !ust use %ords" sy!bo$s and i$$ustration that are !eanin fu$" fa!i$iar and attracti#e to those persons' 0he type of !edia a$so inf$uence the content and for! of the !essa e' ?0E9aluatin$ t!e Effe2ti9ene%% f A#9erti%in$ . 0he effecti#eness of ad#ertisin is !easured for a #ariety of reasons 1 a8 0o deter!ine %hether a ca!pai n acco!p$ished its ad#ertisin objects' b8 0o e#a$uate the re$ati#e effecti#eness of se#era$ ad#ertise!ents to ascertain %hich copy" i$$ustrations or $ayout is best' c8 0o deter!ine the stren ths and %ea&nesses of #arious !edia and !edia p$ans'

+:

In other %ords" !easurin

ad#ertisin

effecti#eness is needed to deter!ine

%hether proposed ad#ertise!ent shou$d be used and if they %i$$ be no% they !i ht be i!pro#edG and %hether oin ca!pai n shou$d be stopped" continued or chan ed' In acco!p$ishin these purposes" pretests and post test are conducted' 0he for!er tests before e5posin tar et consu!ers to ad#ertise!ents and the $etter after consu!ers ha#e been e5posed to ad#ertise!ents and the $etter after consu!ers ha#e been e5posed to ad#ertise!ents' .or an effecti#e ad#ertisin pro ra!!e" the ad#ertisin !ana er reAuires a basic understandin of the !ediu! that is oin to carry it' For effectively using advertising the management must test advertising to know which of the advertisement to know which of the advertisement have proved profitable and why as compared to others.

+<

C!a3ter*'

+=

Literature re9ie8 * '

+B

Online a#9erti%ement
Online a#9erti%in$" a$so &no%n as online advertisement" internet marketing" online marketing or e?!ar&etin " is the !ar&etin and pro!otion of products or ser#ices o#er the Internet' -n$ine ad#ertisin is a for! of pro!otion that uses the Internet and 4or$d 4ide 4eb to de$i#er !ar&etin !essa es to $ar er audience' ,5a!p$es of on$ine ad#ertisin inc$ude conte5tua$ ads on search en ine resu$ts pa es" banner ads" b$o s" rich !edia ads" socia$ net%or& ad#ertisin " interstitia$ ads" on$ine c$assified ad#ertisin " ad#ertisin net%or&s" dyna!ic banner ads" cross?p$atfor! ads and e?!ai$ !ar&etin " inc$udin e?!ai$ spa!' (any of these types of ads are de$i#ered by an ad ser#er' Online a#9erti%in$ is a for! of pro!otion that uses the Internet and 4or$d 4ide 4eb to de$i#er !ar&etin !essa es to attract tar eted custo!ers'

Hi%t r/ f nline a#9erti%in$

-n$ine ad#ertisin be an in 1DD9 %hen Hot4ired so$d the first banner ads to se#era$ ad#ertisers' *e#enue in the United States re% to an esti!ated L='1 bi$$ion in +EE1 or about 2'1 percent of o#era$$ ad#ertisin spendin ' 0he dot?co! bust destroyed or %ea&ened !any of the ear$y on$ine ad#ertisin industry p$ayers and reduced the de!and for on$ine ad#ertisin and re$ated ser#ices' 0he industry re ained !o!entu! by +EE9 as the business !ode$ for 4eb +'EM ca!e to ether' ) nu!ber of businesses e!er ed that faci$itated the buyin and se$$in of ad#ertisin space on %eb pa es' ,ntities that operated %eb porta$s sett$ed on the traditiona$ free?t#M !ode$1 enerate traffic by i#in a%ay the content and se$$ that traffic to ad#ertisers' (ost %eb sites" %ith the e5ception of transaction ones such as e/ay" enerate the preponderance of their re#enues fro! the sa$e of ad#ertisin in#entoryNthe eyeba$$s that #ie% space a$$ocated for pro!otionsNto ad#ertisers' In the first ha$f of +EE= a$one" ad#ertisers in the US spent !ore than L1E bi$$ion ad#ertisin on %ebsites' 0hat %as about 19 percent of a$$ ad#ertisin spendin '

+D

0he portion of ad#ertisin that is done on$ine %i$$ increase si nificant$y o#er ti!e as !ore de#ices such as !obi$e te$ephones and te$e#isions are connected to the Internet and peop$e spend !ore ti!e on these de#ices' 0he #a$uations that the capita$ !ar&ets are p$acin on businesses re$ated to on$ine ad#ertisin are consistent %ith this prediction' Goo $e has had a se#en?fo$d increase in its !ar&et #a$ue fro! )u ust +EE9 %hen it %as #a$ued at L+D bi$$ion to L+1: bi$$ion in Dece!ber +EE=' Durin +EE= se#era$ co!panies in the on$ine ad#ertisin !ar&et %ere purchased at !u$tip$es of 1E?1: ti!es annua$ re#enues' 0he on$ine ad#ertisin industry burst into the pub$ic eye in +EE=' Goo $eKs s&y?roc&etin stoc& price and its forays into industries such as %ord processin soft%are" on$ine pay!ents" and !obi$e te$ephones dre% si nificant attention' (ore than :EE artic$es on Goo $e appeared in the Ne% ;or& 0i!es" 4a$$ St' Oourna$ and the .inancia$ 0i!es durin the year' 0he U'S' .edera$ 0rade Co!!ission and the ,uropean Co!!ission $aunched in?depth antitrust in#esti ations into Goo $eKs acAuisition of Doub$e C$ic&" %hich pro#ides soft%are techno$o y and ser#ices to on$ine ad#ertisers and pub$ishers'P=Q Pri#acy concerns a$so ca!e to the fore in +EE= as consu!ers" o#ern!ent a encies and the !edia started focusin on the !assi#e a!ount of persona$ data that on$ine ad#ertisin co!panies %ere storin and usin ' /usinesses be an to !o#e their ad#ertisin efforts into areas by !a&in %ide use of socia$ !edia fro! +EED' 0he socia$ !edia inc$udes socia$ net%or&in too$s such as .aceboo& " 0%itter" Hi?:" socia$ ne%s too$s such as *eddit" Di Prope$$er" socia$ photo 3 #ideo sharin too$s such as Photobuc&et" .$ic&r" ;ou0ube and socia$ boo&!ar&in too$s such as De$'icio'us" Si!py' -ne of the ad#anta es of socia$ !edia ad#ertisin is proper tar etin of !ar&et throu h the use of the usersK de!o raphic infor!ation pro#ided' 0he disad#anta e is !easurin effecti#ity of socia$ !edia ad#ertisin " %hether or not the nu!ber of R$i&esK" RfriendsK or Rfo$$o%sK cou$d con#ert to actua$ sa$es'

Online a#9erti%ement
0he internet has beco!e an on oin e!er in source that tends to e5pand !ore and !ore' 0he ro%th of this particu$ar !ediu! attracts the attention of ad#ertisers as a !ore producti#e source to brin in consu!ers'

2E

) c$ear ad#anta e consu!ers ha#e %ith on$ine ad#ertise!ent is the contro$ they ha#e o#er the product" choosin %hether to chec& it out or not' -n$ine ad#ertise!ents !ay a$so offer #arious for!s of ani!ation' In its !ost co!!on use" the ter! @on$ine ad#ertisin @ co!prises a$$ sorts of banner" e?!ai$" in? a!e" and &ey%ord ad#ertisin " inc$udin on p$atfor!s such as .aceboo&" 0%itter" and (ySpace' 4eb?re$ated ad#ertisin has a #ariety of %ays to pub$ici>e and reach a niche audience to focus its attention to a specific roup' *esearch has pro#en that on$ine ad#ertisin has i#en resu$ts and is a ro%in business re#enue'.or the year +E1+" Oupiter *esearch predicted L29': bi$$ion in US on$ine ad#ertisin spendin '

T/3e% f Internet mar@etin$

Internet !ar&etin is broad$y di#ided in to the fo$$o%in types1

Disp$ay ad#ertisin 1 the use of %eb banners or banner ads p$aced on a third?party %ebsite or b$o to dri#e traffic to a co!panyHs o%n %ebsite and increase product a%areness' Search en ine !ar&etin 7S,(81 a for! of !ar&etin that see&s to pro!ote %ebsites by increasin their #isibi$ity in search en ine resu$t pa es 7S,*Ps8 throu h the use of either paid p$ace!ent" conte5tua$ ad#ertisin " and paid inc$usion" or throu h the use of free search en ine opti!i>ation techniAues a$so &no%n as or anic resu$t'

Search en ine opti!i>ation 7S,-81 the process of i!pro#in the #isibi$ity of a %ebsite or a %eb pa e in search en ines #ia the @natura$@ or un?paid 7@or anic@ or @a$ orith!ic@8 search resu$ts'

Socia$ !edia !ar&etin 1 the process of ainin traffic or attention throu h socia$ !edia %ebsites such as .aceboo&" 0%itter and Lin&edIn' ,!ai$ !ar&etin 1 direct$y !ar&etin a co!!ercia$ !essa e to a roup of peop$e usin e$ectronic !ai$' *eferra$ !ar&etin 1 a !ethod of pro!otin products or ser#ices to ne% custo!ers throu h referra$s" usua$$y %ord of !outh' )ffi$iate !ar&etin 1 a !ar&etin practice in %hich a business re%ards one or !ore affi$iates for each #isitor or custo!er brou ht about by the affi$iateHs o%n !ar&etin efforts' 21

Content !ar&etin 1 the process of creatin specia$i>ed content such as info raphics" b$o artic$es and eboo&s to attract !ore custo!ers' Inbound !ar&etin 1 in#o$#es creatin and free$y sharin infor!ati#e content as a !eans of con#ertin prospects into custo!ers and custo!ers into repeat buyers' Iideo !ar&etin 1 0his type of !ar&etin specia$i>es in creatin #ideos that en a e the #ie%er into a buyin state by presentin infor!ation in #ideo for! and uidin the! to a product or ser#ice' -n$ine #ideo is increasin $y beco!in !ore popu$ar a!on internet users and co!panies are seein it as a #iab$e !ethod of attractin custo!ers' Bu%ine%% m #el% Online a#9erti%ement a% Di$ital Pr m ti n% f r Tele9i%i n

-n$ine ad#ertise!ent can a$so be c$assified as igital !romotions' Di ita$ pro!otion in connection to the te$e#ision industry is %hen net%or&s use authentic di ita$ resources to pro!ote their ne% sho%s in a ro%in #ast ran e of #enues' 0e$e#ision net%or&s de#e$op!ent of di ita$ off air pro!otiona$ strate ies a$$o%ed di ita$ pro!otion to re!ain si nificant to the ad#ertise!ent ad#ance!ent in the te$e#ision' ,5a!p$es of te$e#ision on$ine di ita$ pro!otions1 0he Sci .i net%or& for $oaded a specia$ recap episode of "attlestar #alactica onto (icrosoftKs Sbo5 on$ine a!in ser#iceG this a#e the audience additiona$ opportunities to sa!p$e content if they !ay or !ay not be fa!i$iar %ith the sho%')nother e5a!p$e of di ita$ pro!otion in te$e#ision is %hen net%or& C/S incorporated ne% di ita$ techno$o ies of "luetooth$enabled !obi$e de#ices that %ere ab$e to do%n$oad a thirty? second c$ip of a ne% sho% on their de#icesG consu!ers standin in ran e of a bi$$board donKt need an internet $in& to do%n$oad the sho%Ks content' 0hese non$linear viewing opportunities pro#ided as a #a$uab$e too$ for ainin audiencesG and to encoura e the! to intersect %ith the $inear audience'

2+

A33r a2!e%
One*t * ne a33r a2!e% In a one?to?one approach" !ar&eters tar et a user bro%sin the Internet a$one and so that the !ar&etersH !essa es reach the user persona$$y' 0his approach is used in search !ar&etin " for %hich the ad#ertise!ents are based on search en ine &ey%ords entered by the users' 0his approach usua$$y %or&s under the pay per c$ic& 7PPC8 !ethod' A33eal t %3e2ifi2 intere%t% 4hen appea$in to specific interests" !ar&eters p$ace an e!phasis on appea$in to a specific beha#ior or interest" rather than reachin out to a broad$y defined de!o raphic' 0hese !ar&eters typica$$y se !ent their !ar&ets accordin to a e roup" ender" eo raphy" and other enera$ factors' )ppea$in to specific users can be achie#ed throu h beha#iora$ tar etin %hich refers to the use of beha#iora$ patterns and puttin up the re$e#ant content suitab$e to the #ie%erHs interest obtained fro! the user throu h coo&ies and other too$s and conte5tua$ ad#ertisin %hich refers to the pub$ishin of ad#ertise!ents and ads based on the conte5t the user in' .or e5a!p$e if the user is searchin for coffee" the search en ine pub$ishes ads re$ated to coffee' Ni2!e mar@etin$ In con#entiona$ niche !ar&etin " c$usters of consu!ers 7the niche8 are identified in order to !ore econo!ica$$y and efficient$y tar et the!' Si!i$ar$y" niche internet !ar&etin atte!pts to create a !ore direct ad#ertisin !essa e for those %ho are seen as !ost $i&e$y to buy the product bein ad#ertised ' Niche internet !ar&etin focuses on !ar&etin products and ser#ices %hich are" or can appear" tai$or?!ade for a specific subset of consu!ers %ho are e5pected to buy the product or ser#ice %ith a specific !oti#ation' 0he on$ine ad#ertisin !essa e 7or product %eb site8 can then be si!i$ar$y tai$or?!ade to tar et that assu!ed !oti#ation' In co!bination %ith search en ine

22

opti!i>ation" the niche internet !ar&eter can atte!pt to increase the $i&e$ihood that their productHs ad#ertise!ent 7or site8 %i$$ be seen by custo!ers in the re$e#ant niche' Ge *tar$etin$ In Internet !ar&etin " eo tar etin is the !ethods of deter!inin the eo $ocation of a %ebsite #isitor %ith eo $ocation soft%are" and de$i#erin different content to that #isitor based on his or her $ocation" such as $atitude and $on itude" country" re ion or state" city" !etro code or >ip code" or ani>ation" Internet Protoco$ 7IP8 address" ISP" and other criteria in %hich ad#ertisers choose to tar et their banner ads'

T/3e%
0hou h" as seen abo#e" the $ar e !ajority of on$ine ad#ertisin has a cost that is brou ht about by usa e or interaction of an ad" there are a fe% other !ethods of ad#ertisin on$ine that on$y reAuire a one ti!e pay!ent' 0he (i$$ion Do$$ar Ho!epa e is a #ery successfu$ e5a!p$e of this' Iisitors %ere ab$e to pay L1 per pi5e$ of ad#ertisin space and their ad#ert %ou$d re!ain on the ho!epa e for as $on as the %ebsite e5ists %ith no e5tra costs'

Fl atin$ a#. )n ad %hich !o#es across the userHs screen or f$oats abo#e the content' EA3an#in$ a#. )n ad %hich chan es si>e and %hich !ay a$ter the contents of the %ebpa e' P lite a#. ) !ethod by %hich a $ar e ad %i$$ be do%n$oaded in s!a$$er pieces to !ini!i>e the disruption of the content bein #ie%ed 5all3a3er a#. )n ad %hich chan es the bac& round of the pa e bein #ie%ed' Tri2@ -anner. ) banner ad that $oo&s $i&e a dia$o bo5 %ith buttons' It si!u$ates an error !essa e or an a$ert' P 3*u3. ) ne% %indo% %hich opens in front of the current one" disp$ayin an ad#ertise!ent" or entire %ebpa e' P 3*un#er. Si!i$ar to a Pop?Up e5cept that the %indo% is $oaded or sent behind the current %indo% so that the user does not see it unti$ they c$ose one or !ore acti#e %indo%s'

29

Vi#e a#. si!i$ar to a banner ad" e5cept that instead of a static or ani!ated i!a e" actua$ !o#in #ideo c$ips are disp$ayed' 0his is the &ind of ad#ertisin !ost pro!inent in te$e#ision" and !any ad#ertisers %i$$ use the sa!e c$ips for both te$e#ision and on$ine ad#ertisin '

Ma3 a#. te5t or raphics $in&ed fro!" and appearin in or o#er" a $ocation on an e$ectronic !ap such as on Goo $e (aps' M -ile a#. an S(S te5t or !u$ti?!edia !essa e sent to a ce$$ phone' Su3er%titial. )n ani!ated ad on a 4eb pa e fro! ,n$i#en (ar&etin 0echno$o ies' It uses #ideo" 2D content or .$ash to pro#ide a 0I?$i&e ad#ertise!ent' Used to be &no%n as Unicast 0ransitiona$ ads as they %ere ori ina$$y !ade by Unicast Co!!unications but the co!pany %as acAuired by Iie%point Corporation in +EE9" %hich then chan ed its na!e to ,n$i#en in +EEB'

Inter%titial a#. a fu$$?pa e ad that appears before a user reaches their ori ina$ destination' Frame a#. an ad that appeared %ithin an H0(L fra!e" usua$$y at the top %ith the site $o o' )s the user bro%sed the site" the fra!e %ou$d not chan e'

In addition" ads containin strea!in #ideo or strea!in audio are beco!in #ery popu$ar %ith ad#ertisers'

E*mail a#9erti%in$ Le iti!ate ,!ai$ ad#ertisin or ,?!ai$ !ar&etin is often &no%n as @opt?in e?!ai$ ad#ertisin @ or per!ission !ar&etin to distin uish it fro! spa!'

Di%3la/ a#9erti%in$ Disp$ay ad#ertisin appears on %eb pa es in !any for!s" inc$udin %eb banners' 0hese banners can consist of static or ani!ated i!a es" as %e$$ as interacti#e !edia that !ay inc$ude audio and #ideo e$e!ents' Disp$ay ad#ertisin on the Internet is %ide$y used for brandin ' 0his is %hy !etrics $i&e interaction ti!e are beco!in !ore re$e#ant' 0his !ay chan e in the future as

2:

disp$ay ad#ertisin is beco!in !uch !ore tar eted to users" !uch $i&e ho% search en ine ads can be e5tre!e$y re$e#ant to users based on %hat they are searchin for' Disp$ay ad#ertisers use coo&ie and bro%ser history to deter!ine de!o raphics and interests of users and tar et appropriate ads to those bro%sers' /anner ad standards ha#e chan ed o#er the years to $ar er si>es" in part due to increased reso$ution of standard !onitors and bro%sers" in part to pro#ide ad#ertisers %ith !ore i!pact for their in#est!ent' 0he standards continue to e#o$#e' /anner ads can be tar eted to internet users in !any different %ays in order to reach the ad#ertiserHs !ost re$e#ant audience' /eha#iora$ retar etin " de!o raphic tar etin " eo raphic tar etin " and site based tar etin are a$$ co!!on %ays )ffi$iate !ar&etin is a for! of on$ine ad#ertisin %here ad#ertisers p$ace ca!pai ns %ith a potentia$$y $ar e nu!ber of s!a$$ 7and $ar e8 pub$ishers" %ho are on$y paid !edia fees %hen traffic to the ad#ertiser is arnered" and usua$$y upon a specific !easurab$e ca!pai n resu$t 7a for!" a sa$e" a si n?up" etc'8' 0oday" this is usua$$y acco!p$ished throu h contractin %ith an affi$iate net%or&' )ffi$iate !ar&etin %as an in#ention by CDNo%'co! in 1DD9 and %as e5ce$$ed by )!a>on'co! %hen it $aunched its )ffi$iate Pro ra!" ca$$ed )ssociate Pro ra! in 1DD<' 0he on$ine retai$er used its pro ra! to enerate $o% cost brand e5posure and pro#ided at the sa!e ti!e s!a$$ %ebsites a %ay to earn so!e supp$e!enta$ inco!e' Be!a9i ral tar$etin$ In addition to conte5tua$ tar etin " on$ine ad#ertisin can be tar eted based on a userHs on$ine beha#ior' 0his practice is &no%n as beha#iora$ tar etin ' .or e5a!p$e" if a user is &no%n to ha#e recent$y #isited a nu!ber of auto!oti#e shoppin F co!parison sites based on c$ic& strea! ana$ysis enab$ed by coo&ies stored on the userHs co!puter" that user can then be ser#ed auto? re$ated ads %hen they #isit other" non?auto!oti#e sites' In the United States the .edera$ 0rade Co!!ission has been in#o$#ed in the o#ersi ht of beha#iora$ tar etin for so!e ti!e' In +E11 the .0C proposed a @Do Not 0rac&@ !echanis! to a$$o% Internet users to opt?out of beha#iora$ tar etin '

2<

Semanti2 a#9erti%in$ Se!antic ad#ertisin app$ies se!antic ana$ysis techniAues to %eb pa es' 0he process is !eant to accurate$y interpret and c$assify the !eanin andFor !ain subject of the pa e and then popu$ate it %ith tar eted ad#ertisin spots' /y c$ose$y $in&in content to ad#ertisin " it is assu!ed that the #ie%er %i$$ be !ore $i&e$y to sho% an interest in the ad#ertised product or ser#ice' S 2ial net8 r@ a#9erti%in$ Socia$ net%or& ad#ertisin is a for! of -n$ine ad#ertisin that focuses on socia$ net%or&in sites' )d#ertisin on socia$ !edia net%or&s can ta&e the for! of direct disp$ay ad buys at the socia$ net%or&s" se$f?ser#e ad#ertisin throu h interna$ ad net%or&s" and ad ser#in on socia$ net%or& app$ications throu h specia$ socia$ net%or& app$ication ad#ertisin net%or&s

A#9anta$e% an# limitati n% f nline mar@etin$

No%adays" 4eb pro!otion is considered to be the !ost po%erfu$ and cost?effecti#e !eans of e5posin your products or ser#ices than any other for! of strate y' 0raditiona$ approaches are no% dec$inin and !ore businesses are e5pandin into the 4eb" a response to the !any inno#ations that ha#e been introduced in the recent years' Pro#ided in this artic$e are so!e of the nu!erous ad#anta es of !obi$e and e!ai$ !ar&etin as %e$$ as socia$ !edia'

(i$$ions of peop$e spend their ti!e on the Internet due to the ro%th of on$ine infor!ation' It pro#ides a ne% !ar&et #enue and an opportunity to reach the tar eted audience so you can !a&e your ca!pai n !ore profitab$e and et !ore re$e#ant ideas'

0ar eted !ar&ets are easy to find %ith the he$p of on$ine soft%are and search en ines' Un$i&e traditiona$ ad#ertisin such as printed ne%spaper ad#ertise!ents %herein you donKt ha#e any contro$ on %ho reads it" on$ine ads can be directed to consu!ers %ith interest in your product' Dependin on your approach" you can opti!ise your %ebsite on certain search en ines'

;ou can a$so trac& ho% !any %ere ab$e to catch your posts throu h trac&in syste!s pro#ided in your site' 0his %ou$d be i!possib$e to do %ith the traditiona$ approach'

2=

Un$i&e ye$$o% pa es that offer fi5ed fees" on$ine ad pay!ents can be arran ed based on the nu!ber of #isits on your site' 0hat is $i&e payin the due a!ount fro! the benefits that you can et on$ine'

,ffecti#eness of on$ine ads oes far beyond the traditiona$ !ediu! because of the tar eted nature of the Internet ad#ertisin syste!' *e iona$ $i!itation %i$$ not hinder you to the $oca$ !ar&et' -n$ine ads can reach the other side of the %or$d %here you can pro!ote your oods andFor ser#ices'

0here are other techniAues a#ai$ab$e on !a5i!isin the potentia$ of on$ine !ar&etin ' (ore i!portant$y" in estab$ishin a porta$ for your business" ensure that you ha#e an attracti#e 4eb desi n' Note that #isua$s i#e the first i!pression of your enterprise' Internet !ar&eters a$so ha#e the ad#anta e of !easurin statistics easi$y and ine5pensi#e$yG a$!ost a$$ aspects of an Internet !ar&etin ca!pai n can be traced" !easured" and tested" in !any cases throu h the use of an ad ser#er' 0he ad#ertisers can use a #ariety of !ethods" such as pay per i!pression" pay per c$ic&" pay per p$ay" and pay per action' 0herefore" !ar&eters can deter!ine %hich !essa es or offerin s are !ore appea$in to the audience' 0he resu$ts of ca!pai ns can be !easured and trac&ed i!!ediate$y because on$ine !ar&etin initiati#es usua$$y reAuire users to c$ic& on an ad#ertise!ent" to #isit a %ebsite" and to perfor! a tar eted action' Internet has a$so beco!e a !ajor and effecti#e !ediu! for ad#ertisin and it has be predicted that the on$ine ad#ertisin and !ar&etin is soon oin to rep$ace the ad#ertisin throu h traditiona$ !edias such as te$e#ision" radio" ne%spaper and !a a>ines' I ha#e pic&ed around 1E ad#anta es of on$ine ad#ertisin 7not in that order8 %hen co!pared %ith the traditiona$ off$ine ad#ertisin '

2B

), 5i#er C 9era$e

0he on$ine ad#ertisin

i#es your ads a !ore %ider co#era e and this $oba$$y %ider co#era e

he$ps in !a&in your ad#ertise!ents reach !ore audiences" %hich !ay u$ti!ate$y he$p you in ettin better resu$ts throu h your on$ine ad#ertisin ca!pai n' ', Tar$ete# Au#ien2e% 4hen co!pared %ith off$ine ad#ertisin " on$ine ad#ertisin a$%ays he$ps you to reach the tar eted audience and this he$ps in !a&in your ca!pai n !ore profitab$e and ettin !ore re$e#ant $eads' +,Aff r#a-le )nother !ain ad#anta e of on$ine ad#ertisin or !ar&etin is the !uch affordab$e price %hen co!pared %ith the traditiona$ ad#ertisin costs' 4ith a !uch $esser cost you can ad#ertise on the net for a %ider ran e of audience and eo raphica$ $ocations' 4, Ea%/ t Tra2@ an# Mea%ure C n9er%i n (easurabi$ity and easiness to trac& the con#ersion !a&es on$ine ad#ertisin !i$es ahead on the traditiona$ ad#ertisin !ethods' ) $ot of effecti#e ana$ytics too$s are a#ai$ab$e to !easure on$ine ad#ertisin ca!pai ns %hich he$ps in !ore i!pro#isation of the ads' 6, S3ee# -n$ine ad#ertisin is !uch faster than off$ine ad#ertisin and you can start sendin out your ads to a %ider audience" the !o!ent you start your ad#ertisin ca!pai n' >, Inf rmati9e In on$ine ad#ertisin " the ad#ertiser is ab$e to con#ey !ore detai$s about the ad#ertise!ent to the audience and that too at re$ati#e$y $o% cost' (ost of the on$ine ad#ertisin ca!pai ns are co!posed of a c$ic&ab$e $in& to a specific $andin pa e" %here users et !ore infor!ation about the product !entioned in the ad'

2D

?, FleAi-le Pa/ment Pay!ent f$e5ibi$ity is another added ad#anta e of on$ine ad#ertisin and !ar&etin ' In off$ine ad#ertisin you need to pay the fu$$ a!ount to the ad#ertisin a ency irrespecti#e of the resu$ts' /ut in on$ine ad#ertisin there is the f$e5ibi$ity of payin for on$y Aua$ified $eads" c$ic&s or i!pressions' B, Better ROI Since on$ine ad#ertisin is !ain$y focused on perfor!ance based pay!ent" you *-I is sure to be far better %hen co!pared %ith off$ine ad#ertisin ' C, Ea%/ Au#ien2e En$a$ement -n$ine ad#ertise!ent !a&es is easy for the audience to en a e %ith your ads or products' )s an ad#ertiser %e %ou$d be ab$e to et !ore feedbac& fro! the audience and thereby i!pro#e the Aua$ity of our ads oin for%ard' )(, Better Bran#in$ )ny for! of ad#ertisin he$ps in i!pro#in the brandin and on$ine ad#ertisin stands a notch hi h in i!pro#in the brandin of your co!pany" ser#ice or product' )d#ertisin is the branch of !ar&etin that dea$s %ith co!!unicatin to custo!ers about products" brands" ser#ices and co!panies' 0he Internet" as a $oba$ co!!unications !ediu!" pro#ides ad#ertisers %ith uniAue and often cost?effecti#e %ays of reachin ad#ertisin audiences' )s %ith a$$ !edia" ho%e#er" ad#ertisin on the Internet has uniAue ad#anta es and disad#anta es'

9E

Pr -lem% f nline a#9erti%in$

Pri9a2/ 0he use of on$ine ad#ertisin has i!p$ications on the pri#acy and anony!ity of users' Hostin the banner i!a es on its ser#ers and usin third?party coo&ies" the ad#ertisin co!pany is ab$e to trac& the bro%sin of users across these t%o sites' 0hird?party coo&ies can be b$oc&ed by !ost bro%sers to increase pri#acy and reduce trac&in by ad#ertisin and trac&in co!panies %ithout ne ati#e$y affectin the userHs 4eb e5perience' (any ad#ertisin operators ha#e an opt?out option to beha#iora$ ad#ertisin " %ith a eneric coo&ie in the bro%ser stoppin beha#iora$ ad#ertisin ' Mal8are 0here is a$so a c$ass of ad#ertisin !ethods %hich are considered unethica$ and !ay e#en be i$$e a$' 0hese inc$ude e5terna$ app$ications %hich a$ter syste! settin s 7such as a bro%serHs ho!e pa e8" spa%n pop?ups" and insert ad#ertise!ents into non?affi$iated %ebpa es' Such app$ications are usua$$y $abe$$ed as %3/8are or a#8are' 0hey !ay !as& their Auestionab$e acti#ities by perfor!in a si!p$e ser#ice" such as disp$ayin the %eather or pro#idin a search bar' 0hese pro ra!s are desi ned to dupe the user" actin effecti#e$y as Tr =an ! r%e%' 0hese app$ications are co!!on$y desi ned so as to be difficu$t to re!o#e or uninsta$$' 0he e#er?increasin audience of on$ine users" !any of %ho! are not co!puter?sa##y" freAuent$y $ac& the &no%$ed e and technica$ abi$ity to protect the!se$#es fro! these pro ra!s' Limitati n% -ne of the cha$$en es that Internet !ar&eters face 7as does the enera$ pub$ic8 is that !any internet products are outri ht sca!s or pro!oted %ith deception !a&in it difficu$t to &no% %hich one is %orth buyin ' 0his is especia$$y the case %ith products that are supposed to train or aid Internet !ar&eters in !a&in !oney' 4hi$e the Aua$ity of products has i!pro#ed in the past

91

fe% years" ethics are often sti$$ !issin in on$ine !ar&etin ' (any so?ca$$ed !oney !a&in products are @e!pty bo5es@ in %hich there is essentia$$y nothin there" yet a buyer is to !a&e !oney by rese$$in this e!pty bo5 to others' Pyra!id sche!es are a$so sti$$ pre#a$ent'

0he consu!er is unab$e to physica$$y fee$ or try on the product %hich can be a $i!itation for certain oods' Ho%e#er a sur#ey of consu!ers of cos!etics products sho%s that e!ai$ !ar&etin can be used to interest a consu!er in #isitin a store to try a product or to spea& %ith sa$es representati#esG fro! here a purchase decision can be !ade

0he !ar&eter %i$$ not be ab$e to use persona$ interaction to inf$uence the audience as the !ar&etin is co!p$ete$y based on the ad#ertise!ent and the infor!ation that the ad#ertise!ent !i ht $ead to 7%ebsites" b$o s and other channe$s8'

Se2urit/ 2 n2ern% Infor!ation security is i!portant both to co!panies and consu!ers that participate in on$ine business' (any consu!ers are hesitant to purchase ite!s o#er the Internet because they do not be$ie#e that their persona$ infor!ation %i$$ re!ain pri#ate' So!e co!panies that purchase custo!er infor!ation offer the option for indi#idua$s to ha#e their infor!ation re!o#ed fro! their pro!otiona$ redistribution" a$so &no%n as optin out' Ho%e#er" !any custo!ers are una%are if and %hen their infor!ation is bein shared" and are unab$e to stop the transfer of their infor!ation bet%een co!panies if such acti#ity occurs' )dditiona$$y" co!panies ho$din pri#ate infor!ation are #u$nerab$e to data attac&s and $ea&s' Internet bro%sin pri#acy is a re$ated consu!er concern' 4eb sites routine$y capture bro%sin and search history %hich can be used to pro#ide tar eted ad#ertisin ' Pri#acy po$icies can pro#ide transparency to these practices' Spy%are pre#ention soft%are can a$so be used to shie$d the consu!er' )nother consu!er e?co!!erce concern is %hether or not they %i$$ recei#e e5act$y %hat they purchase' -n$ine !erchants ha#e atte!pted to address this concern by in#estin in and bui$din stron consu!er brands 7e' '" )!a>on'co!" e/ay" and -#erstoc&'co!8" and by usin !erchant and feedbac& ratin syste!s and e?co!!erce bondin so$utions' )$$ these so$utions atte!pt to assure consu!ers that their transactions %i$$ be free of prob$e!s because the !erchants can be trusted to pro#ide re$iab$e products and ser#ices' )dditiona$$y" se#era$ !ajor on$ine pay!ent 9+

!echanis!s 7credit cards" PayPa$" Goo $e Chec&out" etc'8 ha#e pro#ided bac&?end buyer protection syste!s to address prob$e!s if they occur' -ne disad#anta e of ad#ertisin on the Internet is that your !ar&etin !ateria$s are auto!atica$$y a#ai$ab$e for anyone in the %or$d to copy" re ard$ess of the $e a$ ra!ifications' Lo os" i!a es and trade!ar&s can be copied and used for co!!ercia$ purposes" or e#en to s$ander or !oc& your co!pany' 0his is not the case %ith te$e#ision and !a a>ine ad#ertisin " %herein i!a es !ust be rep$icated rather than si!p$y copied e$ectronica$$y' )nother disad#anta e is the fact that the Internet?ad#ertisin o$d rush has be un to introduce ad c$utter to the 4eb' 4eb users are so inundated %ith banner ads and spa! e!ai$ that they ha#e be un to i nore internet ad#ertisin just as !uch as ads on traditiona$ !edia'

Et!i2%
-n$ine ad#ertisin enco!passes a ran e of types of ad#ertisin " so!e of %hich are dep$oyed ethica$$y and so!e are not' So!e %ebsites use $ar e nu!bers of ad#ertise!ents" inc$udin f$ashin banners that distract the user" and so!e ha#e !is$eadin i!a es desi ned to $oo& $i&e error !essa es fro! the operatin syste!" rather than ad#ertise!ents' 4ebsites that unethica$$y use on$ine ad#ertisin for re#enue freAuent$y do not !onitor %hat ad#ertise!ents on their %ebsite $in& to" a$$o%in ad#ertise!ents to $ead to sites %ith !a$icious soft%are or audience? inappropriate !ateria$' 0he ethica$ propriety of ad#ertisers that use %eb searches for co!petitorsH brands to tri er their o%n ads has been Auestioned' So!e ar ue that %ebsite operators %ho ethica$$y use on$ine ad#ertisin typica$$y use a s!a$$ nu!ber of ad#ertise!ents that are not intended to distract or irritate the user" and do not detract fro! the desi n and $ayout of their %ebsites' (any %ebsite o%ners dea$ direct$y %ith co!panies that %ant to p$ace ads" !eanin that the %ebsite $in&ed to by the ad#ertise!ent is $e iti!ate' 0he use of techno$o ies $i&e )dobe .$ash in on$ine ad#ertisin has $ed to so!e users disab$in it in their bro%sers" or usin bro%ser p$u ?ins $i&e )d b$oc& or No Script' (any sites use centra$i>ed ad#ertisin ser#ices %hose ad#ertise!ent !ay be b$oc&ed as a side effect of security

92

and pri#acy !easures" because the ser#ices reAuire Oa#aScript and cross?site reAuests to function" %hi$e such features are often not necessary to use the sites and are a potentia$ source of #u$nerabi$ities' So!e co!panies perfor! custo!er en a e!ent studies in on$ine !ar&etin to insure consu!er satisfaction" throu h the use of on$ine co!p$iance centers" bui$din and dep$oyin fraud detection too$s" %hi$e inspectin %ebsites and pub$ishers to insure %ebsite pa es offer the hi hest de ree of infor!ation security and co!p$iance %ith Can Spa! *eAuire!ents'

DInternet mar@etin$D %2am%

In (ay +E1+" 0he Ier e %riter Ooseph L' .$at$ey reported that the ter!s @Internet !ar&etin @ and @Internet !ar&eter@ ha#e been co?opted by a $oose association of confidence artists runnin on$ine et?rich?Auic& sche!es'

U%a$e tren#%
0echno$o ica$ ad#ance!ents in the te$eco!!unications industry ha#e dra!atica$$y affected on$ine ad#ertisin techniAues' (any fir!s are e!bracin a paradi ! that is shiftin the focus of ad#ertisin !ethodo$o y fro! traditiona$ te5t and i!a e ad#ertise!ents to those containin !ore recent techno$o ies $i&e Oa#aScript and )dobe .$ash' )s a resu$t" ad#ertisers can !ore effecti#e$y en a e and connect their audience %ith their ca!pai ns that see& to shape consu!er attitudes and fee$in s to%ards specific products and ser#ices' So!e ne% trends for internet !ar&etin are inbound !ar&etin " !obi$e !ar&etin and i!pro#ed usa e of ana$ytics' Inbound !ar&etin refers to content and desi n" is the infor!ation and disp$ay re$e#ant and attracti#e enou h to entice your audience' (obi$e !ar&etin is hu e" %ith o#er =:J of the %or$d ha#in access to a !obi$e de#ices" itHs i!perati#e that co!panies o !obi$e' )na$ytic i!pro#e!ent can no% disco#er senti!ent to forecast e!er in trends in the industry" i#in co!panies the &no%$ed e they need to deter!ine best strate ies for increasin sa$es'

99

Effe2t% n in#u%trie%
0he nu!ber of ban&s offerin the abi$ity to perfor! ban&in tas&s o#er the internet has increased' -n$ine ban&in appea$s to custo!ers because it is often faster and considered !ore con#enient than #isitin ban& branches' A#9erti%in$ in#u%tr/ In addition to the !ajor effect internet !ar&etin has had on the techno$o y industry" the effect on the ad#ertisin industry itse$f has been profound' In just a fe% years" on$ine ad#ertisin has ro%n to be %orth tens of bi$$ions of do$$ars annua$$y' Price%aterhouseCoopers reported that USL1<'D bi$$ion %as spent on -n$ine !ar&etin in the U'S' in +EE<' 0his has caused a ro%in i!pact on the United StatesH e$ectora$ process' In +EEB" candidates for President hea#i$y uti$i>ed Internet !ar&etin strate ies to reach constituents' Durin the +EE= pri!aries" candidates added" on a#era e" o#er :EE socia$ net%or& supporters per day to he$p spread their !essa e' President /arra& -ba!a raised o#er USL1 !i$$ion in one day durin his e5tensi#e De!ocratic candidacy ca!pai n" $ar e$y due to on$ine donors' Se#era$ industries ha#e hea#i$y in#ested in and benefited fro! internet !ar&etin and on$ine ad#ertisin ' So!e of the! %ere ori ina$$y bric& and !ortar businesses such as pub$ishin " !usic" auto!oti#e or a!b$in " %hi$e others ha#e sprun up as pure$y on$ine businesses" such as di ita$ desi n and !edia" b$o in " and internet ser#ice hostin '

Film an# tele9i%i n mar@etin$

Industries such as fi$! and te$e#ision %ere so!e%hat s$o% %hen it ca!e to puttin content on the Internet' .i$! trai$ers" te$e#ision sho% schedu$es and @interacti#e@ press &its ca!e on the scene Auite Auic&$y as the content that pro!oted such products' 0his !ajor !edia p$atfor! %as de#e$oped %ith in#est!ents of !i$$ions by the fi$! studios and te$e#ision net%or&s because it %as a #a$uab$e !ar&etin too$'

9:

Chapter-3

9<

METHODOLOG:

Proper$y conducted study is a #a$uab$e too$ for the top !ana e!ent in !a&in so!e decisions' Good study reduces the uncertainty' ,ffecti#e research !ethodo$o y $eads to ood research' *esearch !ethodo$o y is a %ay to syste!atica$$y achie#e the objecti#es of the study' (y ai! %as to ana$y>e on$ine ad#ertisin effecti#eness in #arious %ays of ad#ertise!ent' OBJECTIVES OF THE STUDY Following are the objectives of the study: 1. 2. 3. To know the most effective media of advertisement To find out the reasons for liking the online advertisement of products and services. To find out the most popular slogan of advertisement regarding products and services.

RESEARCH METHODOLOG: 0he Aua$ity and re$iabi$ity of research study is dependent on the infor!ation co$$ected in a scientific and !ethodo$o ica$ !anner' Scientific p$annin of desi nin of research !ethod is a b$ue print for any research study' 0herefore" proper ti!e and attention shou$d be i#en in desi nin the p$an of research' 4hi$e proper definition of prob$e! te$$s the researcher %here he has to o" proper desi n te$$s hi! ho% he shou$d o' Se$ection of !ethodo$o y for a particu$ar project is !ade easy by sortin out a nu!ber of a$ternati#e approaches" each of the! ha#in its o%n ad#anta e and disad#anta es' ,fficient desi n is that %hich ensure that the re$e#ant data are co$$ected accurate$y' (ar&et research is the in#esti ation of the structure and de#e$op!ent or !ar&et for the purpose of for!u$atin efficient po$icies for the purchasin " production" distribution and sa$es' -perationa$G research refers to the app$ication of the !athe!atica$" $o ica$

9=

and ana$ytica$ techniAues to the so$ution of the business prob$e!s for cost !ini!i>ation and profit !a5i!i>ation" %hich can be te$!ed as operationa$ prob$e!s' (oti#ationa$ research is definin %hy peop$e beha#e is as they do !ain$y concerned %ith the deter!ination of !oti#ations under$yin their consu!er beha#iour' )s these are reat he$p to peop$e in the industry %ho are responsib$e for ta&in business decisions' .or or a ood research and for proper and authentic resu$ts research !ethodo$o y p$ays a crucia$ ro$e'

RESEARCH DESIGN . *esearch desi n is the first and fore!ost step in !ethodo$o y adopted and underta&in research study' It is o#era$$ p$an for the co$$ection and ana$ysis of data in the research project' 0hus it is an or ani>ed" syste!atic approach to be the for!u$ation" i!p$e!entation and contro$ of research project' In fact the research desi n is conceptua$ structure %ithin %hich the research is conducted' *esearch desi n is needed because it faci$itates the s!ooth sai$in of the #arious research operations' 0here by !a&in research as efficient as possib$e yie$din !a5i!u! infor!ation %ith !ini!a$ e5penditure of efforts" ti!e and !oney' *esearch desi n" in fact" has a reat bearin on the re$iabi$ity of the resu$ts arri#ed at and as such constitutes the fir! foundation of the entire e#idence of the research %or&' In other %ords %e can say that research desi n is ad#ance p$annin of research' ) ood research desi n shou$d be f$e5ib$e" appropriate and efficient and so on' It shou$d try to !ini!i>e biases and !a5i!i>e re$iabi$ity or the data co$$ected and ana$ysed is considered as a ood desi n' 0he desi n !ust i#e the s!a$$est e5peri!enta$ error and it shou$d yie$d !a5i!u! infor!ation' The research design is the blueprint for the fulfillment of objectives and answering questions. It is a master plan specifying the method and procedures for collecting and analyzing needed information.

9B

Sam3le %i<e ) sa!p$e of :E business!en %as se$ected for the study' )$$ business!en %ere #isited for this purpose' -%ners and !ana ers of businesses %ere contacted' Tuestionnaire %as a$so fu$fi$$ed to et infor!ation' Sa!p$e businesses under study are as fo$$o%s1 Property dea$ers Hospita$s Sa$oons C$inics Coachin Institutes 0ourist Ser#ices

Area of S !"#$
DialDire2t is a tricity co!pany pro#idin $oca$ search ser#ices o#er the Phone" 4eb" (obi$ePand S(S' It is headAuartered in (ani!ajra7Chandi arh8' Users are reAuired to ca$$ a co!!on nu!ber and si!p$y te$$ the hu!an operator %hat ser#ice they are $oo&in for' 0e5t and e!ai$ a$erts are then sent to users $istin the best options around the!' Dia$direct is a ne% pre?$aunchin on$ine ad#ertisin co!pany %hich start in tricity area Chandi arh" Panch&u$$a" (oha$i and Uira&pur' Dia$direct %as founded by (r' Na#een Gu$ati and *ohit Gan reja in -ct'+E1+'

Hel3line
P! ne
)#ai$ab$e +9V= on a $and$ine nu!ber E1=+?:E9E9E9 the phone search is accessib$e across Chandi arh" (oha$i" Uira&pur and Panc&u$$a

5e%%%' dia$direct'in

9D

Dia$direct %i$$ $aunch its first $oca$ search en ine in the year +E12 in tricity7Punjab8' 0he %ebsite pro#ides infor!ation on $oca$ businesses across nu!ber of cities' 0he search can be cate ori>ed in nu!ber of %ay" such as co!pany" na!e" product or ser#ice"p$ace' /usiness!en can a$so $ist their businesses throu h dia$direct %ebsite'

DATA COLLECTION METHOD 1 Data are the bric&s %ith %hich the researcher has to !a&e a house' 4hi$e the Aua$ity of research findin s depend on data" the adeAuacy of appropriate data in turn depends upon proper !ethod of data co$$ection' ) nu!ber of !ethods are at the disposa$ of the researcher of %hich one has to se$ect the !ost appropriate one for #isua$i>in the research objecti#e' 0hus he has to see that the !ethod adopted is co!patib$e %ith the resources and research study' a, Primar/ Data 1 Data %hich are co$$ected fresh and for the first ti!e and thus happens to be ori ina$ in character' Pri!ary data are athered for specific purpose' -, Se2 n#ar/ #ata 1 Data that co$$ected fro! pri!ary data i'e'" they are a$ready e5it so!e %here' .or the purpose of our study %e co$$ected both the data' W F r t!e 3ur3 %e f t!i% %tu#/ 8e 2 lle2te# Pri!ary data has been used !ain$y in study' 0o &no% about the on$ine ad#ertisin effecti#eness in different businesses" the TU,S0I-NN)I*," IN0,*II,4 !ethod has been used for pri!ary data 18 %uestionnaire& Data has been co$$ected by preparin Auestionnaire for business !ana ers' 0he Auestionnaire contained Auestions on di!ensions #i>G -bjecti#es of ad#ertisin ' To know the most effective media of advertisement' I!portance of on$ine ad#ertisin ' 0echniAue used for ad#ertisin

:E

0his Auestionnaire has 1E Auestions" %hich are ai!ed to achie#e the objecti#es of the study' )$$ the Auestions e5cept one are c$ose ended %ith t%o to fi#e options' .or the purpose of ana$ysis" #arious tab$es and charts %ere prepared' +8 !ersonal Interview1 inter#ie% !ethod !ay be re arded as syste!atic !ethod by %hich a person enters !ore or $ess i!a inati#e$y into $ife of co!parati#e stran ers' Process of inter#ie% be ins %ith casua$ con#ersation ai!ed at fa!i$iari>ation $eadin to !ore intense reAuire!ent based on Auestion' *espondents %ho refused to i#e their na!es and na!e of post this !ethod pro#ed to be #ery effecti#e as %e$$ as interestin for the!' 0he respondents fe$t free in e5pressin their #ie%s %ithout any &ind of hesitation %ith so!e e5ceptiona$ case' LIMITATIONS The project relied mainly on the primary data. onsumer give very unclear picture.

!e have a limited time. The study is based on limited sample. "t begin my first attempt to undertake such a study# thus the ine$perience is also a obstacle to accomplish the project in a proper way. It %as a$so difficu$t to et proper infor!ation fro! the peop$e because they %ere indu$ in in so!e other acti#ities' As the study is basically based on primary data, the probability of personal bias cannot be overruled.

Main root of this research study was questionnaire & interview, which has its own limitations, for example we cant measure the reliability, enthusiasm dissonance etc. )s the ana$ysis has been done !anua$$y" fe% error are bound to appear' 0he assi n!ent bein #ery cha$$en in and of e5hausti#e in nature Auires ti!e' It %as i!possib$e to acco!p$ish idea$$y %ithin prescribed ti!e period of se!ester'

:1

C!a3ter*4

:+

ANAL:SIS OF DATA
Sur#ey of :E businesses %as !ade for research study' )$$ the businesses e5cept property dea$ers ha#e c$ear$y defined on$ine ad#ertisin effecti#eness' .urther co!parison bet%een ad#ertisin !ediu! of :E businesses %as !ade' In the 1st Auestion a$$ the !ana ers %ere reAuested to indicate i!portance to each objecti#e of ad#ertisin '

TAB ! ".#
RES%ONDENT&S CLASSIFICATION ACCORDING TO AGE Age $in years% (#)*+ *#)"+ "#)-+ Total &o. of respondents (( (, * ,+ 'ercentage "" ,+ #++

Table ".# shows that "". of the respondents are in the age group of (#)*+/ ,+. are in the age group of *#)"+ and -. are in the age group of "#)-+.

:2

TABLE '()

Eue%. H 8 8 ul# / u li@e t ma@e 3ur2!a%eF O3ti n% Dire2tl/ fr m %! 3 T!r u$! mail r#er T!r u$! Net T!r u$! 3! ne Fir%t BB G 'G BG 'G Se2 n# 4G )>G 6(G +(G T!ir# 'G 44G )>G +BG F urt! >G +BG '>G +(G

INTERPRETATION In the first cate ory peop$e %ou$d $i&e to purchase direct$y fro! shops BBJ and second cate ory 9J" third cate ory +J and forth cate ory <J' 0hrou h !ai$ order peop$e %ou$d $i&e to purchase in the first cate ory +J second 1<J" third 99J and in the forth cate ory 2BJ' 0hrou h net in the first cate ory peop$e %ou$d $i&e to purchase BJ" second :EJ" in the third cate ory 1<J and :9

forth +<J' 0hrou h phone peop$e $i&e to purchase in the first cate ory +J" second 2EJ" in third 2BJ and in the forth cate ory 2EJ'

TABLE 40+ Tues0 5it! t!e fallin$ f Internet 3ri2e% fr m R%6( t R%6 an ! ur 8ill / u in2rea%e t!e %urfin$ ! ur%F

0es *+.

no 1+.

INTERPRETATION .ro! the fo$$o%in data sho% 2EJ peop$e are a ree to increase surfin hours and =EJ are not a ree for increase the surfin hours'

::

TABLE 404

Eue%. Ha9e / u e9er u%e# Internet f r 3ur2!a%in$F

yes #+.

no 2+.

INTERPRETATION .ro! the fo$$o%in data sho% that 1EJ peop$e are a ree to used internet for purchasin and DEJ peop$e are not a ree to used internet for purchasin '

:<

0)/L, 9':

Eue%. Are / u 3lannin$ t ma@e 3ur2!a%e n net in futureF

3. 3.

3".

0es

&o

4ant 5ay

INTERPRETATION .ro! the fo$$o%in data sho% that BJ peop$e are a ree and BJ are not to p$annin to !a&e purchase on net in future and B9J peop$e are canKt say to p$annin to !a&e purchase on net in future'

:=

TABLE 40> Eue%0 5!at @in# f 3r #u2t% 8 ul# / u li@e t -u/ n netF

,+ *er+e, a-e "+ *+ (+ #+ +

"*( (3

("

#3 3 -

#"

el gi ec ft tro ni c go od s ga rm en ts

et te 7c d

INTERPRETATION .ro! the fo$$o%in data sho% that 9<J peop$e are $i&e to buy boo&s on net and 2+J peop$e are $i&e to buy cassette and CD and +BJ peop$e are $i&e to buy ift on net" +9J peop$e are $i&e to buy e$ectronic oods on net"1BJ peop$e are $i&e to buy ar!ents on net" BJ peop$e are $i&e to buy tic&et on net" 19J peop$e are $i&e to buy soft%are on net'

ca ss

:B

co nd om s so f tw ar e

tic 6e ts

bo o6 s

TABLE 40?

Eue%. H 8 ften # / u 2li2@ n a#9erti%ement n %ite%F

,+ fre/!e,+# "+ *+ (+ #+ + 5eries# +)#+ "" #+))(, *er+e, of he i.e 8(, +

INTERPRETATION .ro! the fo$$o%in data sho% that 9:J peop$e are a ree for 2li2@ on ad#ertise!ent on sites and :J peop$e are not a ree for c$ic& on ad#ertise!ent on sites'

:D

0)/L, 9'B Tues1 Do you fee$ ads on the net i#e !ore insi hts of productFser#ice than other !ediaX

yes "". no ,-.

INTERPRETATION .ro! the fo$$o%in data sho% that 99J peop$e are a ree for net i#e !ore insi hts of productFser#ice than other !edia and :<J peop$e are not a ree for net i#e !ore insi hts of productFser#ice than other !edia'

<E

TABLE '(0

ADVERTISEMENT OF %RODUCTS 9o you thin6 advertisement of products is required 0es &o Total &o. of respondents "3 ( ,+ 'ercentage 2" #++

Table ".2 indicate that 2-. of the respondents are of the view that they have been the advertisement of the products they li6e most while ". shows that they don:t have required the advertisement .

<1

TABLE 40)( MEDIA OF ADVERTISEMENT

THROUGH 1HICH MEDIA YOU HAVE SEEN IT2 T;7Internet &ewspaper <agazine =ther Total

&o. of respondents "( # # ,+

'ercentage 2( " ( ( #++

Table ".#+ reveals that 2(. of the respondents are of opinion that they have seen the advertisement on T; while ". are of the opinion that they have seen the advertisement through newspaper.

<+

TABLE '(33 REASON FOR LIKING THE ONLINE ADVERTISEMENT >hy you li6e online advertisement Its theme and ma6ing is appealable It has cost effective Because of online =ther reasons Total &o. of respondents *+ 1 1 ,+ 'ercentage -+ #" #" #( #++

Table ".## shows that majority of the respondents li6e the online advertisement due to its theme while majority of the respondents li6e the online advertisement due to its cost effective and online pressence .

<2

TABLE '(3) BEST MEDIA OF ADVERTISEMENT

>hich <edia 'resently Is <ore !ffectively

&o.

'ercentage

T;7=& I&! &ewspaper <agazine =thers Total

of respondents ,+ ) ) ) ,+

#++ ) ) ) #++

Table ".#( reveals that #++. of the respondents are of the view that presently the T; is most effective media of advertisement.

TABLE '(34

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NECESSITY OF ADVERTISEMENT

9= 0=? T@I&A T@! A9;!BTI5!<!&T I5 &!4!55AB0 C=B B?5I&!55D &ecessary ;ery necessary 4an:t say Total

&o. of respondents

'ercentage

#" *" ( ,+

(3 -3 " #++

Table ".#* shows that highest number of respondents are of the view that advertisement is very necessary for Business while few respondents are of the view that advertisement is necessary.

<:

TABLE '(3'

EFFECTIVENESS OF E5%ENDITURE INCURRED ON ADVERTISEMENT

9oes eEpenditure should be incurred on advertisement 0es &o 4an:t say Total

&o. of respondents

'ercentage

"* ( , ,+

3" #+ #++

Table ".#" shows that 3-. of the respondents are of the view that the eEpenditure incurred on advertisement is effective in adding the profit while ". denied the same and #+. did not reply.

<<

0)/L, 9'1:
REASONS FOR DIFFERENCE OF ADVERTISEMENT EFFECTIVENESS

>@I4@ B!A5=& 0=? CI&9 C=B T@! 9ICC!B!&4! =C A9;!BTI5!<!&T !CC!4TI;!&!55 !ducation i6ing 5tandard of iving evel of 9evelopment Total

&o. of respondents

'ercentage

(+ #+ #+ #+ ,+

"+ (+ (+ (+ #++

Table ".#, shows that "+. of the respondents say education is one of the main reason of Advertisement effectiveness while equal . of the respondents are in the favour of li6ings/ standards of living and level of development

0)/L, 9'1<

<=

ADD EFFECTIVENESS AND IM%ROVEMENT IN ADVERTISEMENT

>I

T@! 5T?90 =C

&o. of respondents

'ercentage

!CC!4TI;!&!55 >=? 9 4=&TBIB?T! T= I<'B=;!<!&T =C 'B!5!&T A9;!BTI5!<!&T 0es &o 4annot say Total ", # " ,+ 2+ ( #+ #++

Table ".#- shows that the majority of the respondents are of the view that the study of effectiveness contributes the improvement in present advertisement

TABLE '(36 NECESSITY OF ADVERTISEMENT EFFECTIVENESS

<B

I5 A9;!BTI5!<!&T !CC!4TI;!&!55 I5 &!4!55AB0 C=B 4=<'A&0D 0es &o 4an:t say Total

&o. of respondents

'ercentage

"3 # # ,+

2( ( #++

Table ".#1 reveals that majority of the respondents say that the advertisement effectiveness is necessary while same did not replied

C!a3ter*6

<D

,onc%usion

=E

1e rea+he" 7o.e 7!--e7 io,7 $

)d#ertise!ent shou$d not be too e5pensi#e" because the ad#ertise!ent $eads and increase the pri e of the product. Media should be selected accordin! to the choice of customers. "n rural areas media should be accordin! to the choice of the people. To !ive more attention in makin! the advertisement to make it effective for the sale of cold drink. #rice should be decreased so as to attract the consumers to use product more. To !ive attention on the weak media of advertisement so that the consumers comes to know about the product. "t should be attractive one so that people are attracted toward the advertisement. $eed of improvement in feedback communication.

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FINDINGS
1' 0he idea of buyin throu h Net is catchin up s$o%$y' )round BBJ of the peop$e choose /ric& and (ortar shop as their first preference for shoppin " %hi$e it is on$y BJ for !a&in purchase on the Net' Ne#erthe$ess :EJ peop$e ha#e purchasin throu h Net as their second preference' +' Peop$e at present on an a#era e spend around D hours surfin the Net in a %ee&' 0his fi ure is e5pected to rise to around 1< hours a %ee& %ith fa$$in Internet access prices" this is around ==J rise in the Internet access' 2' 9' :' <' =' B' -f a$$ the products /oo&s and CDs e!er e as fa#orite products to be bou ht on the Net %ith 9EJ peop$e !andate" seconded by e$ectronic oods and ar!ents %ith +:: peop$e !andate' Present$y 1EJ of the peop$e use Net for buyin thin s" and a!on the rest DEJ of peop$e =:J are %i$$in to !a&e purchase throu h net in the future' )!on #arious uses of net" enera$$y around DEJ of the peop$e use Internet for e?!ai$Fchat and D:J for atherin infor!ation %here as on$y 1EJ of the peop$e use Net for purchasin ' )round :<J of the peop$e thin& that ad#ertise!ents on Net donKt i#e !ore insi hts of products and ser#ices than other !edia' <<J of the peop$e recei#e !ai$ fro! business site" out of %hich :EJ donKt rep$y at a$$ and the other BEJ %hich rep$y does it so on$y +EJ of the ti!e 7i'e' rep$y 1 !ai$ out of : !ai$s8' RCon#enienceK" R%ide ran e of choicesK and Rsa#in of ti!eK ha#e e!er ed as the !ain factors %hich !oti#ate peop$e for !a&in a purchase throu h Net %here as RsecurityK and R$ac& of actua$$y fee$in the productK are the !ain factors %hich deno!inate peop$e fro! !a&in a purchase' D' 1E' 11' -n an a#era e peop$e c$ic& on$y =J of the ti!e on ad#ertise!ents' )$$ or ani>ations fee$ that their presence on Net i#es the! better opportunity to infor! the custo!er interacti#e$y about their productFser#ice and bui$d stron custo!er re$ationship' )round =EJ of the sites are one year o$d" +EJ are 1 to + years o$d and 1EJ !ore than + years o$d'

=+

1+'

)round 1EJ of the or anisations ha#e acti#e e?co!!erce si ht used for transaction" rest DEJ are just for the sa&e of presence out of %hich 1EJ pro#ide the ser#ice on?$ine but the pay!ent is done off?$ine'

12' 19'

0here is a$!ost <EJ annua$ increase in co!panies co!in for%ard to ad#ertise on Net' (ost of the or anisations fee$ that the en#iron!ent is hi h$y uncertain but are confident of e5ponentia$ ro%th in ter!s of business throu h Net' 0here is a trend of BEJ rise in nu!ber of hits e#ery < !onths'

1:'

)round E'E+J of the tota$ hits !ateria$i>e into transaction" %hich is a$so sho%in a rise of <EJ annua$$y' )s the or anisations donKt ha#e fu$$y acti#ated sites fro! the perspecti#e of e?co!!erce due to techno$o ica$ bott$enec&s they !easure the efficiency of their sites throu h nu!ber of hits' Cost per thousand i!pressions 7CP(8 is used for this purpose' 0he pricin of banner ads are a$so on the sa!e basis" it is not dependent upon the ti!in but is priced accordin to Rper thousand pa e #ie%sM %hich is a f$at rate of around :EE*s 7i'e' the host site %i$$ recei#e *s :EE for e#ery 1EEE hits fro! the or ani>ation %ho is ad#ertisin 8'

CONCLUSIONS
Benefit% nline a#9erti%in$ -n$ine ad#ertisin is a hot topic especia$$y in these days of instant resu$ts' 0he reason %hy on$ine ad#ertisin has beco!e so popu$ar is because they pro#ide three !ajor benefits to potentia$ buyers1 )0 C n9enien2e. Custo!ers can order products +9 hours a day %here#er they are' 0hey donKt ha#e to sit in traffic" and a par&in space" and %a$& throu h count$ess shops to find and e5a!ine oods' '0 Inf rmati n. Custo!ers can find rea!s of co!parati#e infor!ation about co!panies" products" co!petitors" and prices %ithout $ea#in their office or ho!e' +0 Fe8er !a%%le%. Custo!ers donKt ha#e to face sa$espeop$e or open the!se$#es up to persuasion and e!otiona$ factorsG they a$so donKt ha#e to %ait in $ine' -n$ine ad#ertisin a$so pro#ides a nu!ber of benefits to !ar&eters1 )0 Eui2@ a#=u%tment% t mar@et 2 n#iti n%. Co!panies can Auic&$y add products to their offerin and chan e prices and descriptions'

=2

'0 L 8er 2 %t%. -n?$ine !ar&eters a#oid the e5pense of !aintainin a store and the costs of rent" insurance" and uti$ities' 0hey can produce di ita$ cata$o s for !uch $ess than the cost of printin and !ai$in paper cata$o s' +0 Relati n%!i3 -uil#in$. -n?$ine !ar&eters can dia$o ue %ith consu!ers and $earn fro! the!' 40 Au#ien2e %i<in$. (ar&eters can $earn ho% !any peop$e #isited their on?$ine site and ho% !any stopped at particu$ar p$aces on the site' 0his infor!ation can he$p i!pro#e offers and ads' C$ear$y" !ar&eters are addin on?$ine channe$s to find" reach" co!!unicate" and se$$' -n$ine ad#ertisin has at $east fi#e reat ad#anta es' .irst" both s!a$$ and $ar e fir!s can afford it' Second" there is no rea$ $i!it on ad#ertisin space" in contrast to print and broadcast !edia' 0hird" infor!ation access and retrie#a$ are fast" co!pared to o#erni ht !ai$ and e#en fa5' .ourth" the site can be #isited by anyone fro! any p$ace in the %or$d' .ifth" shoppin can be done pri#ate$y and s%ift$y'

=9

BIBLIOGRAPH: 5e-%ite%. ,shoppers'bi> ) 3('co! 4ebpro!otions'co! ;ahoo'co! Cnet'co! ,busness'co! (icrosoft'co! 4ays'co! Indiainfo$ine'co! Ma$a<ine%.

/usiness %or$d Co!puters today PC (a a>ine )3( Internet Ne%s

=:

EUESTIONNAIRE
Na!e1 YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY ) e1 YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY Se51 YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY Tua$ification1 YYYYYYYYYYYYYYYYYYYYYYYYYYY -ccupation1 YYYYYYYYYYYYYYYYYYYYYYYYYYYYY

A##re%%. HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH
,!ai$1 YYYYYYYYYYYYYYYYYYYYYYYYYYYYYYYY T!i% i% a "ue%ti nnaire a% a 3art f an eff rt t $au$e t!e Online a#9erti%in$ in In#ia0 : ur %in2ere an# ! ne%t 2 3erati n i% eA3e2te#0 1' a8 b8 c8 d8 e8 +' Ho% %ou$d you $i&e to !a&e a purchase" p$ease i#e the ran&in fro! 17!ost fa#orab$e8 to :7$east fa#orab$e8 Direct$y fro! the shop 0hrou h !ai$?order 0hrou h net 0hrou h phone )ny other 7specify8YYYYYYYYYYYYYY 4ith the fa$$in Internet prices fro! *S' 9E an hour to *S' : an hour ho% !any hours %i$$ you surf net in a %ee&' YYYYYY =<

2' 9' :' a8 b8 c8 d8 e8 <' a8 b8 c8 d8 e8 =' B' D' 1E'

Ha#e you e#er used Internet for purchasin X ;es

No No

)re you p$annin to !a&e purchase on net in future'X ;es YYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYY YYYYYYYYYYYYYYYYY Ho% often do you c$ic& on ad#ertise!ent on sitesX E to 1EJ of the ti!e' 1E to +:J of the ti!e' +: to :EJ of the ti!e' :E to =:J of the ti!e' =: to 1EEJ of the ti!e'

4hat &ind of products %ou$d you $i&e to buy on netX P$ease !ention'

Do you fee$ ads on net i#e !ore insi hts of productFser#ice than other !ediaX ;es ;es No No Do you recei#e !ai$ fro! business sitesX Ho% often do you respond to itX P$ease !ention the percenta e' YYYYYY Do you ad#ertise!ent of product is reAuiredX ;es -n$ine 0I (a >ines Ne%spaper T!an@% f r %!arin$ / ur 9alua-le time f r fillin$ f ur "ue%ti nnaire No 11')ccordin to you best !edia of ad#ertise!entX

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