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DECLARATION
I
hereby
declare
that
this dissertation
titled
study
I also declare that this dissertation has not been submitted earlier to
any Institute/organization for the award of any degree or diploma.
Place: Noida
Date:
GUIDES CERTIFICATE
I hereby state that the Dissertation entitled EFFECTIVENESS OF
INTERNET ADVERTISING is the project work carried out by
Mr. Prafull Kumar Sinha under my guidance and supervision.
Place: Noida
Date:
ACKNOWLEDGEMENT
I would also like to sincerely thank all my lecturers and my friends for
their help in completing my project successfully.
Place: NOIDA
Date:
( Prafull Kr Sinha )
EXECUTIVE SUMMARY
Internet is fast emerging as a powerful medium of advertising in the
new millennium. With the number of Internet users increasing manifold, the
new medium is viewed as the advertiser's dream. The Internet is the fastest
growing medium in the 2000s with millions of users and an average
estimated growth of 124% annually.
Internet advertising is becoming a part of some companies
marketing strategy- however it requires new strategies and thinking. The
benefits of Internet advertising is its ability to cover people from different
geographical area with varied tastes and preferences.
This study is
used is convenience sampling. The sample size is 100 selected from the
population of Delhi NCR. The data is collected with the help of
structured questionnaire, which includes open end and close-ended
questions.
Here the Hypothesis Testing is done with the help of the Chisquare test, this is to test the relation ship between the two attributes.
Here the attributes are Features and Effectiveness of Online
Advertisement.
The next step in the research process is Analysis and
Interpretation of the Data collected from the respondents. This Analysis
and Interpretation is done with the help of Graphs and Tabulation, They
are prepared with the help of MS Excel software.
With the help of Analysis and interpretation the findings are drawn
which includes whether consumers are aware of online advertisement, do
With the critical Analysis and Interpretation the Suggestions are drawn
on how to improve Online Advertisement in order to attract much of the
viewership and to increase the purchasing efficiency and also to improve the
Finally a conclusion, where the briefing and the topic aspects is been
THEORETICAL BACKGROUND
Marketing is more than just distributing goods from the manufacturer to
the final customer. It comprises all the stages from creation of the product and
the after- market, which follows the eventual sales, advertising plays a very
important role in this process.
The product or service itself, its meaning, packaging, pricing and
distribution, are all reflected in advertising, which has been called the lifeblood
of an Organisation. Without advertising, the products or services cannot flow
to the distributor or sellers end on to the consumer of or user.
10
the Usenet site in April 1994 and was followed in October by advertising
placements for AT&T, MCI, Sprint, and Volvo on Hot-wired and finally the
idea caught on. The Advertisement grew in sophistication, and today there
are Static, rotating, scrolling, animated, flash and interstitial banner ads al
which are designed to generate traffic, increase brand awareness and
generate leads and sales.
Internet companies were founded on advertising revenues, and for some
years the companies prospered.
Rate depended on: i.
ii.
iii.
iv.
11
additional
copies of
magazine,
or
to
create
and
direct-mail pieces.
2. Hot demographics - The online community is more affluent, better
educated, and younger and more willing to spend than the population at
large. More and more people go online and the number is ever increasing.
3. Targeted messages - Unlike broadcast and print media, the Internet
allows advertisers to target exactly who will see their ads, and in what
context. Web publications serve every conceivable audience, from the massmarket obscure niche groups. Beyond that, the technology leads target
customers by their computing platform (PCs or Macintoshes), Web browser
(specific versions of Netscape Navigator or Microsoft Internet Explorer),
domain type (. com, .edu, .gov, .mil, or .net) or individual domains (America
Online, IBM, Prodigy).
4. Broad and flexible reach - While the Net cannot yet match
television's market penetration, the size of the online audience is growing very
quickly. More importantly, because you buy online ads by the impression, you
can buy as much or as little of that audience as you desire. And that's true no
matter how popular or specialized the site on which your ads run- as a rule,
advertising costs depend on how many impressions you buy, not on the size
of a site's audience.
12
not every
advertiser
knows
what
to
do
with
it.
Over a
13
14
600
198
450
Operational ISPs
250
Cities covered
400 approx.
12200 approx.
Internet subscribers
4.2 million
65 approx.
1,150,000
Rs.6000 crore
Estimated investment
Equipments by ISP
made
on Rs.2500 crore
100+
100
15
Month Year
Aug-95
Mar-96
Mar-97
Mar-98
Mar-99
Mar-00
Mar-01
Mar-02
Mar-03
Mar-04
Mar-05
8
7
6
5
4
3
2
1
0
2000
2001
2002
2003
2004
2005
16
techniques, sites are becoming more tailored to meet once need and want.
can be designed to appeal to the specific needs and wants of the target
audience. The interactive capability of the net makes it possible to carry on
one-to-one marketing with increased success in both the business and the
consumer markets.
3. Interactive Capabilities: - The interactive nature of the web leads
to a degree of customer involvement. Site visitors are already interested
enough in the company and/ or products to visit.
4. Information access: -
17
6. Exposure: -
www (world wide web) enables them to gain exposure to potential customers
that heretofore would have been impossible. For a function of the investment
that would be required using traditional media, companies can gain national
and even international exposure in a timely manner.
7. Speed: - For those requiring information on a company, its
products, and /or its service offerings, the Internet is the quickest means of
acquiring this information.
Disadvantages of Internet
1. Measurement problem: - One the greatest disadvantage of the net is
the lack of reliability of the research numbers generate. A Quick review of
forecasts, audience profiles, and other statistics offered by research providers
will demonstrate a great deal of variance leading to a serious lack of validity
and reliability. One of the industry's largest and most sited trade publication
has written an expose of a heavily sited Internet research company, referring
to the number it provides as "scary" feathers have stressed concern over the
fact that most sites figures or not audited, which mainly to rampant cheating in
the respect of the number reported.
2. Audience characteristic: - Due imparts to the accelerating growth of
the net, audience characteristic change quickly. Numbers reported may be
completed quickly and are often vary from one provided to the next.
18
for the cost of maintaining a site is considered "worldClass " was prohibitive and one of the reason for abandoning its E-commerce
efforts.
5. Limited production quality: - Although it is improving, net advertising
does not offer the capability of many competitive media for a production
standpoint. While the advent of advanced technologies and rich medium is
narrowing the gap, the net still lags behind some areas.
6. Poor reach: - While the Internet numbers are growing in leaps and
bounds, its six is still far behind that of television. As a result, interest
companies have turned to traditional medium to achieve reach and
awareness goals. In addition statistics says that only a small percentage of
sites on the Internet are captured and that the top 50 sites listed account for
95 percent of the site visited.
prefer to get the information of the products or services with his own language
but the advertiser has no option than to advertise in one single language
which is a major disadvantage.
19
Given below is the comparison between Traditional and Web Advertising that
will signify the importance of in today's world.
Traditional Advertising
Web Advertising
high
relatively low
substantial
Limited interactivity exists, if at all
20
received
audience
21
22
1. The sample size is limited to 100 Internet users hence the result of the
study cannot be taken as universal.
2. Findings of the survey are based on the assumption that the respondents
have given correct information.
3. Since the respondents had to fill the questionnaire while busy with their
hectic schedule, many people were reluctant to answer.
4. The study was conducted only in Delhi NCR and therefore, several
other potential samples outside the city were neglected
23
REVIEW OF LITRATURE
Purpose:
Review of literature refers to identifying already existing literature in
the area of consumer behavior and marketing strategies, to find out what
contribution has already been made so that it can serve a valuable base for
further expanding the literature. the researcher while choosing the relevant
literature of this study, has taken extreme care not to omit any literature
pertaining to the effectiveness of Online advertisement The chapter revolves
around the various relevant literatures screened to formulate the subject
matter of the proposed study
Methodology
For the purpose of literature survey, a sample survey was adopted
through the Structured Questionnaire, and information was gathered by those
who had conducted study, The information was also searched in libraries in
various reports, journals and internet sites were also scanned for the
authenticities of the subject matter.
24
METHODOLOGY
Thomas Kinnear
convenience and
judgment
25
Primary Data
The primary data was generated through extensive use of a structured
questionnaire, which had both the open end and close-ended questions. They
were conducted in Delhi NCR and the data collected was used for the
26
DATA PROCESSING
Collected data was Analyzed and tabulated with the help of MS Excel
and then they have been presented in the tables and Graphs in this report.
These are the basis for drawing the appropriate conclusion for this project.
Areas Covered
BTM Layout
th
Jayanagar 4 Block
Koramangala
27
INDUSTRY PROFILE
new millennium. With the number of Internet users increasing manifold, the
new medium is viewed as the advertiser's dream. The Internet is the fastest
growing medium in the 2000s with millions of users and an average
estimated growth of 124% annually.
It has great potential as an advertising medium. Online advertising
offers the advantage of reaching and interacting with the target audience,
irrespective of geographical barriers, in real time. Internet offers the flexibility
of two-way communication, through feedback and interaction in real time.
Online advertising presents the flexibility of moulding the campaign in
response to the effectiveness in real time.
Internet advertising is becoming a part of some companies
marketing strategy- however it requires new strategies and thinking. The
benefits of Internet advertising are its ability to cover all
Promotional objectives from awareness to action by leveraging all
Five Elements in the promotion mix. The Internet is also a highly
28
selective, cost effective media with greater measurability than any other
media.
Despite higher global reach Internet is not yet a local mainstream
media. The Internet offer companies targeting well-educated, innovative,
affluent males or students great potential for success as their segments
are highly represented. Products with high information intensity and high
buyer involvement are also appropriate for Internet promotion due to its
large information capacity at low costs. Its distribution opportunity is
especially suitable for the increasing channel of mail order products
Low product fit or low audience fit companies can benefit by
building a brand image to establish a user link or simply to learn about
interactive media. Traditional advertising is consumed passively, yet on
the Internet, users have to actively select an advert. This changes the
way advertisers generate and retain customers. To persuade visitors to
revisit and spend time on the website, advertisers must fulfill real
customer needs on a continuous basis. This requires clear objectives
and targeting. Informative quality content, advertisement with interesting
entertainment or direct sales possibilities can add value to the customer.
differentiate
and
customize
to
achieve
advertising
29
The advertisers ideal is the best possible reach within a welldefined audience (selectivity) with good possibilities of feedback and low
costs, while mass communication often forces the advertiser to accept
high reach with a low selectively and no feedback opportunities in order
to achieve a reasonable cost-effectiveness. The following criteria
evaluate the effectiveness of the different media.
They may be new concepts right now but will be most essential part
of business world in near future. In fact, the future we are talking about is
already here! And to survive in this cutthroat competition, sooner your
organization enters cyber world, better - because in cyber world, it's always a
one-way traffic, no looking back but just zooming ahead - at lightning speed!
30
PRODUCT PROFILE
These are small rectangular graphic images that usually have a call to action
(Like "Click here"). These banners are placed on other high traffic web sites
like Yahoo, AOL etc so as to get an opportunity To See (OTS). They can be
placed at the top or bottom of a page. Or anywhere you like them to be.
Interstitial
Another model of Web advertising - A short-lived, usually animated ad that
pops up in the browser window for about 5-10 seconds while a page is
downloading and then disappears.
Inline Advertisements
Inline ads provide a way for sponsors to generate leads or deliver rich brand
building messages. Similar to print adversarial, inline ads integrate within site
content, ensuring that a site visitor will see them for sure. Example: When you
search using Metacrawler and get results, you will see such inline ad inbetween search results.
31
Pop-Up Windows
32
Ads on Chat
Chat is a service available on the net for two or more people to converse with
one another through their keyboards. Companies that offer these chat
services for free, earn their revenue from advertisements that are displayed to
everyone using these chat services.
So, Web marketing and e-Business, both are new concept of doing the
business and are inter-combined and are irreplaceable part of the cyber
world.
The Government initiatives
The Government has taken key initiatives over the past few years to create
an environment that is conducive to E-commerce activity. These include the
following
33
34
looking for and if they had trouble finding it. The trick is to look for patterns.
The researcher, the comparison shopper and the buyer all have their
own traffic patterns, and its up to you to serve them according to their needs.
If people are always clicking from the product page to the warranty page and
back, its good stewardship to put the pertinent information on the product
page and save them a click. Watch where they go and then do what you can
combination of recency and frequency. Its great that somebody came to your
site 10 times in one day, but if that day was six months ago, it wont do you
any good. The most desirable recency-frequency tally is different for different
types of sites. If your name is Yahoo! or AOL, then you want all the people, all
the time. If your Web site is located at http://www.urnsandcaskets.com, you
may feel a little people who come back day after day and stay a while.
Identifying prospects
Identifying what pattern is the best indication of imminent procurement
which depends upon the Review of the site path taken by those who
completed the purchase and watch for it again. Your site can make special
offer when a potential customer visits a certain number of times or looks at
particular pages. And then you can go one step further, called Genialitys a
35
clever software that will determine the fewest attributes common to those who
performed the desired act (purchase, register, subscribe, etc.). It shifts
through mountains of data about your customers so you can more quickly
recognize the ones who are statistically most likely to buy, and it can tell you
which offer is the one most likely to make that sale.
Taking all this into the consideration one can manage their site
measurement of effectiveness.
sites.
Ad view - An ad view, synonymous with ad impression, is a single ad
that appears (usually in full view without scrolling) on a Web page when the
page arrives at the viewers display. Ad views are what most Web sites sell or
prefer to sell. A Web page may offer space for a number of ad views. In
general, the term impression is more commonly used.
Affiliate marketing - Affiliate marketing is the use by a Web site that
sells products of other Web sites, called affiliates, to help market the
products. Amazon.com, the bookseller, created the first large-scale affiliate
program and hundreds of other companies have followed since.
Bandwidth - The amount of information that can be transmitted over
communications lines at one time. The higher the bandwidth, the faster the
Web page loads. Limited bandwidth is the main reason for keeping pictures
small. Just as it seems we will never have fast enough computers, it feels like
we will never have enough bandwidth. The amount of research and
development money being thrown at this problem should yield surprising
results before long.
36
37
paid by an advertiser for a content site displaying their banner 1,000 times.
CPS - Cost Per Sale. The price paid by an advertiser to a content site
for each sale that results from a visitor who is referred from the content site to
the advertisers site. This type of buying model is typically tracked with
cookies, where the cookie is offered on the content site and read on the
advertisers site at the success page after successful completion of one
transaction/sale. Typical rates/bounties range between 5% and 25% of the
retail price of the product or service being sold. See also CPA above.
Cookies - Client-side text file that is used by Web servers to store
information about the site visitor and visitor behavior. Information pertaining to
a site can only be ready the side that wrote the information. Used to identify
38
gross impressions per month (or clicks if the publishers is selling on a Cost
Per Click rate model) available for sale to advertisers by a Web publisher.
Link - A hypertext connection between two documents, image maps,
banner gets.
Run-of-network - A run-of-network ad is one that is placed to run on
all sites within a given network of sites. Ad sales firms such as Latitude90
handle run-of-network insertion orders in such a way as to optimize results for
non-featured ad spaces on a site. CPM rates for run-of-site ads are usually
less than for rates for specially-placed ads or sponsorships.
Spam - Originally posting an ad to multiple newsgroups, now used
to describe unsolicited email advertising. Named after a skit by Monty Python,
spam is one marketing and advertising technique to avoid at all costs
Unique visitor - A unique visitor is someone with a unique address
who is entering a Web site for the first time that day (or some other specified
period). Thus, a visitor that returns within the same day is not counted twice.
A unique visitors count tells you how many different people there are in your
audience during the time period, but not how much they used the site during
the period.
View - A view is, depending on whats meant, either an ad view or a
page view. Usually an ad view is whats meant. There can be multiple ad
views per page views. View counting should consider that a small percentage
of users choose to turn the graphics off (not display the images) in their
browser.
39
Visit - A visit is a Web user with a unique address entering a Web site at
some page for the first time that day (or for the first time in a lesser time
period). The number of visits is roughly equivalent to the number of different
people that visit a site. This term is ambiguous unless the user defines it,
since it could mean a user session or it could mean a unique visitor that day.
40
HYPOTHESIS
It is usually considered as the principal instrument in the research, it
may be defined as a proposition or a set of propositions set forth as an
explanation for the occurrence of some specified group of phenomenon either
asserted merely as a provisional conjecture to guide some investigation or
accepted as highly probable in the light of established facts.
Testing of hypothesis
Techniques of hypothesis testing are used if we have an idea about
the value of the parameter in question. The modern theory of probability plays
a vital role in decision making and the branch of statistics with helps in
arriving at the criteria for such decision is known as testing of hypothesis.
Chi-square Test
Chi-square test statistically determines significance in the analysis of
frequency distribution. The logic involved in the chi-square test is that of
comparing the observed frequencies and the expected frequencies. It is
called a non-parametric test because it is based wholly on sample
observations and does not require any value corresponding to a population
parameter it is defined as Chi-square test
Null Hypothesis: H0
It asserts that there is a significant influence of features of Online
Advertisement on the effectiveness of online Advertisement.
41
Alternative Hypothesis: H1
There is no significant influence of features of online Advertisement on
the Effectiveness of online Advertisement.
Significance Level:
The critical probability in choosing between the null and alternative
Degree of Freedom:
It refers to the number of observations that can be varied without
changing the constraints or assumptions associated with a numerical system.
TABLE 6.1
Yahoo Rediff
Creativity
Attractiveness
Information
Accessibility
Total
Sify
MSN
Total
16
13
24
3
2
5
1
4
3
3
1
2
23
20
34
19
72
2
12
2
10
0
6
23
100
42
TABLE 6.2
O
16.00
3.00
1.00
3.00
13.00
2.00
4.00
1.00
24.00
5.00
3.00
2.00
19.00
2.00
2.00
0.00
E
(O-E) (O-E)2 (O-E)2/E
16.56
-0.56
0.31
0.02
2.76
0.24
0.06
0.02
2.30
-1.30
1.69
0.73
1.38
1.62
2.62
1.90
14.40
-1.40
1.96
0.14
2.40
-0.40
0.16
0.07
2.00
2.00
4.00
2.00
1.20
-0.20
0.04
0.03
24.48
-0.48
0.23
0.01
4.08
0.92
0.85
0.21
3.40
-0.40
0.16
0.05
2.04
-0.04
0.00
0.00
16.56
2.44
5.95
0.36
2.76
-0.76
0.58
0.21
2.30
-0.30
0.09
0.04
1.38
-1.38
1.90
1.38
Total
7.17
From the above calculated table it is clear that the Calculated value is
7.17 and the table value at 5% significant level is
43
TABLE No-6.3
Table showing Gender Classification
Gender
No Of
Respondent
Percentage
Male
67
67%
Female
33
33%
Total
100
100%
GRAPH No-6.1
Number of Respondent
33%
Male
Female
67%
44
TABLE No-6.4
Table showing Age Classification
AGE
Group
Below 20
No. Of
Respondent
20
Percentage
20%
20-25 35
35%
25-30 35
35%
Above 30
10
10%
TOTAL
100
100%
years.
This states that the advertisement should target more of the Young
netizens to increase the awareness of their products or services which in turn
45
GRAPH No-6.2
10%
20%
Below 20
20-25
25-30
Above 30
35%
35%
46
TABLE No-6.5
Table showing the Occupation of Respondent
OCCUPATION
No. Of
Respondent
Percentage
Student
40
40%
Employee
25
25%
Self Employed
25
25%
Others
10
10%
Total
100
100%
Students to promote their Ads and influence them in increasing their sales
Activities.
47
GRAPH No-6.3
10%
40%
25%
Student
Employee
Self Employed
Others
25%
48
TABLE No-6.6
Table showing the Frequency and Duration spent in Surfing
No of
Less than 1 hr
1hr - 2 hr 2 hr 3 hr
more than 3 hr
Respondents
Weakly Twice
47
42%
29%
18%
11%
Weekly once
30
27%
40%
23%
10%
Fortnightly
18
18%
39%
27%
16%
Monthly
20%
40%
20%
20%
49
percent of the respondent spent two hour to three hour, and 16 percent of the
respondent spent more than three hour.
GRAPH No-6.4
Frequency and Duration Spent in Browsing
45%
40%
35%
30%
Weekly Twice
Weekly Once
Fortnightly
Nonthly
25%
20%
15%
10%
5%
0%
50
TABLE No-6.7
Percentage of Respondents checking Online Advertisement
Particulars
Checking
Online Ads
Yes
55%
No
45%
Total
100%
GRAPH No-6.5
Percentage of Respondent checking online
Advertisment
70%
60%
50%
40%
30%
20%
10%
0%
Yes
No
51
TABLE No-6.8
Various Aspects for Surfing
Reasons for
Checking
Advertisement
Purchasing
Percentage
22%
Entertainment 35%
Financial loans
Academic
14%
9%
Jobs 20%
As observed from the Above table and Graph it clearly indicates that
main aspects of surfing the web is for Entertainment purpose which comes to
35%, followed by Purchasing i.e. about 22%, jobs related sites which is nearly
20%, Only then comes of the respondent. Finally Academic and jobs with
This clearly indicates that even if the Respondents are aware of online
Advertisements they view mainly for entertainment than for Purchasing of the
Products or Services.
52
GRAPH No-6.6
Advertisement
Purchasing
Entertainment
Financial loans
Academic
Jobs
53
TABLE 6.9
Respondents Ranking their preferred Site
SITES
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Yahoo
72%
6%
3%
0%
0%
Rediff
12%
36%
26%
9%
5%
Sify
10%
27%
30%
16%
12%
MSN
6%
18%
22%
27%
29%
Indiatimes
0%
13%
19%
48%
54%
100%
100%
100%
100%
100%
Total
the advertiser could go for Rediff which is Ranked 2 , and other sites are less
preferred compared to these top two sites.
54
GRAPH No-6.7
Respondents Rank of their preferred sites
80%
70%
60%
50%
40%
30%
20%
10%
Rank 1
Rank 2
Rank 3
Rank 4
im
es
Indiat
MS
N
Red
if
Ya
ho
o
0%
Si
fy
Rank 5
55
TABLE No-6.10
No of Respondents purchased Online
Particular
No Of
Respondent
Percentage
YES
47
47%
NO
53
53%
GRAPH No-6.8
43%
57%
YES
NO
56
TABLE No-6.11
Various products and services purchased online
Particulars
Percentage
28%
Travel Booking
21%
18%
Mobile Phones
14%
Software
Computer
peripherals
12%
7%
57
GRAPH No-6.9
7%
12%
28%
14%
18%
21%
58
TABLE No-6.12
No. Of Preference and non Preference to purchase
Online
Gender
No of Respondent
Not purchased online
Prefer to Purchase
Online
Do not Prefer to
Purchase
online
Male
Female
23
34
18
26
The above analysis clearly shows that even though the number of
respondents who has not purchased through the Internet are more, but would
prefer to do so in the future, there are very few percentage of people who do
not prefer to purchase online. so there seems to be an opportunity that has to
be tapped.
59
GRAPH No-6.10
35
30
26
25
23
MALE
20
18
FEMALE
15
10
8
5
5
0
No of
Respondent
Prefer to
Purchase
Donot Prefer to
Purchase
60
TABLE No-6.13
Reasons for non- preference to purchase Online
Reasons
Safety
Privacy
High Risk
Registration Process
Total
No of respondent
4
3
2
4
13
Percentage
31%
23%
15%
31%
100%
61
GRAPH No-6.11
Registration
Process
15%
High Risk
23%
Privacy
31%
Safety
0%
5%
10%
15%
20%
25%
30%
35%
62
TABLE No-6.14
Respondents Responding to online Advertisement
Particulars
Percentage
Yes
36%
No
48%
Sometimes
16%
63
GRAPH No-6.12
16%
36%
Yes
No
Sometimes
48%
64
TABLE 6.15
Types of Ads respondents like to see
Flash ads
Pop ups
Questionnaires
30%
26%
10%
GRAPH-6.13
35
30
25
20
flash ad
pop ups
questionnaire
Ads that run through
15
10
questionnaire
pop ups
flash ad
65
Most of the internet users are in the age group of 20-30years with 35%
which indicates that youngsters are using more net than that of the
other community.
Most of the student community use internet more than that of the other
occupation as it is a means of entertainment so the advertiser should
target the student community to influence their effectiveness
Compared to that of the students self-employed business people
browse more for purchasing products and students browse more for
information and entertainment.
Almost 60% of the people who browse the Net check t online Ads while
browsing only if they are interesting and informative
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The study clearly stated that most of the internet users surf for
entertainment and information rather than for purchasing on the Net
Internet with such high penetration still 53% of the respondents have
not purchased any products or services online
Most of the respondents who have purchased online have not involved
themselves in purchasing frequently and even the cost of the purchase
is also too low where it do not involve much risk.
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Recommendations
Go International with multiple language:
Offer your web site in multiple languages. Like many sites come in
Dutch, Spanish, Slovene, French, Czech, German, Russian, and Italian.
Translation service on websites is also good which will help retain customers.
Use of multi-media
As we have seen the potential for banner and Internet ads, informative
and creative ads are also preferred therefore hot new designs and innovative
sales concepts should be developed. Obviously, the biggest bridge to cross is
download time. If a little radio-like audio message that plays from your site
upon a click of mouse or a T.V-mini commercial that plays at your banner on
click of a mouse, it will be much more effective and interesting.
Use Banner Ads that Give Viewers Chance to Interact with
Banners
Interactive banner designs can be used wherein the client can print
out a product sheet from the banner itself, order a product through a secured
order form on the banner itself, click which button he prefer and be directed to
a specialized product marketing page.
Free offers
The word free is just as effective in advertising online as it is offline. By
sponsoring a freebie, a simple name submission drawing can also get
viewers to go through ads in the process they become aware of the
advertisement.
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Sponsor a contest
People love to win ANYTHING! Offer your product or service as a
prize. When a winner is selected, their name web address and a link to the
name and e-mail address it acts as a reference that is easy and quick. Keep
the testimonials to one or two sentences and keep it simple.
Target Audience
Keep your target audience in mind. Business people aren't going to
have the time or inclination to participate in game-type ads. On the other
hand, teenagers love them. If your target group is younger people, games
might be the thing for you. Design your ad to meet the preferences of your
target customer.
Include statistics
When you make a sales claim, back it up with information, including
statistics. You might say, "Our saucepans have a non-stick coating that's
guaranteed for life. In actual, in-home testing, food did not stick to our
saucepans 98.3% of the time."
Provide content on your site
As you surf the Web take note of information that supports your
advertising claims. Surveys, research, reports, testimonials, etc. can all
provide valuable information that could move a customer from the point-ofdecision to the point- of-purchase.
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as a big incentive.
Few tips that will help in making a connection with the clients:
1. Use you or your instead of we or us.
2. Include personal examples rather than general examples. If writing to
business with.
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CONCLUSION
Is Advertising on the Internet a viable option? I have looked at this
question in terms of effectiveness, profitability, and marketing methods.
Internet advertising offers increased awareness of companies, an easy
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Questionnaire
Effectiveness of Online Advertisement
NAME
:
Gender
1. AGE GROUP
Male
Below 20
25-30
2. Occupation
Female
20-25
Above 30
:
Student
Employee
Self Employed
Others
No
No
1hr
>1hr
No
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Entertainment
Financial loans
Academic
Others
Jobs
9. Which Sites consist of more ads
Yahoo
Rediff
Indiatimes
Sify
msn
Others
No
No
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No
20. Does the Online Ads interfere in your work while browsing
Yes
No
21. Have you made any purchases after seeing these Ads
Yes
No
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