A RESEARCH REPORT ON

EFFECTIVENESS OF INTERNET ADVERTISING

A DISSERTATON SUBMITTED FOR PARTIAL FULFILMENT OF THE

PGPMM DEGREE FROM ISB&M, NOIDA

BY

PRAFULL KUMAR SINHA

ROLL NO. 06
POST GRADUATE PROGRAMME IN MEDIA MANAGEMENT (2008-2010)

Under the guidance and supervision

Of
Prof. PRIYANKA AHUJA
INTERNATIONAL SCHOOL OF BUSINESS & MEDIA

NOIDA

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 DECLARATION

I hereby declare that this dissertation titled a study

onEFFECTIVENESS OF INTERNET ADVERTISING is the result

of my own research work carried out under the guidance and supervision

of PROF. PRIYANKA AHUJA, of International School Of

Business & Media.

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: ( Prafull Kumar Sinha )

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 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 (Prof. Priyanka Ahuja)

Date:

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 ACKNOWLEDGEMENT

I am happy to express my gratitude to my elder brother MR. PRAMOD KUMAR

SINHA(Asst. Engineer, Honeywell International) for many valuable ideas
imparted to me for my project.

I extend my sincere thanks to Professor PRIYANKA AHUJA

International School Of Business & Media, Noida for providing me All the
Information required and the guidance throughout the project without which this
project would not have been possible.

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 )

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 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 descriptive study and the sampling technique here 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 Chi- square 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.

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 With the help of Analysis and interpretation the findings are drawn which
includes whether consumers are aware of online advertisement, do online
advertisement effect their purchase behaviour.

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 methods of online
advertisement.

Finally a conclusion, where the briefing and the topic aspects is been given
with few suggestions, finally concludes the Project Report.

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 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.

The need for advertising developed with the expansion of population and the
flow of towns with their shops and large stores, mass production in factories,
infrastructure to deliver goods & services and increasing level education. Advertising
grew with the development of media, such as the coffeehouse, newspapers and the
arrival of advertising agencies.
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Definition: - The institution of practitioners in advertising defines "advertising
presents the most persuasive possible selling message to the right prospects for the
product or service have the lowest possible cost".

What is Online Advertising

On line advertising is similar to other forms of communication except for one critical
difference that is Internet. Consumer behaviour follows a model radically different
from traditional advertising media. This model can be explained as the progression
'Awareness - Interest - Desire - Action'. All these activities occur simultaneously in
Internet advertising. Online advertising entails, placing of electronic messages on a
web site or email platform which achieves the following purpose-

Generates awareness for the brand.

Stimulates interest /preference for a product or service.
Provides the means to contact the advertiser for information or to
make a purchase.

History of Internet Advertising

Advertising has faithfully served the print industry for 200 years, and was applied to
the Internet with every expectation of success. Web advertising began with Center and
Siegegls in famous Green Card Lottery message on 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.

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Internet companies were founded on advertising revenues, and for some years the
companies prospered.
Rate depended on: -
i. The Type of advertisement.
ii. Where it appeared on the WebPages.
iii. How it integrated with content.
iv. How well it matched the advertisers target audience

Online advertising has to offer:

1. Scalability - Like television commercials, it doesn't cost very much to increase

the reach of an online ad campaign. There is no need to print
additional copies of a magazine, or to create and mail 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 mass- market 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
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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.

5. Cost-effective - Partly because you pay only for exactly what you're getting,
online advertising can be extremely competitive with other forms of advertising. If you
buy 1,000 ad impressions, for example, you know that exactly 1,000 people will see
your ad.

6. Detailed tracking and measurement - Compared to online advertising,

traditional media advertising is like shooting in the dark. The Web allows advertisers
to gather detailed information on who saw an ad, when, in what
context, how many times and so on. Better still; you get this
information instantly, not weeks later when it's too late to adjust your campaign. Of
course, not every site currently provides this level of feedback,
and not every advertiser knows what to do with it. Over a period
of time, however, this is likely to become one of Web advertising's most important
competitive advantages.

7. The ability to extend the transaction- Traditionally, advertising was a one-way

mechanism. Apart from techniques like toll-free numbers pitched in infomercials and
mail-in coupons in print publications, there was no way for customers to act on the

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information in the ad. On the Web, though, interested customers can click, learn
more, and actually buy on the spot.
There's simply nothing more powerful.
8. Good Creativity - Creative Design of Home page is very important for the
surfer to get hooked on to the site. Within seconds the user should get an idea about
the site and where to go within it. If the opportunity is missed the user many never
return.

Hence Content is King Content is the most important element of a

site. Content rich Web pages lure users. The value on the web is information. The
beauty and challenge of the Web is that it gives the user, the ability to personalize
non-static information and choose exactly what she sees.

Unlike commercials or print ads, a Web ad banner is only the beginning of

the process. While your banner may present only your branding message,
interested prospects can always click on it to go directly to your Web site. Once
there, they can access as much material on your company and products as you care
to present.

Graphics & the visual elements also play an important role in the users
decision to stay or leave. Use of creative concepts, colors, movement & sound
enhance the chances of the user staying longer on the site.
In addition to all this the creators of web sites & on line advertising must take
into consideration the factors like
a) How fast does the site download,
b) How easily navigable the site is,
c) What is the domain name,
d) What are the other publicity & advertising activities which building traffic to
the site?
If all such parameters are considered while selecting the web sites for online
advertising, the impact of such advertising will definitely be felt. Online advertising is
one medium, which helps to generate awareness about the brand being advertised, it
can help in creating an image, it helps in educating the audience and also builds 2
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interactivity & direct response. No other traditional medium has the ability to give all of
this.

We are still at the experimental stage but many clients have already started
allocating a budget towards online advertising & web is being considered not only as
an advertising medium but also as a marketing tool. Hence online advertising,
though slow to take off, will definitely be a medium of the future.

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 INTERNET INDUSTRY IN INDIA A SNAP SHOT

ISP Licenses issued 600

ISP Licenses surrendered 198

Existing ISP Licensing 450

Operational ISPs
250

Cities covered 400 approx.

Cyber cafs/Public access kiosks 12200 approx.

Internet subscribers
4.2 million

Operational international gateways 65 approx.

Estimated Employment Provided

1,150,000

Total investment made on ISP

Rs.6000 crore

Estimated investment made Rs.2500 crore

on
Equipments by ISP

Approval for setting up ISP

100+

ITSP licensing issued

100

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 Growth of Internet Subscriber Base in India

Month Year
Subscriber base (in millions)
Aug-95 0.01
Mar-96 0.05
Mar-97 0.09
Mar-98 0.14
Mar-99 0.28
Mar-00 0.9
Mar-01 3
Mar-02 3.2
Mar-03 4
Mar-04 4.2
Mar-05 7.2

8
7 2000 2001 2002 2003
2004 2005
6
5
4
3
2
1
0

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Advantages of Online Advertisement

1. Target Marketing: - A major advantage of the web is the ability to

target very specific groups of individuals with a minimum of waste coverage.
In the consumer market. Through personalization and other targeting techniques, sites
are becoming more tailored to meet once need and want.

2. Message Tailoring: - As a result of precise targeting, messages 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: - Perhaps the greatest advantage of the

Internet is its availability as an information source. Internet users can find a
plethora of information about almost any topic of merely by conducting search
through one of the search engines. Once they have visited a particular site, uses
can garner a wealth of information regarding product specification, costs,
purchase information, and so on. Links will direct them to even more information
if it is desired.

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 5. Creativity: - Creatively design sites can enhance company's image
leading to repeat visits, and positively position the company or organisation in the
consumer's mind.

6. Exposure: - For many seller companies with limited budget the 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.

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 3. Web Snarl: - At times, downloading information from the net takes a long time.
When there are a number of users, the time increasing and some Sites may be inaccessible

due to too many visitors. For many users who expect speed, this is a major

disadvantage.

4. Costs: - The cost of doing business on the MAT continues to increase. While it
is possible to establish a site in expensively, establishing a good side and maintaining
it is becoming more and more costly. As noted earlier , Levis for the cost of maintaining a
site is considered "world-
Class " 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.

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 7. Language: - If I am selling the goods through the media the buyer 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.

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 Given below is the comparison between Traditional and Web Advertising that will
signify the importance of in today's world.
Traditional Advertising Web Advertising

Bound by geography and location The Web market is borderless

Advertisement costs are relatively Web Advertisement rates are relatively

high low

Lead times for implementation are Lead times are virtually non-existent
substantial

Limited interactivity exists, if at all Web marketing is based on high level

of interactivity

Getting customer feedback is a Customer feedback is immediate

painstakingly slow process

Tracking the effectiveness of the Effectiveness can be easily monitored

Advertisement efforts is relatively

difficult

Marketing efforts are restricted by time On the internet, Advertisement can be

carried out 24 hours a day, 365 days a
and space
year
Web advertising is dynamic and
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Traditional marketing is static multimedia supported 2
Traditional advertising does not invoke Web advertising requires the user to
immediate action take immediate action - like clicking on
the banner ad and thus going to your
site to know more of company

Advertisements are passively The user has a high attention level

received while he is on the net. Thus
advertisements get noticed,
remembered, and acted upon

Here, while searching for travel sites,

Advertisements are ubiquitous
ads related to travel agencies are
displayed

Advertising does not target a focused Advertisements are very focused. PC

audience software can be displayed to PC

users, while MAC users are not shown
those ads

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 STATEMENT OF THE PROBLEM:

Is Online advertising effective in influencing the potential Buyers?

Internet is one of the important mediums that own all kinds of features,

which implies a great potential and powerful advertising medium in the future.

In addition, Internet has a better impact than traditional media in the features

like Format Variety, Affinity, and Preservability. Furthermore, Internet is the

only medium so far which owns the feature of interactivity. That creates lots of

new communication opportunities and possibilities that were unable to be

achieved in the past because of the limitation of media technologies. In spite

of these whether the online advertisement is effective in influencing the

Potential Buyers in modern era.

OBJECTIVE OF THE STUDY:

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

To assess the effectiveness of online advertising on purchasing behaviour.

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

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 LIMITATIONS OF THE STUDY:

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

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 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

To broaden the perspective about the research work

To gain new and varied ideas
To acquire more knowledge along with the direct experience
To know the current issues with respect to the research area

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 To spot the area which have not been covered

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.

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METHODOLOGY

DEFINITION OF RESEARCH DESIGN:

It is a basic plan, which guides the data collection and analysis phases
of the project. It is a frame work, which specifies the type of information to be
collected, the resources of data collection procedure.

- Thomas Kinnear
 A research design is a market plan or model for conduction a formal
investigation. It is a specification of methods and procedures for acquiring the
information needed for solving of any problem.

Research design is the strategy for a study and the plan by which the
strategy is to be carried out. It specifies the methods and procedures for the
collection, measurement and analysis of data. Unfortunately, there is no simple
classification of research designs that covers the variation found in practice.

Sampling Method

The sampling procedure used was convenience and judgment

sampling, as in questionnaire were administered at places like the residents,
cyber center, Office and colleges in Delhi NCR.

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 Tools for data collection

Interaction with Respondents was in the form of face-to-face interviews

and with the help of questionnaire. The questionnaire consisted of a set of questions,
asked to the respondent for his/her response, the questionnaire was structured and
non-disguised. It was done in a prearranged order and the object of the research was
revealed to the respondent. The questionnaire consisted of combination of open

ended and close-ended question.

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 purpose of analysis
and interpretation.

Secondary Data

The second data was collected from the following sources: Books

Magazines

Website

Journals

(Details are given in the Literature Review at the Report)

Sample Size

A total of hundred respondents were interviewed during the survey, The input
from these respondents which was collected in Delhi NCR formed the primary data
for the study.

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 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
Jayanagar 4 Block
th

Koramangala

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 INDUSTRY PROFILE

"Advertising is the ability to sense, interpret . . . to put the very heart throbs of a business
into type, paper and ink."

- Leo Burnett

This statement quoted by Leo Burnett a few decades ago still holds ground as
strongly as it did back then. Perhaps, with the new medium called the Internet, we can
substitute type, paper and ink with site, page and link.

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.

It has great potential as an advertising medium. Online advertising offers the

advantage of reaching and interacting with the target audience, irrespective of
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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

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.
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 The commercial industry is going through a rapid and radical development
from the 2000's. Growth in disposable income, increased purchase information
and alternative service and product offerings have expanded the customers
bargaining power. Todays advertiser must individualize, differentiate and
customize to achieve advertising effectiveness. Targeting and building a
relationship with customers on an individual basis is essential to be a successful
advertiser in the 2000's.

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 The advertisers ideal is the best possible reach within a well-
defined 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!
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PRODUCT PROFILE

Some of the important products offered by Web Advertising are listed

below:

Web banner and panel ads

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.

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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 in-
between search results.

Pop-Up Windows

A pop-up window delivers the advertisement in a new window on top of the site
content. When you visit Homepages on Tripod.com or Geocities.com
(Advertisement supported free homepage sites), a secondary window
automatically pops up continuously rotating advertisement of sponsors.

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Website sponsorships

Here, the entire Website is sponsored by an advertiser. These sites are

usually content or service based and has a very high traffic because of their
utility value.

Classifieds

Similar to classifieds in the real world, advertisers in Cyberspace can pay for
their advertisements to be listed in online classifieds. From products and
services to headhunting and matrimonial, any subject is covered.

Mailing list ads

Mailing lists are e-mails sent to group of subscribers at regular intervals

focusing on a particular topic. These e-mails can contains tips, hints or even
jokes for free and are sustained by advertisements that are interspersed
throughout the body of the e-mail. Ads are usually in 6-8 line of text instead of
graphics and animations like banner ads.

Ads on Chat

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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

Announcement of the Information Technology Act 2002, which put

in place a cyber, law regime in the Country.

Announcement of the ISP policy for the entry of private Internet

service providers in November 1998

Permission to private ISPs to set up international gateways.

Permission of Internet accesses through cable TV infrastructure.

Initiation of the setting up of the National Internet Backbone.

Announcement of the national long distance services beyond the

service area to the private area.

Complete non-monopolization of undersea fiber connectivity for

ISP on August 2000.

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 Free Right of way facility with no charge in cash or kind, to
access providers to lay optical fiber networks along National
Highways, State Highways and other roads.

Permission of Interconnectivity of Government and closed user

group (CUG) networks.

The establishment of Public Teleinfo Centers (PTIC) having

multimedia capabilities has been permitted.

100% FDI allowed in B2B e-commerce.

Measuring the Efficiency and Effectiveness of their Site.

What metrics should be consider when calculating the value of the Web
site, or the return on investment? Lets start with performance and availability.
To say that slow pages are the kiss of death doesnt take all the possibilities
into account. When National Semiconductor asked its design engineer
customers about the need for speed, site visitors said that anything more than
eight seconds for a navigation page and 30 seconds for a data sheet was
intolerable.

The Advertiser should also consider the type and number of pages of
their site that visitors look at during a single visit. Are more pages better? When
visitors first arrive and are investigating the depth and breadth of the offerings,
more pages is good. But if they are trying to solve a problem by slogging
through the quagmire of your section of "frequently asked questions" pages
that are intertwined like the roots of swamp trees, more is definitely not merrier.

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Looking for patterns

If the Advertiser make use of cookies to analyze the path of each

visitor, then they can start to make assumptions about what people are 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 to make

their way easier next time.

The final consideration is how often people visit your site a

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

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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 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.

Online Advertising Operational Definition

Advertising Network - A group of websites, which share a common
banner server Typically, a sales organization, which manages the commerce
and reporting. An ad network has the ability to deliver unique combinations of
targeted audiences because they serve your banner or ad across multiple 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.

80
 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.

81
 Click - According to ad industry recommended guidelines from FAST, a click
is 'when a visitor interacts with an advertisement.' This does not apparently mean
simple interacting with a rich media ad, but actually clicking on it so that the visitor is
headed toward the advertisers destination. (It also does not mean that the visitor
actually waits to fully arrive at the destination, but just that the visitor started going
there).
Click streams - The electronic path a user takes while navigating from site to
site, and within site, from page to page.
Click Through - The act of clicking on a banner or other ad, which takes the
use through to the advertiser's Web site. Used as a counter point to impressions to
judge the response-inducing power of the banner. Click Through Rate (CTR) - The
response rate of an online advertisement, typically expressed as a percentage and
calculated by taking the number of click through the ad received, dividing that
number by the number of impressions and multiplying by 100 to obtain a percentage
- Example - 20 clicks / 1,000 impressions = .02 x 100 = 2% CTR
CPA - Cost Per Action. The price paid by an advertiser for each 'action' that a
content site delivers. 'Action' may be a sale, a lead, a successful form fill-out, a
download of a software program or an e-commerce sale of a product. Both the
action, price and terms of a CPA purchase are mutually agreed upon by the
advertiser and content site and such a purchase typically involves a back end
tracking system provided by the advertiser that allows the content site to view clicks
and actions every 24 hours if they choose to do so.
CPC - Cost Per Click. The price paid by an advertiser to a content site. When
buying on a Cost Per Click model, the advertiser and content site have mutually
agreed that the content site will continue to display the advertisers ad creative until
X number of clicks have been delivered - the amount purchased. As with other forms
of online advertising, s dependent on content,
 37
audience reached and targeted delivery - Untargeted being owner priced, targeted to
an affluent audience being at the high end of the rate scale.
CPM - Cost Per Thousand (Roman Numeral) impressions. The price 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 repeat visitors and track
visitor behavior.
Effective Frequency - The number of times an ad should be shown to
one person to realize the highest impact of the ad without wasting impressions on
that individual.
Frequency - The number of times a given person will see an ad in a given
time period. Gross Exposures/Gross Impressions - The total number of times an ad
is shown, including duplicate showings to the same person. Hits - Every time
a file is sent by a server, be it text, graphic, video, and so on, it is recorded as a hit.
Not a reliable gauge to compare different sites, as one page with five graphic
elements will register six hits when viewed, while a page with no graphics will only
register one hit.
Impression - The Opportunity To See (OTS) a banner or other ad by a surfer.
When a page that includes a banner is viewed, it is considered an impression.
Inventory - The amount of available space for banners on a Web site that can be
delivered in a given time period. Also known as the amount of 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,
graphics, and the like.
Page view - When a Web page is requested by somebody through a browser.
Pageviews are often used to track the number of impressions a 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 the buyer

consistent with higher priority ad commitments.

Run-of-site - A run-of-site ad is one that is placed to rotate on all
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

92
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.
 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.

10
4
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 hypothesis.
The exact level of significance is largely determined by how much risk one
variable is willing to take and its effect on the other variable.

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 Sify MSN Total
Creativity 16 3 1 3 23
Attractiveness 13 2 4 1 20
Information 24 5 3 2 34
Accessibility 19 2 2 0 23
Total 72 12 10 6 100

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1
 TABLE 6.2

O E (O-E) (O-E)
2
O-E) /E
2

(
16.00 16.56 -0.56 0.31 0.02
3.00 2.76 0.24 0.06 0.02
1.00 2.30 -1.30 1.69 0.73
3.00 1.38 1.62 2.62 1.90
13.00 14.40 -1.40 1.96 0.14
2.00 2.40 -0.40 0.16 0.07
4.00 2.00 2.00 4.00 2.00
1.00 1.20 -0.20 0.04 0.03
24.00 24.48 -0.48 0.23 0.01
5.00 4.08 0.92 0.85 0.21
3.00 3.40 -0.40 0.16 0.05
2.00 2.04 -0.04 0.00 0.00
19.00 16.56 2.44 5.95 0.36
2.00 2.76 -0.76 0.58 0.21
2.00 2.30 -0.30 0.09 0.04
0.00 Total 7.17
1.38 -1.38 1.90 1.38

From the above calculated table it is clear that the Calculated value is 7.17
and the table value at 5% significant level is 16.92 so this states that accept the
Null Hypothesis

10
4
 TABLE No-6.3

Table showing Gender Classification

Gender No Of Percentage
Respondent
Male 67 67%
Female 33 33%
Total 100 100%

Analysis and Interpretation

As observed from the given table and Graph the sample constitutes of 67%
male respondents and 33% female respondents. There is a quite a lot of difference
between the number of males and females in the sample.
In near future the percentage will definitely increase with the increase in the
Female E-awareness.

GRAPH No-6.1

Number of Respondent

33%
Male
Female
67%

10
1
 45

TABLE No-6.4
Table showing Age Classification

AGE No. Of Percentage

Group Respondent
Below 20 20 20%

20-25 35 35%
25-30 35 35%

Above 30 10 10%
TOTAL 100 100%

Analysis and interpretation

As it can be observed from the given table, the major portion of sample
(35 %) is constituted of people in the age group between 20-25 years, and also
a portion of sample i.e. (35 %) of respondent are in the age group between 25-
30 years, (20%) of the respondent are in the age group below 20 years, and the
rest (10%) of the respondent are in the age group of above 30 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 increases
their sales revenue.

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7
 GRAPH No-6.2

Age Group Of Respondent

10%
20%

Below 20
20-25
25-30
35%
Above 30

35%

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6
 TABLE No-6.5
Table showing the Occupation of Respondent

OCCUPATION No. Of Percentage

Respondent

Student 40 40%

Employee 25 25%

Self Employed 25 25%

Others 10 10%
Total 100 100%

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7
Analysis and interpretation

As seen from the above table and chart, majority of the respondent (40
percent) are college students, (25 percent) are engaged in business. (25 percent) are
employees of various sectors like IT Professionals Charted Accountants, Lawyers,
College Professor. (10 percent) are others constituting housewives & children.
This shows that mainly college students are interested in browsing. So it is
preferable for the Advertiser to concentrate mainly on the College
Students to promote their Ads and influence them in increasing their sales
Activities.

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6
 GRAPH No-6.3

Occupation of the Respondent

10%
40% Student
25% Employee
Self
Employed
25% Others

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7
 TABLE No-6.6

Table showing the Frequency and Duration spent in Surfing

1hr - 2 hr

No of Less than 1 hr 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 5 20% 40% 20% 20%

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6
Analysis and interpretation

From the above table and graph it is clear that 47 respondents browse
weekly twice, 42 percent spent less than one hour. 29 percent of the respondent spend
one hour to two hour. 18 percent of the respondent spent two hour to three hour and
11 percent of the respondent spent more than three hours in browsing.

30 respondents who browse weekly once 27 percent spent less than one hour
40 percent of the respondents spend one hour to two hour, 23 percent of the
respondents spent Two hour to three hour and 10 percent. the respondent spent

more than three hour in Browsing.

18 respondents who browse fortnightly, 80 percent has spent less than one
hour 39 percent of the respondent spend one hour to two hour, 27

percent of the respondent spent two hour to three hour, and 16 percent of the
respondent spent more than three hour.

5 respondents who browse monthly 20 percent spent less than one hour 40
percent of the respondent spend one hour to two hour 20 percent. the respondent
spent two hour to three hour, and feed the present of the respondent spent more
than three hour.

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7
 GRAPH No-6.4

Frequency and Duration Spent in Browsing

45%
40%
35%
30% Weekly Twice
25% Weekly Once
20% Fortnightly
15% Nonthly
10%
5%
0%
Less 1hr - 2 2 hr 3 more
than 1 hr hr than 3
hr hr

TABLE No-6.7
Percentage of Respondents checking Online Advertisement

Particulars Checking
Online Ads
Yes 55%
Percentage of Respondent
No checking
45% online
Advertisment
Total 100%

70%
60%
50%
40%
30%
20% 15
10% 6
0%
Yes No
 Analysis and Interpretation

From the Data collected, all the Respondents are aware of online
Advertisement while only 55% of the respondent check the Advertisement displayed
on the Web and the rest of 45% do not check many of the Advertisement displayed
on the Net. So if the Ads are such that with creativity and informative even those 45%
can also be converted and included in the
55% list.

GRAPH No-6.5

TABLE No-6.8
Various Aspects for Surfing

Reasons for
Checking Percentage
Advertisement

Purchasing 22%
Entertainment 35%

Financial loans 14%

Academic 9%
Jobs 20%

Analysis and Interpretation

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
9%and financial loans 14% respectively.

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.

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7
GRAPH No-6.6

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6
 Ads related to various products

Advertisement
Purchasing
Entertainment
Financial loans
Academic
Jobs

SITES
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
TABLE
6.9 Yahoo 72% 6% 3% 0% 0%
Rediff 12% 36% 26% 9% 5%

Sify 10% 27% 30% 16% 12% 15

7
MSN 6% 18% 22% 27% 29%
Indiatimes 0% 13% 19% 48% 54%

Total 100% 100% 100% 100% 100%

 Respondents Ranking their preferred Site

Analysis and Interpretation

From this statement and Graph it is clear that most of the Respondent i.e. (72%) of
them has stated that yahoo is the best in providing all sorts of information and in
providing Advertisements together with services on Net, followed by Rediff with
(12%) and Sify with (10%) Then comes MSN with (6%) and Finally most of the
Respondent has rated Indiatimes in last category.

This analysis provides the information that most of the viewers prefer yahoo
so it is preferable for the advertiser to place his ads in this site, If not the advertiser
could go for Rediff which is Ranked 2 , and other sites are less preferred compared
nd

to these top two sites.

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6
 Respondents Rank of their preferred sites

80%
70% Rank 1
60%
Rank 2
50%
40% Rank 3
30% Rank 4
20%
10% Rank 5
0%

es
fy
o

N
ho

Red
if

MS
Si

im
Indiat
Ya

GRAPH No-6.7

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 TABLE No-6.10
No of Respondents purchased Online

Particular No Of Percentage
Respondent
YES 47 47%
NO 53 53%

GRAPH No-6.8

Number of Respondents who

Purchased Online

43% YES
NO
57% 15
6
 Analysis and Interpretation
The given table shows that only 43% of the Respondents have purchased
online and the rest of the 57% have not purchased from the Net.
It clearly states that the percentage of respondents who are aware of Net
advertisement are almost near to that of the persons or respondents who have
purchased online and within few more years it definitely would increase.

TABLE No-6.11
Various products and services purchased online

Particulars Percentage
CD's & Cassettes 28%
Travel Booking 21%

Book's & Magazine 18%

Mobile Phones 14%

Software 12%
15
Computer
7
peripherals 7%
Analysis and Interpretation:

The table shows that 28% of the respondents purchased CDs and cassettes
online followed by travel booking with 21% and books and magazines which comes
to 18% and then followed by mobile phones which is around 14 % followed by
software and computer peripherals with 12% and
7% respectively.

From the Above table it clearly shows that product and services purchased
online are not costly.

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6
 GRAPH No-6.9

Chart showing diffrent products &

services purchased online

7%
12% 28%
CD's & Cassetes
Travel Booking
Book's & Magazin
14% Mobile Phones
Softwares
Computers
21%
18%

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 TABLE No-6.12
No. Of Preference and non Preference to purchase
Online

Gender Male Female

No of Respondent
Not purchased online 34
23
Prefer to Purchase
Online 18 26
Do not Prefer to
Purchase online
5 8

Analysis and Interpretation:

The above table indicates that the number of respondent who has not
purchased through Internet are 57 out of which 23 are male. 78% of male prefer to
15
6
purchase on line and 22 % of them do not prefer to purchase online. Continued by 34
female who has not purchased through the Internet. 76 % of the female preferred to
purchase online and 24 % of the female do not prefer to purchase from Internet.

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.

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7
 Chart showing No of Respondent
prefer & donot prefer to purchase
online

40

35 34

30
26
25 23

MALE
20 18
FEMALE

15

10 8
5
5

0
No of Prefer to Donot Prefer to
Respondent Purchase Purchase

GRAPH No-6.10

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6
15
7
 TABLE No-6.13

Reasons for non- preference to purchase Online

Privacy 3 23%
High Risk 2 15%
Registration Process 4 31%
Total 13 100%

Analysis and Interpretation:

The above table states the reason why numbers of people do not prefer to
purchase through Internet. Which clearly shows that Safety is the main reason with
31%, followed by privacy with 23%, high risk and registration process with 15% and
31% respectively.

From this it is clear that for online advertisement to become effective the
advertiser has to reduce the registration process and increase the safety of the site
there by build the confidence of their loyal customer, which increases the confidence
level of the customer and make them purchase on internet.

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6
GRAPH No-6.11

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7
 TABLE No-6.14

Respondents Responding to online Advertisement

Particulars Percentage

Yes 36%
No 48%
Sometimes 16%

Analysis and Interpretation:

From the above table it shows that only 36% of the respondents respond to
online advertisement while 48% of them do not do so, only 16% respond sometimes.

From this analysis the advertiser even though has less of response or
feedback, he can take heart from the fact that 36% of them respond mostly while
16% respond sometimes this gives a target customer of 52% who show some
positive signs
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6
 GRAPH No-6.12

Respondence who Respond to the

Online Ads question

16%

36%
Yes
No
Sometimes

48%

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7
 TABLE 6.15

Types of Ads respondents like to see

Analysis and Interpretation:

From the above table we understand that most of the people do not like the
questionnaire form of ads (10%), while most of them preferred ads that run through
on the top or bottom of the site while they are browsing, flash ads
(30%) were the next preferred followed by pop-ups (26%).

GRAPH-6.13
35

flash ad pop ups

questionnaire Ads
that run through

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6
Ads that run
flash ad

questionnaire
pop ups

through
 30
25
20

15

10

FINDINGS OF THE STUDY

This study was conducted with a view to know that whether Online Advertising is
effective. It has been observed that there are many factors, which effect this
statement of Problem like Occupation, Age, life style social factor, For this purpose a
structured questionnaire had been designed and analysed. After analyzing the data
the following factors have been found out as major causes for the Online Ads
Effectiveness

The percentage of Male browsing the net are more than that of Female

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.

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7
 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

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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6
 Recommendations

Go International with multiple language:

15
7

Banners
 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

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.

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 site can be published.
Adding a reciprocal link is a professional way to say thank you and is of no cost to
the advertiser.

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6
 Web site testimonials

Build trust or confidence in your online business by using testimonials.

A direct quote with the permission of the customer is a nice touch. Listing a 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-of- decision to the point- of-
purchase.

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 Offer a free report

Give away information free with a purchase or subscription to your

newsletter. Since information is what surfers are looking to receive, it will work 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 hair

stylists, include examples specific to them.

70
3. Know your target audience very well. This is the only way you will be able
to communicate with them on a personal level.

4. Write using the language of your target audience. Include industry

buzzwords and jargon when appropriate.

Customers will feel an attraction to copy that reaches out specifically to them.
In a world where most advertisers are speaking to the masses, be sure to give
yours an advantage by speaking personally to those you wish to do business
with.

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5
 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 method to
distribute information, advanced methods of targeting consumers, an
immediate and direct line to the customers, and reduced costs in performing
these tasks. The only negative aspect is that consumers have to conquer their
fears of the Internet - the fear that ordering through an on-line advertisement
will get lost in the void of cyberspace. Fears always come with new
technology, but it does not take long for people to adjust. As people get more
accustomed to finding their product information on the Web, more and more
readers will actively seek out Internet advertising sites.

Final y Donot try to do "anything and everything" to get the buyer's

attention. Everyone who comes to site isn't going to buy. The harder you try to
get their attention and force them to read your ads, the harder they wil try to
escape.

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 Questionnaire

Effectiveness of Online Advertisement

NAME :

:
Gender Male Female

1. AGE GROUP :

Below 20 20-25
25-30 Above 30

2. Occupation :

Student Self Employed

Employee Others

3. Do you Own a computer

Yes No

4. Do you Surf the net

Yes No

5. How many hours do you Spend on Browsing

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5
 < 1hr 1hr >1hr

6. Are you aware of Online Advertisement

Yes No

7. Do you check the online Ads while browsing

Yes No

8. Ads relating to which product are you interested in

Purchasing Entertainment

Financial loans Academic

Others
Jobs

9. Which Sites consist of more ads

Yahoo Rediff

Indiatimes Sify

msn Others

12. Have you purchased Online

Yes No

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14. If yes, what have you purchased (go to Q 17)

15. If no, would you prefer to purchase Online

Yes No

16. If no, why dont you prefer to purchase online

17. How often do you purchase online.

18. What kind of Ads do you like to see

One that pop ups One which has a questionnaire

One that flashes One that runs on the top/bottom

19. Have you responded/participated in any Ads

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 Yes 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

22. How you think the online Ads can be improved

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6