Effectiveness of Online Advertising

Abstract

Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.

Effects of Social Media on Consumer Brand Awareness and Patronage of Nike Lake Resort Services in Enugu: An Innovation Adoption Theory & Hierarchy of Effects Model Exposition

“…In other words, it's placing and airing advertising online. The publisher who integrates Article DOI: 10.52589/BJMMS-PYHGHIPD DOI URL: https://doi.org/10.52589/BJMMS-PYHGHIPD www.abjournals.org advertisements into its online material and the advertiser are committed and in charge of bringing the ad messages to life (Anusha, 2016). Social media advertising is very germane in the operations of many businesses in our contemporary world today (Can & Kaya, 2016).…”

“…To them, consumer attitude and inclination toward social media advertising is receiving colossal attention. Social media advertising has evolved and has been ubiquitously adopted by many organizations (Anusha, 2016). It is a very effective and efficient advertising medium.…”

Online Advertising and Online Shopping Behaviour: Perspectives of Uses and Gratification Theory

“…This strategy of marketing involves the use of electronic means to get the website traffic to capture, target and deliver the message of marketing to the potential customer.Online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies that help generate and place the advertisement copy, the advertisement server who technologically delivers the advertisement and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser (Anusha, 2016).…”

“…Online advertising is quite different from traditional advertising because of its versatility. Advertisers can conveniently modify its message even while the advert is 'live' (Anusha, 2016). Online advertising has a wide reach and like the traditional advertising, it is intended to persuade, inform, convince, remind and retain customer (Awais, Samin& Bilal, 2012).…”

“…Online advertising has a wide reach and like the traditional advertising, it is intended to persuade, inform, convince, remind and retain customer (Awais, Samin& Bilal, 2012). A salient advantage of online advertising over the traditional advertising is that while it targets a specific group online, the traditional ads are mass marketing oriented (Anusha, 2016). Many scholars have investigated different aspects of online advertising.…”