SIP REPORT ON THE IMPACT OF ONLINE ADVERTISING ON CONSUMER BEHAVIOR

Topics: Advertising, Marketing, Web banner Pages: 54 (11465 words) Published: February 28, 2015
A Project Report On
THE IMPACT OF ONLINE ADVERTISING ON
CONSUMER BEHAVIOUR
Submitted in partial fulfilment of the requirements for
Award of
Post Graduate Diploma in Management
With Specialization
In

MARKETING

Submitted by

T.R. Vishal
Roll No: 2T3-37

Under the Guidance of
FACULTY GUIDE
Dr. PAVAN PATEL
PROFESSOR

Siva Sivani Institute of Management
Kompally, Secunderabad.
Page | 1

ACKNOWLEDGEMENT
I am extremely thankful to my Project Guide Dr. Pavan Patel, Professor, Siva Sivani Institute of Management, Kompally, Secunderabad, for providing me with his constant support and guidance all through the SIP. A special thanks to all the my friends and well-wishers who encouraged me to do this research work and all who contributed directly or indirectly in completing this project to whom I am obligated to even though anonymously.

T.R. Vishal
2T3-37
Siva Sivani Institute of Management

Page | 2

DECLARATION
This is to certify that the project titled: “THE IMPACT OF ONLINE ADVERTISING ON CONSUMER BEHAVIOUR” is a bonafide work completed by T.R. Vishal, Enrollment Number 2T3-37, in partial fulfilment of the requirements of the PGDM - TPS Program and submitted to Siva Sivani Institute of Management.

I declare that this project is a result of my own efforts and has not been copied from any source. References from which information has been taken have been given in the references section. This work has not been submitted earlier at any other university or institute for the award of the degree.

Place: Secunderabad
Date:

SIGNATURE

Page | 3

Table of Contents
Chapter 1

5

1.1 Introduction

6

1.1.1

The Concept of Promotion

7

1.1.2

The Concept of Internet Advertising

8

1.1.3

The Concept of Consumer Behaviour

9

1.2 Need for the study

11

1.3 Research Objectives

12

1.4 Research Methodology

12

1.5 Review of Literature

13

1.6 Data Analysis

18

Chapter 2

19

2.1 Introduction to Advertising Industry

20

2.2 Advertising Industry in India

21

Chapter 3

26

3.1 Introduction – Theoretical aspects

27

3.2 Internet Advertising

28

3.3 Integrated Marketing Communication

30

3.4 Impact of Internet Advertising

31

3.5 Consumer Behaviour

33

3.6 Internet Advertising and Consumer Behaviour

35

Chapter 4

38

4.1 Introduction – Data Analysis and results

39

4.2 Background Information

39

4.3 Impact of Internet advertising on reach and creation of awareness

40

4.4 Reliability of internet advertising through recall

42

4.5 Relationship between internet advertising and purchase decision

44

4.6 Discussion of findings

44

Chapter 5
5.1 Introduction

45

5.2 Summary of the Study

46

5.3 Conclusion

46

5.4 Recommendations

47

References & Bibliography

49

Annexure

51

Page | 4

CHAPTER ONE

Page | 5

1.1 Introduction:
Internet has grown tremendously in both its applications and number of users due to its unique characteristics of flexibility, interactivity, and personalization. It has been a very useful tool for communication, entertainment, education, and electronic trade. The revolutionary change brought forth by information technology has an important impact on the daily lives. It has transformed the way we do business by allowing retailers to offer unlimited range of products and services to all consumers from around the world at any point in time. The Internet has emerged as an advertising medium. Many companies have turned to the Internet to advertise their products and services; and the Internet is deemed to be the most significant direct marketing channel for the global Market Place. Companies are pouring billions of dollars into Internet advertising to obtain greater return on investment on ads. The Internet has given consumers more control in accessing information on products and services. There are several factors...

References: 
J Suresh Reddy (2003), “Impact of E-commerce on marketing”, Indian Journal of

Vikas Bondar (2000), “Discuss how sales and marketing strategies have changed as a

V.Kumar and Denish Shah (2004), “Pushing and Pulling on the Internet”, Marketing

Shelly Rodgers and Esther Thorson (2000),”The Interactive Advertising Model: How

Christian Rohrex and John Boyd (2004), “Ads that work on the Web”.

Nicholas Ind, Maria Chiara Riondino (2001), “Branding on the Web: A real

Sumanjeet (2003) “On Line Banner Advertising”- Indian Journal of Marketing.

Robin Farewell (1998), “Web banner ads fit in new marketing mix”, Business Journal
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