A RESEARCH REPORT ON

EFFECTI ENESS OF INTERNET A! ERTISIN"# BAN"A$ORE

A !ISSERTATON S%BMITTE! IN PARTIA$ F%$FI$MENT OF THE RE&%IREMENTS FOR THE A'AR! OF MBA !E"REE OF BAN"A$ORE %NI ERSIT( B( $O)ESH.) Reg.No*+,-&CM.+/1

%n0er t1e gui0an2e an0 su3er4ision Of Prof.B.).Ramas5am6 M P Birla Institute of Management Bangalore

1M.P.Birla Institute of Management

!EC$ARATION
I 1ere>6 0e2lare t1at t1is 0issertation title0 a stu06 on EFFECTI ENESS OF INTERNET A! ERTISIN"# is t1e result of m6 o5n resear21 5or? 2arrie0 out un0er t1e gui0an2e an0 su3er4ision of PROF. B.). RAMAS'AM(; of M P Birla Institute of Management; Bangalore

I also 0e2lare t1at t1is 0issertation 1as not >een su>mitte0 earlier to an6 Institute@organiAation for t1e a5ar0 of an6 0egree or 0i3loma.

Pla2eB Bangalore M P BIR$A INSTIT%TE OF MANA"EMENT !ateB 7ASSOCIATE BHARATI(A <++= I!(A BHA AN8 7$O)ESH.)8 9/:; Ra2e Course Roa0; BAN"A$ORE. ,.+++1

<M.P.Birla Institute of Management

PRINCIPA$CS CERTIFICATE

T1is is to 2ertif6 t1at t1is 0issertation entitle0 EFFECTI ENESS OF INTERNET A! ERTISIN"# is t1e result of resear21 5or? 2arrie0 out >6 Mr. $O)ESH un0er t1e gui0an2e an0 su3er4ision of PROF. B.).RAMAS'AM(; of M.P. Birla Institute of Management; Bangalore.

Pla2eB Bangalore Mala4alli8 !ateB Prin2i3al

7!r.Nages1 S

:M.P.Birla Institute of Management

"%I!ECS CERTIFICATE
I 1ere>6 state t1at t1e !issertation entitle0 EFFECTI ENESS OF INTERNET A! ERTISIN"# is t1e 3roDe2t 5or? 2arrie0 out >6 Mr. $o?es1.? un0er m6 gui0an2e an0 su3er4ision.

Pla2eB Bangalore Ramas5am68 !ateB

73rof.B.).

/M.P.Birla Institute of Management

AC)NO'$E!"EMENT

I am 1a336 to eE3ress m6 gratitu0e Dr. N. toS. Malavalli ; 7Prin2i3al; M. P. Birla Institute of Management8 an0 man6 4alua>le i0eas im3arte0 to me for m6 3roDe2t.

I eEten0 m6 sin2ere t1an?s to Professor Ramaswamy B.). M.P.Birla Institute of Management; Bangalore for 3ro4i0ing me all t1e Information reFuire0 an0 t1e gui0an2e t1roug1out t1e 3roDe2t 5it1out 51i21 t1is 3roDe2t 5oul0 not 1a4e >een 3ossi>le. I 5oul0 also li?e to sin2erel6 t1an? all m6 le2turers an0 m6 frien0s for t1eir 1el3 in 2om3leting m6 3roDe2t su22essfull6.

Pla2eB Bangalore !ateB 7$o?es1.?8

,M.P.Birla Institute of Management

Contents
CHAPTER C1a3ter Name Page No. 1 EEe2uti4e Summar6 +1*+< < Intro0u2tion +:*1/ T1eoreti2al >a2?groun0 : !esign of t1e stu06 1,*1= Statement of Pro>lem O>De2ti4e of t1e Stu06 $imitations of t1e Stu06 Re4ie5 of literature / Met1o0olog6 1G*<+ Resear21 Met1o0olog6 Sam3ling Te21niFue Sam3le !es2ri3tion Sam3le SiAe Instrumentation Te21niFue !ata Colle2tion Tools %se0 Ot1er Soft5are %se0 for !ata Anal6sis , In0ustr6 an0 Pro0u2t 3rofile <1*:: . Anal6sis of !ata an0 Inter3retation :/*,G = H63ot1esis Ta>les an0 Anal6sis of 0ata of 0ata G Summar6 of Fin0ings an0 Con2lusion ,H*./ Fin0ings Re2ommen0ations Con2lusion AnneEure Bi>liogra316

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$IST OF TAB$ES

Sl. No

Parti2ulars

Page.No :,

..1 Ta>le s1o5ing t1e features of t1e sites for 163ot1esis testing ..< Ta>le s1o5ing t1e 163ot1esis testing :. ..: Ta>le S1o5ing t1e "en0er Classifi2ation := ../ Ta>le S1o5ing t1e Age Classifi2ation :G .., Ta>le S1o5ing t1e O22u3ation of res3on0ent /+ ... Ta>le S1o5ing t1e freFuen26 an0 !uration s3ent in Surfing ..= Ta>le S1o5ing t1e Per2entage of Res3on0ents C1e2?ing Online A04ertisement ..G Ta>le S1o5ing t1e A0s relate0 to 3ro0u2ts /, ..H Ta>le S1o5ing Res3on0ents Ran?ing of t1eir 3referre0 5e>site ..1+ Ta>le S1o5ing No of Res3on0ent 3ur21ase0 Online ..11 Ta>le S1o5ing Per2entage of 4arious 3ro0u2ts I ser4i2es 3ur21ase0 on Internet ..1< Ta>le S1o5ing No of Res3on0ents 3refer an0 0o not 3refer to 3ur21ase online ..1: Ta>le S1o5ing Reasons for Non 3referen2e to 3ur21ase online ..1/ Ta>le S1o5ing Per2entage of Res3on0ents res3on0 to online A04ertisement ..1, Ta>le s1o5ing t1e t63e of A0s res3on0ents 5oul0 li?e to see

/< //

/= /H ,+ ,< ,/ ,. ,G

=M.P.Birla Institute of Management

$IST OF "RAPHS

Sl. No

Parti2ulars

Page.No

..1 "ra31 S1o5ing t1e "en0er Classifi2ation := ..< "ra31 S1o5ing t1e Age Classifi2ation :H ..: "ra31 S1o5ing t1e O22u3ation of res3on0ent /1 ../ "ra31 S1o5ing t1e freFuen26 an0 !uration s3ent in Surfing .., "ra31 S1o5ing t1e Res3on0ents C1e2?ing Online A04ertisement ... "ra31 s1o5ing t1e A0s relate0 to 3ro0u2ts /. ..= "ra31 S1o5ing Res3on0ents Ran?ing of t1eir 3referre0 5e>site ..G "ra31 S1o5ing No of Res3on0ent 3ur21ase0 Online ..H "ra31 S1o5ing Per2entage of 4arious 3ro0u2ts I ser4i2es 3ur21ase0 on Internet ..1+ "ra31 S1o5ing No of Res3on0ents 51o 3refer an0 0o not 3refer to 3ur21ase online ..11 "ra31 S1o5ing t1e Reasons for Non 3referen2e to 3ur21ase online ..1< "ra31 S1o5ing t1e Per2entage of Res3on0ents res3on0 to online A04ertisement ..1: "ra31 s1o5ing t1e t63e of A0s res3on0ents 5oul0 li?e to see
/: //

/G /H ,1 ,: ,, ,= ,G

GM.P.Birla Institute of Management

E-EC%TI E S%MMAR(
Internet is fast emerging as a 3o5erful me0ium of a04ertising in t1e ne5 millennium. 'it1 t1e num>er of Internet users in2reasing manifol0; t1e ne5 me0ium is 4ie5e0 as t1e a04ertiserJs 0ream. T1e Internet is t1e fastest gro5ing me0ium in t1e <+++Cs 5it1 millions of users an0 an a4erage estimate0 gro5t1 of 1</K annuall6. Internet a04ertising is >e2oming a 3art of some 2om3anies mar?eting strateg6* 1o5e4er it reFuires ne5 strategies an0 t1in?ing. T1e >enefits of Internet a04ertising is its a>ilit6 to 2o4er 3eo3le from 0ifferent geogra31i2al area 5it1 4arie0 tastes an0 3referen2es. T1is stu06 is descriptive study an0 t1e sam3ling te21niFue 1ere use0 is convenience sampling. T1e sam3le siAe is 1++ sele2te0 from t1e 3o3ulation of Bangalore Cit6. T1e 0ata is 2olle2te0 5it1 t1e 1el3 of stru2ture0 Fuestionnaire; 51i21 in2lu0es o3en en0 an0 2lose*en0e0 Fuestions. Here t1e H63ot1esis Testing is 0one 5it1 t1e 1el3 of t1e C1i* sFuare test; t1is is to test t1e relation s1i3 >et5een t1e t5o attri>utes. Here t1e attri>utes are Features an0 Effe2ti4eness of Online A04ertisement. T1e neEt ste3 in t1e resear21 3ro2ess is Anal6sis an0 Inter3retation of t1e !ata 2olle2te0 from t1e res3on0ents. T1is Anal6sis an0 Inter3retation is 0one 5it1 t1e 1el3 of "ra31s an0 Ta>ulation; T1e6 are 3re3are0 5it1 t1e 1el3 of MS EE2el soft5are.

HM.P.Birla Institute of Management

'it1 t1e 1el3 of Anal6sis an0 inter3retation t1e fin0ings are 0ra5n 51i21 in2lu0es 51et1er 2onsumers are a5are of online a04ertisement; 0o online a04ertisement effe2t t1eir 3ur21ase >e1a4iour.

'it1 t1e 2riti2al Anal6sis an0 Inter3retation t1e SuggestionCs are 0ra5n on 1o5 to im3ro4e Online A04ertisement in or0er to attra2t mu21 of t1e 4ie5ers1i3 an0 to in2rease t1e 3ur21asing effi2ien26 an0 also to im3ro4e t1e met1o0s of online a04ertisement.

Finall6 a 2on2lusion; 51ere t1e >riefing an0 t1e to3i2 as3e2ts is >een gi4en 5it1 fe5 suggestions; finall6 2on2lu0es t1e ProDe2t Re3ort.

1+M.P.Birla Institute of Management

THEORETICA$ BAC)"RO%N!
Mar?eting is more t1an Dust 0istri>uting goo0s from t1e manufa2turer to t1e final 2ustomer. It 2om3rises all t1e stages from 2reation of t1e 3ro0u2t an0 t1e after* mar?et; 51i21 follo5s t1e e4entual sales; a04ertising 3la6s a 4er6 im3ortant role in t1is 3ro2ess.

T1e 3ro0u2t or ser4i2e itself; its meaning; 3a2?aging; 3ri2ing an0 0istri>ution; are all refle2te0 in a04ertising; 51i21 1as >een 2alle0 t1e life>loo0 of an Organisation. 'it1out a04ertising; t1e 3ro0u2ts or ser4i2es 2annot flo5 to t1e 0istri>utor or sellers en0 on to t1e 2onsumer of or user.

T1e nee0 for a04ertising 0e4elo3e0 5it1 t1e eE3ansion of 3o3ulation an0 t1e flo5 of to5ns 5it1 t1eir s1o3s an0 large stores; mass 3ro0u2tion in fa2tories; infrastru2ture to 0eli4er goo0s I ser4i2es an0 in2reasing le4el e0u2ation. A04ertising gre5 5it1 t1e 0e4elo3ment of me0ia; su21 as t1e 2offee1ouse; ne5s3a3ers an0 t1e arri4al of a04ertising agen2ies.

!efinitionB * T1e institution of 3ra2titioners in a04ertising 0efines La04ertising 3resents t1e most 3ersuasi4e 3ossi>le selling message to t1e rig1t 3ros3e2ts for t1e 3ro0u2t or ser4i2e 1a4e t1e lo5est 3ossi>le 2ostL.

'1at is Online A04ertising On line a04ertising is similar to ot1er forms of 2ommuni2ation eE2e3t for one 2riti2al 0ifferen2e t1at is Internet. Consumer >e1a4iour follo5s a mo0el ra0i2all6 0ifferent from tra0itional a04ertising me0ia. T1is mo0el 2an >e eE3laine0 as t1e 3rogression JA5areness * Interest * !esire * A2tionJ. All t1ese a2ti4ities o22ur simultaneousl6 in Internet a04ertising. Online a04ertising

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entails; 3la2ing of ele2troni2 messages on a 5e> site or email 3latform 51i21 a21ie4es t1e follo5ing 3ur3ose*

"enerates a5areness for t1e >ran0. Stimulates interest @3referen2e for a 3ro0u2t or ser4i2e. Pro4i0es t1e means to 2onta2t t1e a04ertiser for information or to ma?e a 3ur21ase.

Histor6 of Internet A04ertising A04ertising 1as fait1full6 ser4e0 t1e 3rint in0ustr6 for <++ 6ears; an0 5as a33lie0 to t1e Internet 5it1 e4er6 eE3e2tation of su22ess. 'e> a04ertising >egan 5it1 Center an0 SiegeglCs in famous "reen Car0 $otter6 message on t1e %senet site in A3ril 1HH/ an0 5as follo5e0 in O2to>er >6 a04ertising 3la2ements for ATIT; MCI; S3rint; an0 ol4o on Hot*5ire0 an0 finall6 t1e i0ea 2aug1t on. T1e A04ertisement gre5 in so31isti2ation; an0 to0a6 t1ere are Stati2; rotating; s2rolling; animate0; flas1 an0 interstitial >anner a0s all 51i21 are 0esigne0 to generate traffi2; in2rease >ran0 a5areness an0 generate lea0s an0 sales.

Internet 2om3anies 5ere foun0e0 on a04ertising re4enues; an0 for some 6ears t1e 2om3anies 3ros3ere0. Rate 0e3en0e0 onB * i. T1e T63e of a04ertisement. ii. '1ere it a33eare0 on t1e 'e>Pages. iii. Ho5 it integrate0 5it1 2ontent. i4. Ho5 5ell it mat21e0 t1e a04ertiserCs target au0ien2e

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Online a04ertising 1as to offerB

1. S2ala>ilit6 * $i?e tele4ision 2ommer2ials; it 0oesnJt 2ost 4er6 mu21 to in2rease t1e rea21 of an online a0 2am3aign. T1ere is no nee0 to 3rint a00itional 2o3ies of a magaAine; or to 2reate an0 mail 0ire2t*mail 3ie2es.

<. Hot 0emogra31i2s * T1e online 2ommunit6 is more affluent; >etter e0u2ate0; an0 6ounger an0 more 5illing to s3en0 t1an t1e 3o3ulation at large. More an0 more 3eo3le go online an0 t1e num>er is e4er in2reasing.

:. Targete0 messages * %nli?e >roa02ast an0 3rint me0ia; t1e Internet allo5s a04ertisers to target eEa2tl6 51o 5ill see t1eir a0s; an0 in 51at 2onteEt. 'e> 3u>li2ations ser4e e4er6 2on2ei4a>le au0ien2e; from t1e mass* mar?et o>s2ure ni21e grou3s. Be6on0 t1at; t1e te21nolog6 lea0s target 2ustomers >6 t1eir 2om3uting 3latform 7PCs or Ma2intos1es8; 'e> >ro5ser 7s3e2ifi2 4ersions of Nets2a3e Na4igator or Mi2rosoft Internet EE3lorer8; 0omain t63e 7. 2om; .e0u; .go4; .mil; or .net8 or in0i4i0ual 0omains 7Ameri2a Online; IBM; Pro0ig68.

/. Broa0 an0 fleEi>le rea21 * '1ile t1e Net 2annot 6et mat21 tele4isionJs mar?et 3enetration; t1e siAe of t1e online au0ien2e is gro5ing 4er6 Fui2?l6. More im3ortantl6; >e2ause 6ou >u6 online a0s >6 t1e im3ression; 6ou 2an >u6 as mu21 or as little of t1at au0ien2e as 6ou 0esire. An0 t1atJs true no matter 1o5 3o3ular or s3e2ialiAe0 t1e site on 51i21 6our a0s run* as a rule; a04ertising 2osts 0e3en0 on 1o5 man6 im3ressions 6ou >u6; not on t1e siAe of a siteJs au0ien2e.

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,. Cost*effe2ti4e * Partl6 >e2ause 6ou 3a6 onl6 for eEa2tl6 51at 6ouJre getting; online a04ertising 2an >e eEtremel6 2om3etiti4e 5it1 ot1er forms of a04ertising. If 6ou >u6 1;+++ a0 im3ressions; for eEam3le; 6ou ?no5 t1at eEa2tl6 1;+++ 3eo3le 5ill see 6our a0.

.. !etaile0 tra2?ing an0 measurement * Com3are0 to online a04ertising; tra0itional me0ia a04ertising is li?e s1ooting in t1e 0ar?. T1e 'e> allo5s a04ertisers to gat1er 0etaile0 information on 51o sa5 an a0; 51en; in 51at 2onteEt; 1o5 man6 times an0 so on. Better stillM 6ou get t1is information instantl6; not 5ee?s later 51en itJs too late to a0Dust 6our 2am3aign. Of 2ourse; not e4er6 site 2urrentl6 3ro4i0es t1is le4el of fee0>a2?; an0 not e4er6 a04ertiser ?no5s 51at to 0o 5it1 it. O4er a 3erio0 of time; 1o5e4er; t1is is li?el6 to >e2ome one of 'e> a04ertisingJs most im3ortant 2om3etiti4e a04antages.

=. T1e a>ilit6 to eEten0 t1e transa2tion* Tra0itionall6; a04ertising 5as a one*5a6 me21anism. A3art from te21niFues li?e toll*free num>ers 3it21e0 in infomer2ials an0 mail*in 2ou3ons in 3rint 3u>li2ations; t1ere 5as no 5a6 for 2ustomers to a2t on t1e information in t1e a0. On t1e 'e>; t1oug1; intereste0 2ustomers 2an 2li2?; learn more; an0 a2tuall6 >u6 on t1e s3ot. T1ereJs sim3l6 not1ing more 3o5erful. G. "oo0 Creati4it6 * Creati4e !esign of Home 3age is 4er6 im3ortant for t1e surfer to get 1oo?e0 on to t1e site. 'it1in se2on0s t1e user s1oul0 get an i0ea a>out t1e site an0 51ere to go 5it1in it. If t1e o33ortunit6 is misse0 t1e user man6 ne4er return.

Hen2e Content is )ing Content is t1e most im3ortant element of a site. Content ri21 'e> 3ages lure users. T1e 4alue on t1e 5e> is information. T1e >eaut6 an0 21allenge of t1e 'e> is t1at it gi4es t1e user; t1e a>ilit6 to 3ersonaliAe non*stati2 information an0 21oose eEa2tl6 51at s1e sees.

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%nli?e 2ommer2ials or 3rint a0s; a 'e> a0 >anner is onl6 t1e >eginning of t1e 3ro2ess. '1ile 6our >anner ma6 3resent onl6 6our >ran0ing message; intereste0 3ros3e2ts 2an al5a6s 2li2? on it to go 0ire2tl6 to 6our 'e> site. On2e t1ere; t1e6 2an a22ess as mu21 material on 6our 2om3an6 an0 3ro0u2ts as 6ou 2are to 3resent.

"ra31i2s I t1e 4isual elements also 3la6 an im3ortant role in t1e users 0e2ision to sta6 or lea4e. %se of 2reati4e 2on2e3ts; 2olors; mo4ement I soun0 en1an2e t1e 21an2es of t1e user sta6ing longer on t1e site. In a00ition to all t1is t1e 2reators of 5e> sites I on line a04ertising must ta?e into 2onsi0eration t1e fa2tors li?e a8 Ho5 fast 0oes t1e site 0o5nloa0; >8 Ho5 easil6 na4iga>le t1e site is; 28 '1at is t1e 0omain name; 08 '1at are t1e ot1er 3u>li2it6 I a04ertising a2ti4ities 51i21 >uil0ing traffi2 to t1e siteN If all su21 3arameters are 2onsi0ere0 51ile sele2ting t1e 5e> sites for online a04ertising; t1e im3a2t of su21 a04ertising 5ill 0efinitel6 >e felt. Online a04ertising is one me0ium; 51i21 1el3s to generate a5areness a>out t1e >ran0 >eing a04ertise0; it 2an 1el3 in 2reating an image; it 1el3s in e0u2ating t1e au0ien2e an0 also >uil0s intera2ti4it6 I 0ire2t res3onse. No ot1er tra0itional me0ium 1as t1e a>ilit6 to gi4e all of t1is.

'e are still at t1e eE3erimental stage >ut man6 2lients 1a4e alrea06 starte0 allo2ating a >u0get to5ar0s online a04ertising I 5e> is >eing 2onsi0ere0 not onl6 as an a04ertising me0ium >ut also as a mar?eting tool. Hen2e online a04ertising; t1oug1 slo5 to ta?e off; 5ill 0efinitel6 >e a me0ium of t1e future.

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INTERNET IN!%STR( IN IN!IA O A SNAP SHOT

1.M.P.Birla Institute of Management

"ro5t1 of Internet Su>s2ri>er Base in In0ia

Mont1 (ear Su>s2ri>er >ase 7in millions8 ISP $i2enses issue0 .++ Aug*H, +.+1 Mar*H. +.+, ISP $i2enses surren0ere0 1HG Mar*H= +.+H Mar*HG +.1/ EEisting ISP $i2ensing /,+ Mar*HH +.<G Mar*++ +.H O3erational ISPCs <,+ Mar*+1 : Mar*+< :.< Cities 2o4ere0 /++ a33roE. Mar*+: / Mar*+/ /.< C6>er 2afPs@Pu>li2 a22ess ?ios?s 1<<++ a33roE. Mar*+, =.< Internet su>s2ri>ers O3erational international gate5a6s Estimate0 Em3lo6ment Pro4i0e0 G Total in4estment ma0e on ISP = . Estimate0 in4estment ma0e on EFui3ments >6 ISP , / for setting u3 ISP A33ro4al : ITSP li2ensing issue0 < 1 + <+++<++1<++<<++:<++/<++, /.< million ., a33roE. 1;1,+;+++ Rs..+++ 2rore Rs.<,++ 2rore

1++Q 1++

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A04antages of Online A04ertisement

1. Target Mar?etingB * A maDor a04antage of t1e 5e> is t1e a>ilit6 to target 4er6 s3e2ifi2 grou3s of in0i4i0uals 5it1 a minimum of 5aste 2o4erage. In t1e 2onsumer mar?et. T1roug1 3ersonaliAation an0 ot1er targeting te21niFues; sites are >e2oming more tailore0 to meet on2e nee0 an0 5ant.

<. Message TailoringB * As a result of 3re2ise targeting; messages 2an >e 0esigne0 to a33eal to t1e s3e2ifi2 nee0s an0 5ants of t1e target au0ien2e. T1e intera2ti4e 2a3a>ilit6 of t1e net ma?es it 3ossi>le to 2arr6 on one*to*one mar?eting 5it1 in2rease0 su22ess in >ot1 t1e >usiness an0 t1e 2onsumer mar?ets.

:. Intera2ti4e Ca3a>ilitiesB * T1e intera2ti4e nature of t1e 5e> lea0s to a 0egree of 2ustomer in4ol4ement. Site 4isitors are alrea06 intereste0 enoug1 in t1e 2om3an6 an0@ or 3ro0u2ts to 4isit.

/. Information a22essB * Per1a3s t1e greatest a04antage of t1e Internet is its a4aila>ilit6 as an information sour2e. Internet users 2an fin0 a 3let1ora of information a>out almost an6 to3i2 of merel6 >6 2on0u2ting sear21 t1roug1 one of t1e sear21 engines. On2e t1e6 1a4e 4isite0 a 3arti2ular site; uses 2an garner a 5ealt1 of information regar0ing 3ro0u2t s3e2ifi2ation; 2osts; 3ur21ase information; an0 so on. $in?s 5ill 0ire2t t1em to e4en more information if it is 0esire0.

,. Creati4it6B * Creati4el6 0esign sites 2an en1an2e 2om3an6Js image lea0ing to re3eat 4isits; an0 3ositi4el6 3osition t1e 2om3an6 or organisation in t1e 2onsumerJs min0.

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.. EE3osureB * For man6 seller 2om3anies 5it1 limite0 >u0get t1e 555 75orl0 5i0e 5e>8 ena>les t1em to gain eE3osure to 3otential 2ustomers t1at 1eretofore 5oul0 1a4e >een im3ossi>le. For a fun2tion of t1e in4estment t1at 5oul0 >e reFuire0 using tra0itional me0ia; 2om3anies 2an gain national an0 e4en international eE3osure in a timel6 manner.

=. S3ee0B * For t1ose reFuiring information on a 2om3an6; its 3ro0u2ts; an0 @or its ser4i2e offerings; t1e Internet is t1e Fui2?est means of a2Fuiring t1is information.

!isa04antages of Internet

1. Measurement 3ro>lemB * One t1e greatest 0isa04antage of t1e net is t1e la2? of relia>ilit6 of t1e resear21 num>ers generate. A &ui2? re4ie5 of fore2asts; au0ien2e 3rofiles; an0 ot1er statisti2s offere0 >6 resear21 3ro4i0ers 5ill 0emonstrate a great 0eal of 4arian2e lea0ing to a serious la2? of 4ali0it6 an0 relia>ilit6. One of t1e in0ustr6Js largest an0 most site0 tra0e 3u>li2ation 1as 5ritten an eE3ose of a 1ea4il6 site0 Internet resear21 2om3an6; referring to t1e num>er it 3ro4i0es as Ls2ar6L feat1ers 1a4e stresse0 2on2ern o4er t1e fa2t t1at most sites figures or not au0ite0; 51i21 mainl6 to ram3ant 21eating in t1e res3e2t of t1e num>er re3orte0.

<. Au0ien2e 21ara2teristi2B * !ue im3arts to t1e a22elerating gro5t1 of t1e net; au0ien2e 21ara2teristi2 21ange Fui2?l6. Num>ers re3orte0 ma6 >e 2om3lete0 Fui2?l6 an0 are often 4ar6 from one 3ro4i0e0 to t1e neEt.

1HM.P.Birla Institute of Management

:. 'e> SnarlB * At times; 0o5nloa0ing information from t1e net ta?es a long time. '1en t1ere are a num>er of users; t1e time in2reasing an0 some Sites ma6 >e ina22essi>le 0ue to too man6 4isitors. For man6 users 51o eE3e2t s3ee0; t1is is a maDor 0isa04antage.

/. CostsB * T1e 2ost of 0oing >usiness on t1e MAT 2ontinues to in2rease. '1ile it is 3ossi>le to esta>lis1 a site in eE3ensi4el6; esta>lis1ing a goo0 si0e an0 maintaining it is >e2oming more an0 more 2ostl6. As note0 earlier ; $e4iCs for t1e 2ost of maintaining a site is 2onsi0ere0 L5orl0* Class L 5as 3ro1i>iti4e an0 one of t1e reason for a>an0oning its E*2ommer2e efforts.

,. $imite0 3ro0u2tion Fualit6B * Alt1oug1 it is im3ro4ing; net a04ertising 0oes not offer t1e 2a3a>ilit6 of man6 2om3etiti4e me0ia for a 3ro0u2tion stan03oint. '1ile t1e a04ent of a04an2e0 te21nologies an0 ri21 me0ium is narro5ing t1e ga3; t1e net still lags >e1in0 some areas.

.. Poor rea21B * '1ile t1e Internet num>ers are gro5ing in lea3s an0 >oun0s; its siE is still far >e1in0 t1at of tele4ision. As a result; interest 2om3anies 1a4e turne0 to tra0itional me0ium to a21ie4e rea21 an0 a5areness goals. In a00ition statisti2s sa6s t1at onl6 a small 3er2entage of sites on t1e Internet are 2a3ture0 an0 t1at t1e to3 ,+ sites liste0 a22ount for H, 3er2ent of t1e site 4isite0.

=. $anguageB * If I am selling t1e goo0s t1roug1 t1e me0ia t1e >u6er 3refer to get t1e information of t1e 3ro0u2ts or ser4i2es 5it1 1is o5n language >ut t1e a04ertiser 1as no o3tion t1an to a04ertise in one single language 51i21 is a maDor 0isa04antage.

<+M.P.Birla Institute of Management

"i4en >elo5 is t1e 2om3arison >et5een Tra0itional an0 'e> A04ertising t1at 5ill signif6 t1e im3ortan2e of in to0a6Js 5orl0.

Tra0itional A04ertising 'e> A04ertising

Boun0 >6 geogra316 an0 lo2ation

T1e 'e> mar?et is >or0erless

A04ertisement 2osts are relati4el6 1ig1

'e> A04ertisement rates are relati4el6 lo5

$ea0 times for im3lementation are su>stantial

$ea0 times are 4irtuall6 non*eEistent

$imite0 intera2ti4it6 eEists; if at all

'e> mar?eting is >ase0 on 1ig1 le4el of intera2ti4it6

"etting 2ustomer fee0>a2? is a 3ainsta?ingl6 slo5 3ro2ess

Customer fee0>a2? is imme0iate

Tra2?ing t1e effe2ti4eness of t1e A04ertisement efforts is relati4el6 0iffi2ult

Effe2ti4eness 2an >e easil6 monitore0

Mar?eting efforts are restri2te0 >6 time an0 s3a2e

On t1e internet; A04ertisement 2an >e 2arrie0 out </ 1ours a 0a6; :., 0a6s a 6ear

Tra0itional mar?eting is stati2 'e> a04ertising is 06nami2 an0 multime0ia su33orte0

<1M.P.Birla Institute of Management

Tra0itional a04ertising 0oes not in4o?e imme0iate a2tion

'e> a04ertising reFuires t1e user to ta?e imme0iate a2tion * li?e 2li2?ing on t1e >anner a0 an0 t1us going to 6our site to ?no5 more of 2om3an6

A04ertisements are 3assi4el6 re2ei4e0

T1e user 1as a 1ig1 attention le4el 51ile 1e is on t1e net. T1us a04ertisements get noti2e0; remem>ere0; an0 a2te0 u3on

A04ertisements are u>iFuitous

Here; 51ile sear21ing for tra4el sites; a0s relate0 to tra4el agen2ies are 0is3la6e0

A04ertising 0oes not target a fo2use0 A04ertisements are 4er6 fo2use0. PC au0ien2e soft5are 2an >e 0is3la6e0 to PC users; 51ile MAC users are not s1o5n t1ose a0s

<<M.P.Birla Institute of Management

STATEMENT OF THE PROB$EMB

Is Online a04ertising effe2ti4e in influen2ing t1e 3otential Bu6ersN

Internet is one of t1e im3ortant me0iums t1at o5n all ?in0s of features; 51i21 im3lies a great 3otential an0 3o5erful a04ertising me0ium in t1e future. In a00ition; Internet 1as a >etter im3a2t t1an tra0itional me0ia in t1e features li?e Format ariet6; Affinit6; an0 Preser4a>ilit6. Furt1ermore; Internet is t1e onl6 me0ium so far 51i21 o5ns t1e feature of intera2ti4it6. T1at 2reates lots of ne5 2ommuni2ation o33ortunities an0 3ossi>ilities t1at 5ere una>le to >e a21ie4e0 in t1e 3ast >e2ause of t1e limitation of me0ia te21nologies. In s3ite of t1ese 51et1er t1e online a04ertisement is effe2ti4e in influen2ing t1e Potential Bu6ers in mo0ern ere.

OBRECTI E OF THE ST%!(B N To as2ertain t1e im3ortan2e of online a04ertising as a 3romotional tool. N To assess t1e effe2ti4eness of online a04ertising on 3ur21asing >e1a4iour. N To as2ertain 51i21 t63e of online a04ertising is 3referre0 >6 2onsumers.

<:M.P.Birla Institute of Management

$IMITATIONS OF THE ST%!(B

1. T1e sam3le siAe is limite0 to 1++ Internet users 1en2e t1e result of t1e stu06 2annot >e ta?en as uni4ersal.

<. Fin0ings of t1e sur4e6 are >ase0 on t1e assum3tion t1at t1e res3on0ents 1a4e gi4en 2orre2t information.

:. Sin2e t1e res3on0ents 1a0 to fill t1e Fuestionnaire 51ile >us6 5it1 t1eir 1e2ti2 s21e0ule; man6 3eo3le 5ere relu2tant to ans5er.

/. T1e stu06 5as 2on0u2te0 onl6 in Bangalore Cit6 an0 t1erefore; se4eral ot1er 3otential sam3les outsi0e t1e 2it6 5ere negle2te0

</M.P.Birla Institute of Management

RE IE' OF $ITRAT%RE

Pur3oseB Re4ie5 of literature refers to i0entif6ing alrea06 eEisting literature in t1e area of 2onsumer >e1a4ior an0 mar?eting strategies; to fin0 out 51at 2ontri>ution 1as alrea06 >een ma0e so t1at it 2an ser4e a 4alua>le >ase for furt1er eE3an0ing t1e literature. t1e resear21er 51ile 21oosing t1e rele4ant literature of t1is stu06; 1as ta?en eEtreme 2are not to omit an6 literature 3ertaining to t1e effe2ti4eness of Online a04ertisement T1e 21a3ter re4ol4es aroun0 t1e 4arious rele4ant literatures s2reene0 to formulate t1e su>De2t matter of t1e 3ro3ose0 stu06

To >roa0en t1e 3ers3e2ti4e a>out t1e resear21 5or? To gain ne5 an0 4arie0 i0eas To a2Fuire more ?no5le0ge along 5it1 t1e 0ire2t eE3erien2e To ?no5 t1e 2urrent issues 5it1 res3e2t to t1e resear21 area To s3ot t1e area 51i21 1a4e not >een 2o4ere0

Met1o0olog6

For t1e 3ur3ose of literature sur4e6; a sam3le sur4e6 5as a0o3te0 t1roug1 t1e Stru2ture0 &uestionnaire; an0 information 5as gat1ere0 >6 t1ose 51o 1a0 2on0u2te0 stu06; T1e information 5as also sear21e0 in li>raries in 4arious re3orts; Dournals an0 internet sites 5ere also s2anne0 for t1e aut1enti2ities of t1e su>De2t matter.

<,M.P.Birla Institute of Management

METHO!O$O"(

!EFINITION OF RESEARCH !ESI"NB

It is a >asi2 3lan; 51i21 gui0es t1e 0ata 2olle2tion an0 anal6sis 31ases of t1e 3roDe2t. It is a frame 5or?; 51i21 s3e2ifies t1e t63e of information to >e 2olle2te0; t1e resour2es of 0ata 2olle2tion 3ro2e0ure.#

* T1omas )innear

A resear21 0esign is a mar?et 3lan or mo0el for 2on0u2tion a formal in4estigation. It is a s3e2ifi2ation of met1o0s an0 3ro2e0ures for a2Fuiring t1e information nee0e0 for sol4ing of an6 3ro>lem.

Resear21 0esign is t1e strateg6 for a stu06 an0 t1e 3lan >6 51i21 t1e strateg6 is to >e 2arrie0 out. It s3e2ifies t1e met1o0s an0 3ro2e0ures for t1e 2olle2tion; measurement an0 anal6sis of 0ata. %nfortunatel6; t1ere is no sim3le 2lassifi2ation of resear21 0esigns t1at 2o4ers t1e 4ariation foun0 in 3ra2ti2e. Sam3ling Met1o0 T1e sam3ling 3ro2e0ure use0 5as conveniencean0 judgment

sampling ; as in Fuestionnaire 5ere a0ministere0 at 3la2es li?e t1e resi0ents; 26>er 2enter; Offi2e an0 2olleges in Bangalore Cit6.

<.M.P.Birla Institute of Management

Tools for 0ata 2olle2tion Intera2tion 5it1 Res3on0ents 5as in t1e form of fa2e*to*fa2e inter4ie5s 5it1 t1e 1el3 of Fuestionnaire. T1e Fuestionnaire 2onsiste0 of a set of Fuestions; as?e0 to t1e res3on0ent for 1is@1er res3onse; t1e Fuestionnaire 5as stru2ture0 an0 non*0isguise0. It 5as 0one in a 3rearrange0 or0er an0 t1e o>De2t of t1e resear21 5as re4eale0 to t1e res3on0ent. T1e Fuestionnaire 2onsiste0 of 2om>ination of o3en en0e0 an0 2lose*en0e0 Fuestion.

Primar6 !ata T1e 3rimar6 0ata 5as generate0 t1roug1 eEtensi4e use of a stru2ture0 Fuestionnaire; 51i21 1a0 >ot1 t1e o3en en0 an0 2lose*en0e0 Fuestions. T1e6 5ere 2on0u2te0 in Bangalore Cit6 an0 t1e 0ata 2olle2te0 5as use0 for t1e 3ur3ose of anal6sis an0 inter3retation. Se2on0ar6 !ata T1e se2on0 0ata 5as 2olle2te0 from t1e follo5ing sour2esB Boo?s MagaAines 'e>site Rournals 7!etails are gi4en in t1e $iterature Re4ie5 at t1e Re3ort8 Sam3le SiAe A total of 1un0re0 res3on0ents 5ere inter4ie5e0 0uring t1e sur4e6; T1e in3ut from t1ese res3on0ents 51i21 5as 2olle2te0 in Bangalore Cit6 forme0 t1e 3rimar6 0ata for t1e stu06.

<=M.P.Birla Institute of Management

!ATA PROCESSIN" Colle2te0 0ata 5as Anal6Ae0 an0 ta>ulate0 5it1 t1e 1el3 of MS EE2el an0 t1en t1e6 1a4e >een 3resente0 in t1e ta>les an0 "ra31s in t1is re3ort. T1ese are t1e >asis for 0ra5ing t1e a33ro3riate 2on2lusion for t1is 3roDe2t. Areas Co4ere0 N BTM $a6out N Ra6anagar /t1 Blo2? N )oramangala

<GM.P.Birla Institute of Management

IN!%STR( PROFI$E

"Advertising is the ability to sense, interpret . . . to put the very heart throbs o a business into type, paper and in!." * $eo Burnett T1is statement Fuote0 >6 $eo Burnett a fe5 0e2a0es ago still 1ol0s groun0 as strongl6 as it 0i0 >a2? t1en. Per1a3s; 5it1 t1e ne5 me0ium 2alle0 t1e Internet; 5e 2an su>stitute t63e; 3a3er an0 in? 5it1 site; 3age an0 lin?. Internet is fast emerging as a 3o5erful me0ium of a04ertising in t1e ne5 millennium. 'it1 t1e num>er of Internet users in2reasing manifol0; t1e ne5 me0ium is 4ie5e0 as t1e a04ertiserJs 0ream. T1e Internet is t1e fastest gro5ing me0ium in t1e <+++Cs 5it1 millions of users an0 an a4erage estimate0 gro5t1 of 1</K annuall6. It 1as great 3otential as an a04ertising me0ium. Online a04ertising offers t1e a04antage of rea21ing an0 intera2ting 5it1 t1e target au0ien2e; irres3e2ti4e of geogra31i2al >arriers; in real time. Internet offers t1e fleEi>ilit6 of t5o*5a6 2ommuni2ation; t1roug1 fee0>a2? an0 intera2tion in real time. Online a04ertising 3resents t1e fleEi>ilit6 of moul0ing t1e 2am3aign in res3onse to t1e effe2ti4eness in real time. Internet a04ertising is >e2oming a 3art of some 2om3anies mar?eting strateg6* 1o5e4er it reFuires ne5 strategies an0 t1in?ing. T1e >enefits of Internet a04ertising are its a>ilit6 to 2o4er all Promotional o>De2ti4es from a5areness to a2tion >6 le4eraging all Fi4e Elements in t1e 3romotion miE. T1e Internet is also a 1ig1l6

<HM.P.Birla Institute of Management

sele2ti4e; 2ost effe2ti4e me0ia 5it1 greater measura>ilit6 t1an an6 ot1er me0ia.

!es3ite 1ig1er glo>al rea21 Internet is not 6et a lo2al mainstream me0ia. T1e Internet offer 2om3anies targeting 5ell*e0u2ate0; inno4ati4e; affluent males or stu0ents great 3otential for su22ess as t1eir segments are 1ig1l6 re3resente0. Pro0u2ts 5it1 1ig1 information intensit6 an0 1ig1 >u6er in4ol4ement are also a33ro3riate for Internet 3romotion 0ue to its large information 2a3a2it6 at lo5 2osts. Its 0istri>ution o33ortunit6 is es3e2iall6 suita>le for t1e in2reasing 21annel of mail or0er 3ro0u2ts

$o5 3ro0u2t fit or lo5 au0ien2e fit 2om3anies 2an >enefit >6 >uil0ing a >ran0 image to esta>lis1 a user lin? or sim3l6 to learn a>out intera2ti4e me0ia. Tra0itional a04ertising is 2onsume0 3assi4el6; 6et on t1e Internet; users 1a4e to a2ti4el6 sele2t an a04ert. T1is 21anges t1e 5a6 a04ertisers generate an0 retain 2ustomers. To 3ersua0e 4isitors to re4isit an0 s3en0 time on t1e 5e>site; a04ertisers must fulfill real 2ustomer nee0s on a 2ontinuous >asis. T1is reFuires 2lear o>De2ti4es an0 targeting. Informati4e Fualit6 2ontent; a04ertisement 5it1 interesting entertainment or 0ire2t sales 3ossi>ilities 2an a00 4alue to t1e 2ustomer.

T1e 2ommer2ial in0ustr6 is going t1roug1 a ra3i0 an0 ra0i2al 0e4elo3ment from t1e <+++Js. "ro5t1 in 0is3osa>le in2ome; in2rease0 3ur21ase information an0 alternati4e ser4i2e an0 3ro0u2t offerings 1a4e eE3an0e0 t1e 2ustomerCs >argaining 3o5er. To0a6Cs a04ertiser must in0i4i0ualiAe; 0ifferentiate an0 2ustomiAe to a21ie4e a04ertising effe2ti4eness. Targeting an0 >uil0ing a relations1i3 5it1 2ustomers on an in0i4i0ual >asis is essential to >e a su22essful a04ertiser in t1e <+++Js.

:+M.P.Birla Institute of Management

T1e a04ertisers i0eal is t1e S>est 3ossi>le rea21 5it1in a 5ell* 0efine0 au0ien2e 7sele2ti4it68 5it1 goo0 3ossi>ilities of fee0>a2? an0 lo5 2ostsC; 51ile mass 2ommuni2ation often for2es t1e a04ertiser to a22e3t 1ig1 rea21 5it1 a lo5 sele2ti4el6 an0 no fee0>a2? o33ortunities in or0er to a21ie4e a reasona>le 2ost*effe2ti4eness. T1e follo5ing 2riteria e4aluate t1e effe2ti4eness of t1e 0ifferent me0ia. T1e6 ma6 >e ne5 2on2e3ts rig1t no5 >ut 5ill >e most essential 3art of >usiness 5orl0 in near future. In fa2t; t1e future 5e are tal?ing a>out is alrea06 1ereT An0 to sur4i4e in t1is 2utt1roat 2om3etition; sooner 6our organiAation enters 26>er 5orl0; >etter * >e2ause in 26>er 5orl0; itJs al5a6s a one*5a6 traffi2; no loo?ing >a2? >ut Dust Aooming a1ea0 * at lig1tning s3ee0T

:1M.P.Birla Institute of Management

PRO!%CT PROFI$E

Some of t1e im3ortant 3ro0u2ts offere0 >6 'e> A04ertising are liste0 >elo5B

'e> >anner an0 3anel a0s

T1ese are small re2tangular gra31i2 images t1at usuall6 1a4e a 2all to a2tion 7$i?e LCli2? 1ereL8. T1ese >anners are 3la2e0 on ot1er 1ig1 traffi2 5e> sites li?e (a1oo; AO$ et2 so as to get an o33ortunit6 To See 7OTS8. T1e6 2an >e 3la2e0 at t1e to3 or >ottom of a 3age. Or an651ere 6ou li?e t1em to >e. Interstitial

Anot1er mo0el of 'e> a04ertising * A s1ort*li4e0; usuall6 animate0 a0 t1at 3o3s u3 in t1e >ro5ser 5in0o5 for a>out ,*1+ se2on0s 51ile a 3age is 0o5nloa0ing an0 t1en 0isa33ears. Inline A04ertisements

:<M.P.Birla Institute of Management

Po3*%3 'in0o5s

A 3o3*u3 5in0o5 0eli4ers t1e a04ertisement in a ne5 5in0o5 on to3 of t1e site 2ontent. '1en 6ou 4isit Home3ages on Tri3o0.2om or "eo2ities.2om 7A04ertisement su33orte0 free 1ome3age sites8; a se2on0ar6 5in0o5 automati2all6 3o3s u3 2ontinuousl6 rotating a04ertisement of s3onsors. 'e>site s3onsors1i3s

Here; t1e entire 'e>site is s3onsore0 >6 an a04ertiser. T1ese sites are usuall6 2ontent or ser4i2e >ase0 an0 1as a 4er6 1ig1 traffi2 >e2ause of t1eir utilit6 4alue. Classifie0s

Similar to 2lassifie0s in t1e real 5orl0; a04ertisers in C6>ers3a2e 2an 3a6 for t1eir a04ertisements to >e liste0 in online 2lassifie0s. From 3ro0u2ts an0 ser4i2es to 1ea01unting an0 matrimonial; an6 su>De2t is 2o4ere0.

Mailing list a0s

Inline a0s 3ro4i0e a 5a6 for s3onsors to generate lea0s or 0eli4er ri21 >ran0 >uil0ing messages. Similar to 3rint a04ersarial; inline a0s integrate 5it1in site 2ontent; ensuring t1at a site 4isitor 5ill see t1em for sure. EEam3leB '1en 6ou sear21 using Meta2ra5ler an0 get results; 6ou 5ill see su21 inline a0 in* >et5een sear21 results.

::M.P.Birla Institute of Management

A0s on C1at

C1at is a ser4i2e a4aila>le on t1e net for t5o or more 3eo3le to 2on4erse 5it1 one anot1er t1roug1 t1eir ?e6>oar0s. Com3anies t1at offer t1ese 21at ser4i2es for free; earn t1eir re4enue from a04ertisements t1at are 0is3la6e0 to e4er6one using t1ese 21at ser4i2es. So; 'e> mar?eting an0 e*Business; >ot1 are ne5 2on2e3t of 0oing t1e >usiness an0 are inter*2om>ine0 an0 are irre3la2ea>le 3art of t1e 26>er 5orl0. T1e "o4ernment initiati4es

Mailing lists are e*mails sent to grou3 of su>s2ri>ers at regular inter4als fo2using on a 3arti2ular to3i2. T1ese e*mails 2an 2ontains ti3s; 1ints or e4en Do?es for free an0 are sustaine0 >6 a04ertisements t1at are inters3erse0 t1roug1out t1e >o06 of t1e e*mail. A0s are usuall6 in .*G line of teEt instea0 of gra31i2s an0 animations li?e >anner a0s.

:/M.P.Birla Institute of Management

 Free Rig1t of 5a6 fa2ilit6 5it1 no 21arge in 2as1 or ?in0; to a22ess 3ro4i0ers to la6 o3ti2al fi>er net5or?s along National Hig15a6s; State Hig15a6s an0 ot1er roa0s. Permission of Inter2onne2ti4it6 of "o4ernment an0 2lose0 user grou3 7C%"8 net5or?s. T1e esta>lis1ment of Pu>li2 Teleinfo Centers 7PTIC8 1a4ing multime0ia 2a3a>ilities 1as >een 3ermitte0. 1++K F!I allo5e0 in B<B e*2ommer2e.

Measuring t1e Effi2ien26 an0 Effe2ti4eness of t1eir Site.

'1at metri2s s1oul0 >e 2onsi0er 51en 2al2ulating t1e 4alue of t1e 'e> site; or t1e return on in4estmentN $etCs start 5it1 3erforman2e T1e "o4ernment 1as ta?en ?e6 initiati4es o4er t1e 3ast fe5 6ears toan0 2reate an en4ironment a4aila>ilit6. To sa6 t1at t1at is slo5 2on0u2i4e 3agesto are E*2ommer2e t1e ?iss of 0eat1 a2ti4it6. 0oesnCt T1eseta?e in2lu0e all t1e t1e 3ossi>ilities into a22ount. '1en National Semi2on0u2tor as?e0 its 0esign follo5ing engineer 2ustomers a>out t1e nee0 for s3ee0; site 4isitors sai0 t1at an6t1ing more t1an N eig1t Announ2ement se2on0s for of a t1e na4igation Information 3age Te21nolog6 an0 :+ se2on0s A2t <++<; for a51i21 0ata 3ut in 3la2e a 26>er; la5 regime in t1e Countr6. s1eet 5as intolera>le. N Announ2ement of t1e ISP 3oli26 for t1e entr6 of 3ri4ate Internet ser4i2e 3ro4i0ers in No4em>er 1HHG T1e A04ertiser s1oul0 also 2onsi0er t1e t63e an0 num>er of 3ages of t1eir site t1at 4isitors loo? at 0uring a single Are more 3ages >etterN N Permission to 3ri4ate ISPCs to set 4isit. u3 international gate5a6s. '1en 4isitors first arri4e an0 are in4estigating t1e 0e3t1 an0 >rea0t1 of t1e N Permission of Internet a22esses t1roug1 2a>le T infrastru2ture. offerings; more 3ages is goo0. But if t1e6 are tr6ing to sol4e a 3ro>lem >6 N Initiation of t1e setting u3 of t1e National Internet Ba2?>one. slogging t1roug1 t1e Fuagmire of 6our se2tion of LfreFuentl6 as?e0 FuestionsL 3ages t1at intert5ine0 li?e t1enational roots of long s5am3 trees; ser4i2es more is 0efinitel6 N are Announ2ement of t1e 0istan2e >e6on0 not t1e ser4i2e area to t1e 3ri4ate area. merrier. N Com3lete non*mono3oliAation of un0ersea fi>er 2onne2ti4it6 for ISP on August <+++.

:,M.P.Birla Institute of Management

$oo?ing for 3atterns

If t1e A04ertiser ma?e use of 2oo?ies to anal6Ae t1e 3at1 of ea21 4isitor; t1en t1e6 2an start to ma?e assum3tions a>out 51at 3eo3le are loo?ing for an0 if t1e6 1a0 trou>le fin0ing it. T1e tri2? is to loo? for 3atterns.

T1e resear21er; t1e 2om3arison s1o33er an0 t1e >u6er all 1a4e t1eir o5n traffi2 3atterns; an0 itCs u3 to 6ou to ser4e t1em a22or0ing to t1eir nee0s. If 3eo3le are al5a6s 2li2?ing from t1e 3ro0u2t 3age to t1e 5arrant6 3age an0 >a2?; itCs goo0 ste5ar0s1i3 to 3ut t1e 3ertinent information on t1e 3ro0u2t 3age an0 sa4e t1em a 2li2?. 'at21 51ere t1e6 go an0 t1en 0o 51at 6ou 2an to ma?e t1eir 5a6 easier neEt time.

T1e final 2onsi0eration is 1o5 often 3eo3le 4isit 6our site a 2om>ination of re2en26 an0 freFuen26. ItCs great t1at some>o06 2ame to 6our site 1+ times in one 0a6; >ut if t1at 0a6 5as siE mont1s ago; it 5onCt 0o 6ou an6 goo0. T1e most 0esira>le re2en26*freFuen26 tall6 is 0ifferent for 0ifferent t63es of sites. If 6our name is (a1ooT or AO$; t1en 6ou 5ant all t1e 3eo3le; all t1e time. If 6our 'e> site is lo2ate0 at 1tt3B@@555.urnsan02as?ets.2om; 6ou ma6 feel a little 3eo3le 51o 2ome >a2? 0a6 after 0a6 an0 sta6 a 51ile. I0entif6ing 3ros3e2ts

I0entif6ing 51at 3attern is t1e >est in0i2ation of imminent 3ro2urement 51i21 0e3en0s u3on t1e Re4ie5 of t1e site 3at1 ta?en >6 t1ose 51o 2om3lete0 t1e 3ur21ase an0 5at21 for it again. (our site 2an ma?e s3e2ial offer 51en a 3otential 2ustomer 4isits a 2ertain num>er of times or loo?s at 3arti2ular 3ages. An0 t1en 6ou 2an go one ste3 furt1er; 2alle0 "enialit6Cs a

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2le4er soft5are t1at 5ill 0etermine t1e fe5est attri>utes 2ommon to t1ose 51o 3erforme0 t1e 0esire0 a2t 73ur21ase; register; su>s2ri>e; et2.8. It s1ifts t1roug1 mountains of 0ata a>out 6our 2ustomers so 6ou 2an more Fui2?l6 re2ogniAe t1e ones 51o are statisti2all6 most li?el6 to >u6; an0 it 2an tell 6ou 51i21 offer is t1e one most li?el6 to ma?e t1at sale. Ta?ing all t1is into t1e 2onsi0eration one 2an manage t1eir site measurement of effe2ti4eness.

Online A04ertising O3erational !efinition A04ertising Net5or? * A grou3 of 5e>sites; 51i21 s1are a 2ommon >anner ser4er T63i2all6; a sales organiAation; 51i21 manages t1e 2ommer2e an0 re3orting. An a0 net5or? 1as t1e a>ilit6 to 0eli4er uniFue 2om>inations of targete0 au0ien2es >e2ause t1e6 ser4e 6our >anner or a0 a2ross multi3le sites. Ad view * An a0 4ie5; s6non6mous 5it1 a0 im3ression; is a single a0 t1at a33ears 7usuall6 in full 4ie5 5it1out s2rolling8 on a 'e> 3age 51en t1e 3age arri4es at t1e 4ie5erCs 0is3la6. A0 4ie5s are 51at most 'e> sites sell or 3refer to sell. A 'e> 3age ma6 offer s3a2e for a num>er of a0 4ie5s. In general; t1e term im3ression is more 2ommonl6 use0. A iliate mar!eting * Affiliate mar?eting is t1e use >6 a 'e> site t1at sells 3ro0u2ts of ot1er 'e> sites; 2alle0 affiliates; to 1el3 mar?et t1e 3ro0u2ts. AmaAon.2om; t1e >oo?seller; 2reate0 t1e first large*s2ale affiliate 3rogram an0 1un0re0s of ot1er 2om3anies 1a4e follo5e0 sin2e. "andwidth* T1e amount of information t1at 2an >e transmitte0 o4er 2ommuni2ations lines at one time. T1e 1ig1er t1e >an05i0t1; t1e faster t1e 'e> 3age loa0s. $imite0 >an05i0t1 is t1e main reason for ?ee3ing 3i2tures small. Rust as it seems 5e 5ill ne4er 1a4e fast enoug1 2om3uters; it feels li?e 5e 5ill ne4er 1a4e enoug1 >an05i0t1. T1e amount of resear21 an0 0e4elo3ment mone6 >eing t1ro5n at t1is 3ro>lem s1oul0 6iel0 sur3rising results >efore long.

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#lic! * A22or0ing to a0 in0ustr6 re2ommen0e0 gui0elines from FAST; a 2li2? is J51en a 4isitor intera2ts 5it1 an a04ertisement.J T1is 0oes not a33arentl6 mean sim3le intera2ting 5it1 a ri21 me0ia a0; >ut a2tuall6 2li2?ing on it so t1at t1e 4isitor is 1ea0e0 to5ar0 t1e a04ertiserCs 0estination. 7It also 0oes not mean t1at t1e 4isitor a2tuall6 5aits to full6 arri4e at t1e 0estination; >ut Dust t1at t1e 4isitor starte0 going t1ere8. #lic! streams * T1e ele2troni2 3at1 a user ta?es 51ile na4igating from site to site; an0 5it1in site; from 3age to 3age. #lic! $hrough * T1e a2t of 2li2?ing on a >anner or ot1er a0; 51i21 ta?es t1e use t1roug1 to t1e a04ertiserJs 'e> site. %se0 as a 2ounter 3oint to im3ressions to Du0ge t1e res3onse*in0u2ing 3o5er of t1e >anner. Cli2? T1roug1 Rate 7CTR8 * T1e res3onse rate of an online a04ertisement; t63i2all6 eE3resse0 as a 3er2entage an0 2al2ulate0 >6 ta?ing t1e num>er of 2li2? t1roug1 t1e a0 re2ei4e0; 0i4i0ing t1at num>er >6 t1e num>er of im3ressions an0 multi3l6ing >6 1++ to o>tain a 3er2entage * EEam3le * <+ 2li2?s @ 1;+++ im3ressions U .+< E 1++ U <K CTR #%A * Cost Per A2tion. T1e 3ri2e 3ai0 >6 an a04ertiser for ea21 Ja2tionJ t1at a 2ontent site 0eli4ers. JA2tionJ ma6 >e a sale; a lea0; a su22essful form fill*out; a 0o5nloa0 of a soft5are 3rogram or an e*2ommer2e sale of a 3ro0u2t. Bot1 t1e a2tion; 3ri2e an0 terms of a CPA 3ur21ase are mutuall6 agree0 u3on >6 t1e a04ertiser an0 2ontent site an0 su21 a 3ur21ase t63i2all6 in4ol4es a >a2? en0 tra2?ing s6stem 3ro4i0e0 >6 t1e a04ertiser t1at allo5s t1e 2ontent site to 4ie5 2li2?s an0 a2tions e4er6 </ 1ours if t1e6 21oose to 0o so. #%# * Cost Per Cli2?. T1e 3ri2e 3ai0 >6 an a04ertiser to a 2ontent site. '1en >u6ing on a Cost Per Cli2? mo0el; t1e a04ertiser an0 2ontent site 1a4e mutuall6 agree0 t1at t1e 2ontent site 5ill 2ontinue to 0is3la6 t1e a04ertiserCs a0 2reati4e until - num>er of 2li2?s 1a4e >een 0eli4ere0 * t1e amount 3ur21ase0. As 5it1 ot1er forms of online a04ertising; s 0e3en0ent on 2ontent;

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au0ien2e rea21e0 an0 targete0 0eli4er6 * %ntargete0 >eing o5ner 3ri2e0; targete0 to an affluent au0ien2e >eing at t1e 1ig1 en0 of t1e rate s2ale. #%M * Cost Per T1ousan0 7Roman Numeral8 im3ressions. T1e 3ri2e 3ai0 >6 an a04ertiser for a 2ontent site 0is3la6ing t1eir >anner 1;+++ times. #%S * Cost Per Sale. T1e 3ri2e 3ai0 >6 an a04ertiser to a 2ontent site for ea21 sale t1at results from a 4isitor 51o is referre0 from t1e 2ontent site to t1e a04ertiserCs site. T1is t63e of >u6ing mo0el is t63i2all6 tra2?e0 5it1 2oo?ies; 51ere t1e 2oo?ie is offere0 on t1e 2ontent site an0 rea0 on t1e a04ertiserCs site at t1e su22ess 3age after su22essful 2om3letion of one transa2tion@sale. T63i2al rates@>ounties range >et5een ,K an0 <,K of t1e retail 3ri2e of t1e 3ro0u2t or ser4i2e >eing sol0. See also CPA a>o4e. #oo!ies* Client*si0e teEt file t1at is use0 >6 'e> ser4ers to store information a>out t1e site 4isitor an0 4isitor >e1a4ior. Information 3ertaining to a site 2an onl6 >e rea06 t1e si0e t1at 5rote t1e information. %se0 to i0entif6 re3eat 4isitors an0 tra2? 4isitor >e1a4ior. & ective 're(uency* T1e num>er of times an a0 s1oul0 >e s1o5n to one 3erson to realiAe t1e 1ig1est im3a2t of t1e a0 5it1out 5asting im3ressions on t1at in0i4i0ual. 're(uency * T1e num>er of times a gi4en 3erson 5ill see an a0 in a gi4en time 3erio0. "ross EE3osures@"ross Im3ressions * T1e total num>er of times an a0 is s1o5n; in2lu0ing 0u3li2ate s1o5ings to t1e same 3erson. )its* E4er6 time a file is sent >6 a ser4er; >e it teEt; gra31i2; 4i0eo; an0 so on; it is re2or0e0 as a 1it. Not a relia>le gauge to 2om3are 0ifferent sites; as one 3age 5it1 fi4e gra31i2 elements 5ill register siE 1its 51en 4ie5e0; 51ile a 3age 5it1 no gra31i2s 5ill onl6 register one 1it. *mpression * T1e O33ortunit6 To See 7OTS8 a >anner or ot1er a0 >6 a surfer. '1en a 3age t1at in2lu0es a >anner is 4ie5e0; it is 2onsi0ere0 an im3ression. In4entor6 * T1e amount of a4aila>le s3a2e for >anners on a 'e> site t1at 2an >e 0eli4ere0 in a gi4en time 3erio0. Also ?no5n as t1e amount of

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gross im3ressions 3er mont1 7or 2li2?s if t1e 3u>lis1ers is selling on a Cost Per Cli2? rate mo0el8 a4aila>le for sale to a04ertisers >6 a 'e> 3u>lis1er. +in! * A 163erteEt 2onne2tion >et5een t5o 0o2uments; image ma3s; gra31i2s; an0 t1e li?e. %age view* '1en a 'e> 3age is reFueste0 >6 some>o06 t1roug1 a >ro5ser. Page4ie5s are often use0 to tra2? t1e num>er of im3ressions a >anner gets. Run,o ,networ!* A run*of*net5or? a0 is one t1at is 3la2e0 to run on all sites 5it1in a gi4en net5or? of sites. A0 sales firms su21 as $atitu0eH+ 1an0le run*of*net5or? insertion or0ers in su21 a 5a6 as to o3timiAe results for t1e >u6er 2onsistent 5it1 1ig1er 3riorit6 a0 2ommitments. Run,o ,site * A run*of*site a0 is one t1at is 3la2e0 to rotate on all non*feature0 a0 s3a2es on a site. CPM rates for run*of*site a0s are usuall6 less t1an for rates for s3e2iall6*3la2e0 a0s or s3onsors1i3s. Spam* Originall6 3osting an a0 to multi3le ne5sgrou3s; no5 use0 to 0es2ri>e unsoli2ite0 email a04ertising. Name0 after a s?it >6 Mont6 P6t1on; s3am is one mar?eting an0 a04ertising te21niFue to a4oi0 at all 2osts -ni(ue visitor* A uniFue 4isitor is someone 5it1 a uniFue a00ress 51o is entering a 'e> site for t1e first time t1at 0a6 7or some ot1er s3e2ifie0 3erio08. T1us; a 4isitor t1at returns 5it1in t1e same 0a6 is not 2ounte0 t5i2e. A uniFue 4isitors 2ount tells 6ou 1o5 man6 0ifferent 3eo3le t1ere are in 6our au0ien2e 0uring t1e time 3erio0; >ut not 1o5 mu21 t1e6 use0 t1e site 0uring t1e 3erio0. .iew* A 4ie5 is; 0e3en0ing on 51atCs meant; eit1er an a0 4ie5 or a 3age 4ie5. %suall6 an a0 4ie5 is 51atCs meant. T1ere 2an >e multi3le a0 4ie5s 3er 3age 4ie5s. ie5 2ounting s1oul0 2onsi0er t1at a small 3er2entage of users 21oose to turn t1e gra31i2s off 7not 0is3la6 t1e images8 in t1eir >ro5ser.

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.isit * A 4isit is a 'e> user 5it1 a uniFue a00ress entering a 'e> site at some 3age for t1e first time t1at 0a6 7or for t1e first time in a lesser time 3erio08. T1e num>er of 4isits is roug1l6 eFui4alent to t1e num>er of 0ifferent 3eo3le t1at 4isit a site. T1is term is am>iguous unless t1e user 0efines it; sin2e it 2oul0 mean a user session or it 2oul0 mean a uniFue 4isitor t1at 0a6.

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H(POTHESIS
It is usuall6 2onsi0ere0 as t1e 3rin2i3al instrument in t1e resear21; it ma6 >e 0efine0 as a 3ro3osition or a set of 3ro3ositions set fort1 as an eE3lanation for t1e o22urren2e of some s3e2ifie0 grou3 of 31enomenon eit1er asserte0 merel6 as a 3ro4isional 2onDe2ture to gui0e some in4estigation or a22e3te0 as 1ig1l6 3ro>a>le in t1e lig1t of esta>lis1e0 fa2ts.

Testing of 163ot1esis

Te21niFues of 163ot1esis testing are use0 if 5e 1a4e an i0ea a>out t1e 4alue of t1e 3arameter in Fuestion. T1e mo0ern t1eor6 of 3ro>a>ilit6 3la6s a 4ital role in 0e2ision ma?ing an0 t1e >ran21 of statisti2s 5it1 1el3s in arri4ing at t1e 2riteria for su21 0e2ision is ?no5n as testing of 163ot1esis.

C1i*sFuare Test

C1i*sFuare test statisti2all6 0etermines signifi2an2e in t1e anal6sis of freFuen26 0istri>ution. T1e logi2 in4ol4e0 in t1e 21i*sFuare test is t1at of 2om3aring t1e o>ser4e0 freFuen2ies an0 t1e eE3e2te0 freFuen2ies. It is 2alle0 a non*3arametri2 test >e2ause it is >ase0 51oll6 on sam3le o>ser4ations an0 0oes not reFuire an6 4alue 2orres3on0ing to a 3o3ulation 3arameter it is 0efine0 as C1i*sFuare test

Null H63ot1esisB H+ It asserts t1at t1ere is a signifi2ant influen2e of features of Online A04ertisement on t1e effe2ti4eness of online A04ertisement.

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Alternati4e H63ot1esisB H1 T1ere is no signifi2ant influen2e of features of online A04ertisement on t1e Effe2ti4eness of online A04ertisement.

Signifi2an2e $e4elB T1e 2riti2al 3ro>a>ilit6 in 21oosing >et5een t1e null an0 alternati4e 163ot1esis. T1e eEa2t le4el of signifi2an2e is largel6 0etermine0 >6 1o5 mu21 ris? one 4aria>le is 5illing to ta?e an0 its effe2t on t1e ot1er 4aria>le.

!egree of Free0omB It refers to t1e num>er of o>ser4ations t1at 2an >e 4arie0 5it1out 21anging t1e 2onstraints or assum3tions asso2iate0 5it1 a numeri2al s6stem.

TAB$E O ..1
(a1ooRe0iff Sif6 MSN Total Creati4it6 1. : 1 : <: Attra2ti4eness 1: < / 1 <+ Information </ , : < :/ A22essi>ilit6 1H < < + <: Total =< 1< 1+ . 1++

/:M.P.Birla Institute of Management

TAB$E O..<

O E 7O*E8 7O*E8< 7O*E8<@E 1..++ 1..,.*+.,.+.:1+.+< :.++ <.=.+.</+.+.+.+< 1.++ <.:+*1.:+1..H+.=: :.++ 1.:G1..<<..<1.H+ 1:.++ 1/./+*1./+1.H.+.1/ <.++ <./+*+./++.1.+.+= /.++ <.++<.++/.++<.++ 1.++ 1.<+*+.<++.+/+.+: </.++ </./G*+./G+.<:+.+1 ,.++ /.+G+.H<+.G,+.<1 :.++ :./+*+./++.1.+.+, <.++ <.+/*+.+/+.+++.++ 1H.++ 1..,.<.//,.H,+.:. <.++ <.=.*+.=.+.,G+.<1 <.++ <.:+*+.:++.+H+.+/ +.++ 1.:G*1.:G1.H+1.:G Total =.1=

From t1e a>o4e 2al2ulate0 ta>le it is 2lear t1at t1e Cal2ulate0 4alue is =.1= an0 t1e ta>le 4alue at ,K signifi2ant le4el is 1..H< so t1is states t1at a22e3t t1e Null H63ot1esis

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TAB$E No*..:
Ta>le s1o5ing "en0er Classifi2ation "en0er No Of Per2entage Res3on0ent Male .= .=K Female :: ::K Total 1++ 1++K

Anal6sis an0 Inter3retation As o>ser4e0 from t1e gi4en ta>le an0 "ra31 t1e sam3le 2onstitutes of .=K male res3on0ents an0 ::K female res3on0ents. T1ere is a Fuite a lot of 0ifferen2e >et5een t1e num>er of males an0 females in t1e sam3le. In near future t1e 3er2entage 5ill 0efinitel6 in2rease 5it1 t1e in2rease in t1e Female E*a5areness.

"RAPH No*..1

Num>er of Res3on0ent

::K Male Female .=K

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TAB$E No*../
Ta>le s1o5ing Age Classifi2ation

A"E No. Of Per2entage "rou3 Res3on0ent Belo5 <+ <+ <+K <+*<, :, :,K <,*:+ :, :,K A>o4e :+ 1+ 1+K TOTA$ 1++ 1++K

Anal6sis an0 inter3retation

As it 2an >e o>ser4e0 from t1e gi4en ta>le; t1e maDor 3ortion of sam3le 7:, K8 is 2onstitute0 of 3eo3le in t1e age grou3 >et5een <+*<, 6ears; an0 also a 3ortion of sam3le i.e. 7:, K8 of res3on0ent are in t1e age grou3 >et5een <,*:+ 6ears; 7<+K8 of t1e res3on0ent are in t1e age grou3 >elo5 <+ 6ears; an0 t1e rest 71+K8 of t1e res3on0ent are in t1e age grou3 of a>o4e :+ 6ears. T1is states t1at t1e a04ertisement s1oul0 target more of t1e (oung netiAens to in2rease t1e a5areness of t1eir 3ro0u2ts or ser4i2es 51i21 in turn in2reases t1eir sales re4enue.

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"RAPH No*..<

Age "rou3 Of Res3on0ent

1+K <+K

:,K

Belo5 <+ <+*<, <,*:+ A>o4e :+

:,K

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TAB$E No*..,
Ta>le s1o5ing t1e O22u3ation of Res3on0ent OCC%PATION No. Of Per2entage Res3on0ent Stu0ent /+ /+K Em3lo6ee Self Em3lo6e0 <, <,K Ot1ers 1+ 1+K Total 1++ 1++K <, <,K

Anal6sis an0 inter3retation

As seen from t1e a>o4e ta>le an0 21art; maDorit6 of t1e res3on0ent 7/+ 3er2ent8 are 2ollege stu0ents; 7<, 3er2ent8 are engage0 in >usiness. 7<, 3er2ent8 are em3lo6ees of 4arious se2tors li?e IT Professionals C1arte0 A22ountants; $a56ers; College Professor. 71+ 3er2ent8 are ot1ers 2onstituting 1ouse5i4es I 21il0ren. T1is s1o5s t1at mainl6 2ollege stu0ents are intereste0 in >ro5sing. So it is 3refera>le for t1e A04ertiser to 2on2entrate mainl6 on t1e College Stu0ents to 3romote t1eir A0s an0 influen2e t1em in in2reasing t1eir sales A2ti4ities.

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"RAPH No*..:

O22u3ation of t1e Res3on0ent

1+K <,K /+K

<,K

Stu0ent Em3lo6ee Self Em3lo6e0 Ot1ers

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TAB$E No*...
Ta>le s1o5ing t1e FreFuen26 an0 !uration s3ent in Surfing No of $ess t1an 1 1r 11r * < 1r < 1r O : 1r more t1an : 1r Res3on0ents 'ea?l6 T5i2e /= /<K <HK 1GK 11K 'ee?l6 on2e :+ <=K /+K <:K 1+K Fortnig1tl6 1G 1GK :HK <=K 1.K Mont1l6 , <+K /+K <+K <+K

Anal6sis an0 inter3retation

From t1e a>o4e ta>le an0 gra31 it is 2lear t1at /= res3on0ents >ro5se 5ee?l6 t5i2e; /< 3er2ent s3ent less t1an one 1our. <H 3er2ent of t1e res3on0ent s3en0 one 1our to t5o 1our. 1G 3er2ent of t1e res3on0ent s3ent t5o 1our to t1ree 1our an0 11 3er2ent of t1e res3on0ent s3ent more t1an t1ree 1ours in >ro5sing. :+ res3on0ents 51o >ro5se 5ee?l6 on2e <= 3er2ent s3ent less t1an one 1our /+ 3er2ent of t1e res3on0ents s3en0 one 1our to t5o 1our; <: 3er2ent of t1e res3on0ents s3ent T5o 1our to t1ree 1our an0 1+ 3er2ent. t1e res3on0ent s3ent more t1an t1ree 1our in Bro5sing. 1G res3on0ents 51o >ro5se fortnig1tl6; G+ 3er2ent 1as s3ent less t1an one 1our :H 3er2ent of t1e res3on0ent s3en0 one 1our to t5o 1our; <=

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3er2ent of t1e res3on0ent s3ent t5o 1our to t1ree 1our; an0 1. 3er2ent of t1e res3on0ent s3ent more t1an t1ree 1our. , res3on0ents 51o >ro5se mont1l6 <+ 3er2ent s3ent less t1an one 1our /+ 3er2ent of t1e res3on0ent s3en0 one 1our to t5o 1our <+ 3er2ent. t1e res3on0ent s3ent t5o 1our to t1ree 1our; an0 fee0 t1e 3resent of t1e res3on0ent s3ent more t1an t1ree 1our.

"RAPH No*../
FreFuen26 an0 !uration S3ent in Bro5sing

/,K /+K :,K :+K <,K <+K 1,K 1+K ,K +K $ess 11r * < < 1r O : more t1an 1 1r 1r t1an : 1r 1r 'ee?l6 T5i2e 'ee?l6 On2e Fortnig1tl6 Nont1l6

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TAB$E No*..=
Per2entage of Res3on0ents 21e2?ing Online A04ertisement Parti2ulars C1e2?ing Online A0s (es ,,K No /,K Total 1++K

Anal6sis an0 Inter3retation

From t1e !ata 2olle2te0; all t1e Res3on0ents are a5are of online A04ertisement 51ile onl6 ,,K of t1e res3on0ent 21e2? t1e A04ertisement 0is3la6e0 on t1e 'e> an0 t1e rest of /,K 0o not 21e2? man6 of t1e A04ertisement 0is3la6e0 on t1e Net. So if t1e A0s are su21 t1at 5it1 2reati4it6 an0 informati4e e4en t1ose /,K 2an also >e 2on4erte0 an0 in2lu0e0 in t1e ,,K list.

"RAPH No*..,
Per2entage of Res3on0ent 21e2?ing online A04ertisment =+K .+K ,+K /+K :+K <+K 1+K +K (esNo

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TAB$E No*..G
arious As3e2ts for Surfing Reasons for C1e2?ing Per2entage A04ertisement Pur21asing <<K Entertainment :,K Finan2ial loans 1/K A2a0emi2 HK Ro>s <+K

Anal6sis an0 Inter3retation

As o>ser4e0 from t1e A>o4e ta>le an0 "ra31 it 2learl6 in0i2ates t1at main as3e2ts of surfing t1e 5e> is for Entertainment 3ur3ose 51i21 2omes to :,K; follo5e0 >6 Pur21asing i.e. a>out <<K; Do>s relate0 sites 51i21 is nearl6 <+K; Onl6 t1en 2omes of t1e res3on0ent. Finall6 A2a0emi2 an0 Do>s 5it1 HKan0 finan2ial loans 1/K res3e2ti4el6. T1is 2learl6 in0i2ates t1at e4en if t1e Res3on0ents are a5are of online A04ertisements t1e6 4ie5 mainl6 for entertainment t1an for Pur21asing of t1e Pro0u2ts or Ser4i2es.

,:M.P.Birla Institute of Management

"RAPH No*...

A0s relate0 to 4arious 3ro0u2ts

A04ertisement Pur21asing Entertainment Finan2ial loans A2a0emi2 Ro>s

,/M.P.Birla Institute of Management

TAB$E O ..H
Res3on0ents Ran?ing t1eir 3referre0 Site

SITES

Ran? 1 Ran? < Ran? : Ran? / Ran? ,

(a1oo =<K .K :K +K +K Re0iff 1<K :.K <.K HK ,K Sif6 1+K <=K :+K 1.K 1<K MSN .K 1GK <<K <=K <HK In0iatimes +K 1:K 1HK /GK ,/K Total 1++K 1++K 1++K 1++K 1++K

Anal6sis an0 Inter3retation

From t1is statement an0 "ra31 it is 2lear t1at most of t1e Res3on0ent i.e. 7=<K8 of t1em 1as state0 t1at 6a1oo is t1e >est in 3ro4i0ing all sorts of information an0 in 3ro4i0ing A04ertisements toget1er 5it1 ser4i2es on Net; follo5e0 >6 Re0iff 5it1 71<K8 an0 Sif6 5it1 71+K8 T1en 2omes MSN 5it1 7.K8 an0 Finall6 most of t1e Res3on0ent 1as rate0 In0iatimes in last 2ategor6.
T1is anal6sis 3ro4i0es t1e information t1at most of t1e 4ie5ers 3refer

6a1oo so it is 3refera>le for t1e a04ertiser to 3la2e 1is a0s in t1is site; If not t1e a04ertiser 2oul0 go for Re0iff 51i21 is Ran?e0 <n0; an0 ot1er sites are less 3referre0 2om3are0 to t1ese to3 t5o sites.

,,M.P.Birla Institute of Management

"RAPH No*..=
Res3on0ents Ran? of t1eir 3referre0 sites

G+K =+K .+K ,+K /+K :+K <+K 1+K +K o 1o (a ff 0i Re f6 Si SN M es im at 0i In

Ran? 1 Ran? < Ran? : Ran? / Ran? ,

,.M.P.Birla Institute of Management

TAB$E No*..1+
No of Res3on0ents 3ur21ase0 Online Parti2ular No Of Per2entage Res3on0ent (ES /= /=K NO ,: ,:K

Anal6sis an0 Inter3retation

T1e gi4en ta>le s1o5s t1at onl6 /:K of t1e Res3on0ents 1a4e 3ur21ase0 online an0 t1e rest of t1e ,=K 1a4e not 3ur21ase0 from t1e Net. It 2learl6 states t1at t1e 3er2entage of res3on0ents 51o are a5are of Net a04ertisement are almost near to t1at of t1e 3ersons or res3on0ents 51o 1a4e 3ur21ase0 online an0 5it1in fe5 more 6ears it 0efinitel6 5oul0 in2rease.

"RAPH No*..G

Num>er of Res3on0ents 51o Pur21ase0 Online

/:K ,=K

(ES NO

,=M.P.Birla Institute of Management

TAB$E No*..11
arious 3ro0u2ts an0 ser4i2es 3ur21ase0 online Parti2ulars Per2entage C!Js I Cassettes <GK Tra4el Boo?ing <1K Boo?Js I MagaAine 1GK Mo>ile P1ones 1/K Soft5are 1<K Com3uter 3eri31erals =K

Anal6sis an0 Inter3retationB

T1e ta>le s1o5s t1at <GK of t1e res3on0ents 3ur21ase0 C!s an0 2assettes online follo5e0 >6 tra4el >oo?ing 5it1 <1K an0 >oo?s an0 magaAines 51i21 2omes to 1GK an0 t1en follo5e0 >6 mo>ile 31ones 51i21 is aroun0 1/ K follo5e0 >6 soft5are an0 2om3uter 3eri31erals 5it1 1<K an0 =K res3e2ti4el6. From t1e A>o4e ta>le it 2learl6 s1o5s t1at 3ro0u2t an0 ser4i2es 3ur21ase0 online are not 2ostl6.

,GM.P.Birla Institute of Management

"RAPH No*..H

C1art s1o5ing 0iffrent 3ro0u2ts I ser4i2es 3ur21ase0 online

=K 1<K <GK C!Js I Cassetes Tra4el Boo?ing Boo?Js I MagaAin Mo>ile P1ones Soft5ares Com3uters

1/K

1GK

<1K

,HM.P.Birla Institute of Management

TAB$E No*..1<
No. Of Preferen2e an0 non Preferen2e to 3ur21ase Online

"en0er Male Female No of Res3on0ent Not 3ur21ase0 online <::/ Prefer to Pur21ase Online 1G<. !o not Prefer to Pur21ase online ,G

Anal6sis an0 Inter3retationB

T1e a>o4e ta>le in0i2ates t1at t1e num>er of res3on0ent 51o 1as not

3ur21ase0 t1roug1 Internet are ,= out of 51i21 <: are male. =GK of male 3refer to 3ur21ase on line an0 << K of t1em 0o not 3refer to 3ur21ase online. Continue0 >6 :/ female 51o 1as not 3ur21ase0 t1roug1 t1e Internet. =. K of t1e female 3referre0 to 3ur21ase online an0 </ K of t1e female 0o not 3refer to 3ur21ase from Internet. T1e a>o4e anal6sis 2learl6 s1o5s t1at e4en t1oug1 t1e num>er of res3on0ents 51o 1as not 3ur21ase0 t1roug1 t1e Internet are more; >ut 5oul0 3refer to 0o so in t1e future; t1ere are 4er6 fe5 3er2entage of 3eo3le 51o 0o not 3refer to 3ur21ase online. so t1ere seems to >e an o33ortunit6 t1at 1as to >e ta33e0.

.+M.P.Birla Institute of Management

"RAPH No*..1+

C1art s1o5ing No of Res3on0ent 3refer I 0onot 3refer to 3ur21ase online

/+ :, :+ <. <, <+ 1, 1+ , + No of Res3on0ent Prefer to Pur21ase !onot Prefer to Pur21ase , G <: 1G MA$E FEMA$E :/

.1M.P.Birla Institute of Management

TAB$E No*..1:
Reasons for non* 3referen2e to 3ur21ase Online

Reasons No of res3on0ent Per2entage

Safet6 / :1K
Pri4a26 : <:K Hig1 Ris? < 1,K Registration Pro2ess / :1K Total 1: 1++K

Anal6sis an0 Inter3retationB

T1e a>o4e ta>le states t1e reason 516 num>ers of 3eo3le 0o not 3refer to 3ur21ase t1roug1 Internet. '1i21 2learl6 s1o5s t1at Safet6 is t1e main reason 5it1 :1K; follo5e0 >6 3ri4a26 5it1 <:K; 1ig1 ris? an0 registration 3ro2ess 5it1 1,K an0 :1K res3e2ti4el6. From t1is it is 2lear t1at for online a04ertisement to >e2ome effe2ti4e t1e a04ertiser 1as to re0u2e t1e registration 3ro2ess an0 in2rease t1e safet6 of t1e site t1ere >6 >uil0 t1e 2onfi0en2e of t1eir lo6al 2ustomer; 51i21 in2reases t1e 2onfi0en2e le4el of t1e 2ustomer an0 ma?e t1em 3ur21ase on internet.

.<M.P.Birla Institute of Management

"RAPH No*..11

C1art re3resenting reasons for non 3ur21ase on internet

Registration Pro2ess 1, K <: K :1 K :1 K

Hig1 Ris?

Pri4a26

Safet6

+K,K1+K1,K<+K<,K:+K:,K

.:M.P.Birla Institute of Management

TAB$E No*..1/
Res3on0ents Res3on0ing to online A04ertisement Parti2ulars Per2entage (es :.K No /GK Sometimes 1.K

Anal6sis an0 Inter3retationB From t1e a>o4e ta>le it s1o5s t1at onl6 :.K of t1e res3on0ents res3on0 to online a04ertisement 51ile /GK of t1em 0o not 0o so; onl6 1.K res3on0 sometimes.
From t1is anal6sis t1e a04ertiser e4en t1oug1 1as less of res3onse or

fee0>a2?; 1e 2an ta?e 1eart from t1e fa2t t1at :.K of t1em res3on0 mostl6 51ile 1.K res3on0 sometimes t1is gi4es a target 2ustomer of ,<K 51o s1o5 some 3ositi4e signs

./M.P.Birla Institute of Management

"RAPH No*..1<

Res3on0en2e 51o Res3on0 to t1e Online A0s Fuestion

1.K :.K (es No Sometimes

/GK

.,M.P.Birla Institute of Management

TAB$E O ..1,
T63es of A0s res3on0ents li?e to see
Flas1 a0s Po3 O u3s &uestionnaires A0s t1at run t1roug1 :+K <.K 1+K :/K

Anal6sis an0 Inter3retationB From t1e a>o4e ta>le 5e un0erstan0 t1at most of t1e 3eo3le 0o not li?e t1e Fuestionnaire form of a0s 71+K8; 51ile most of t1em 3referre0 a0s t1at run t1roug1 on t1e to3 or >ottom of t1e site 51ile t1e6 are >ro5sing; flas1 a0s 7:+K8 5ere t1e neEt 3referre0 follo5e0 >6 3o3*u3s 7<.K8.

"RAPH*..1:

:, :+ <, <+ 1, 1+ , + a0 s1 fla 3s 3u 3o e air nn tio es Fu un t r g1 1a ou s t t1r A0 flas1 a0 3o3 u3s Fuestionnaire A0s t1at run t1roug1

..M.P.Birla Institute of Management

FIN!IN"S OF THE ST%!(

T1is stu06 5as 2on0u2te0 5it1 a 4ie5 to ?no5 t1at 51et1er Online A04ertising is effe2ti4e. It 1as >een o>ser4e0 t1at t1ere are man6 fa2tors; 51i21 effe2t t1is statement of Pro>lem li?e O22u3ation; Age; life st6le so2ial fa2tor; For t1is 3ur3ose a stru2ture0 Fuestionnaire 1a0 >een 0esigne0 an0 anal6se0. After anal6Aing t1e 0ata t1e follo5ing fa2tors 1a4e >een foun0 out as maDor 2auses for t1e Online A0s Effe2ti4eness
T1e 3er2entage of Male >ro5sing t1e net are more t1an t1at of Female

Most of t1e internet users are in t1e age grou3 of <+*:+6ears 5it1 :,K

51i21 in0i2ates t1at 6oungsters are using more net t1an t1at of t1e ot1er 2ommunit6.

Most of t1e stu0ent 2ommunit6 use internet more t1an t1at of t1e ot1er o22u3ation as it is a means of entertainment so t1e a04ertiser s1oul0
target t1e stu0ent 2ommunit6 to influen2e t1eir effe2ti4eness
Com3are0 to t1at of t1e stu0ents self*em3lo6e0 >usiness 3eo3le

>ro5se more for 3ur21asing 3ro0u2ts an0 stu0ents >ro5se more for information an0 entertainment.

Almost .+K of t1e 3eo3le 51o >ro5se t1e Net 21e2? t online A0s 51ile

>ro5sing onl6 if t1e6 are interesting an0 informati4e

.=M.P.Birla Institute of Management

 T1e stu06 2learl6 state0 t1at most of t1e internet users surf for

entertainment an0 information rat1er t1an for 3ur21asing on t1e Net

Internet 5it1 su21 1ig1 3enetration still ,:K of t1e res3on0ents 1a4e

not 3ur21ase0 an6 3ro0u2ts or ser4i2es online

Most of t1e res3on0ents 51o 1a4e 3ur21ase0 online 1a4e not in4ol4e0

t1emsel4es in 3ur21asing freFuentl6 an0 e4en t1e 2ost of t1e 3ur21ase is also too lo5 51ere it 0o not in4ol4e mu21 ris?.

.GM.P.Birla Institute of Management

Re2ommen0ations
"o International 5it1 multi3le languageB

Offer 6our 5e> site in multi3le languages. $i?e man6 sites 2ome in !ut21; S3anis1; Slo4ene; Fren21; CAe21; "erman; Russian; an0 Italian. Translation ser4i2e on 5e>sites is also goo0 51i21 5ill 1el3 retain 2ustomers.
%se of multi*me0ia

As 5e 1a4e seen t1e 3otential for >anner an0 Internet a0s; informati4e an0 2reati4e a0s are also 3referre0 t1erefore 1ot ne5 0esigns an0 inno4ati4e sales 2on2e3ts s1oul0 >e 0e4elo3e0. O>4iousl6; t1e >iggest >ri0ge to 2ross is 0o5nloa0 time. If a little ra0io*li?e au0io message t1at 3la6s from 6our site u3on a 2li2? of mouse or a T. *mini 2ommer2ial t1at 3la6s at 6our >anner on 2li2? of a mouse; it 5ill >e mu21 more effe2ti4e an0 interesting.
%se Banner A0s t1at "i4e ie5ers C1an2e to Intera2t 5it1

Banners Intera2ti4e >anner 0esigns 2an >e use0 51erein t1e 2lient 2an 3rint out a 3ro0u2t s1eet from t1e >anner itself; or0er a 3ro0u2t t1roug1 a se2ure0 or0er form on t1e >anner itself; 2li2? 51i21 >utton 1e 3refer an0 >e 0ire2te0 to a s3e2ialiAe0 3ro0u2t mar?eting 3age.

Free offers

T1e 5or0 free is Dust as effe2ti4e in a04ertising online as it is offline. B6 s3onsoring a free>ie; a sim3le name su>mission 0ra5ing 2an also get 4ie5ers to go t1roug1 a0s in t1e 3ro2ess t1e6 >e2ome a5are of t1e a04ertisement.

.HM.P.Birla Institute of Management

N S3onsor a 2ontest

Peo3le lo4e to 5in AN(THIN"T Offer 6our 3ro0u2t or ser4i2e as a 3riAe. '1en a 5inner is sele2te0; t1eir name 5e> a00ress an0 a lin? to t1e site 2an >e 3u>lis1e0. A00ing a re2i3ro2al lin? is a 3rofessional 5a6 to sa6 t1an? 6ou an0 is of no 2ost to t1e a04ertiser.
N 'e> site testimonials

Buil0 trust or 2onfi0en2e in 6our online >usiness >6 using testimonials. A 0ire2t Fuote 5it1 t1e 3ermission of t1e 2ustomer is a ni2e tou21. $isting a name an0 e*mail a00ress it a2ts as a referen2e t1at is eas6 an0 Fui2?. )ee3 t1e testimonials to one or t5o senten2es an0 ?ee3 it sim3le.
N Target Au0ien2e

)ee3 6our target au0ien2e in min0. Business 3eo3le arenJt going to 1a4e t1e time or in2lination to 3arti2i3ate in game*t63e a0s. On t1e ot1er 1an0; teenagers lo4e t1em. If 6our target grou3 is 6ounger 3eo3le; games mig1t >e t1e t1ing for 6ou. !esign 6our a0 to meet t1e 3referen2es of 6our target 2ustomer.
N In2lu0e statisti2s '1en 6ou ma?e a sales 2laim; >a2? it u3 5it1 information; in2lu0ing

statisti2s. (ou mig1t sa6; LOur sau2e3ans 1a4e a non*sti2? 2oating t1atJs guarantee0 for life. In a2tual; in*1ome testing; foo0 0i0 not sti2? to our sau2e3ans HG.:K of t1e time.L
N Pro4i0e 2ontent on 6our site

As 6ou surf t1e 'e> ta?e note of information t1at su33orts 6our a04ertising 2laims. Sur4e6s; resear21; re3orts; testimonials; et2. 2an all 3ro4i0e 4alua>le information t1at 2oul0 mo4e a 2ustomer from t1e 3oint*of* 0e2ision to t1e 3oint* of*3ur21ase.

=+M.P.Birla Institute of Management

 Offer a free re3ort

"i4e a5a6 information free 5it1 a 3ur21ase or su>s2ri3tion to 6our ne5sletter. Sin2e information is 51at surfers are loo?ing to re2ei4e; it 5ill 5or? as a >ig in2enti4e. Fe5 ti3s t1at 5ill 1el3 in ma?ing a 2onne2tion 5it1 t1e 2lientsB 1. %se 6ou or 6our# instea0 of 5e or us.# <. In2lu0e 3ersonal eEam3les rat1er t1an general eEam3les. If 5riting to 1air st6lists; in2lu0e eEam3les s3e2ifi2 to t1em. :. )no5 6our target au0ien2e 4er6 5ell. T1is is t1e onl6 5a6 6ou 5ill >e a>le to 2ommuni2ate 5it1 t1em on a 3ersonal le4el. /. 'rite using t1e language of 6our target au0ien2e. In2lu0e in0ustr6 >uAA5or0s an0 Dargon 51en a33ro3riate. Customers 5ill feel an attra2tion to 2o36 t1at rea21es out s3e2ifi2all6 to t1em. In a 5orl0 51ere most a04ertisers are s3ea?ing to t1e masses; >e sure to gi4e 6ours an a04antage >6 s3ea?ing 3ersonall6 to t1ose 6ou 5is1 to 0o >usiness 5it1.

=1M.P.Birla Institute of Management

#/N#+-S*/N
Is A04ertising on t1e Internet a 4ia>le o3tionN I 1a4e loo?e0 at t1is Fuestion in terms of effe2ti4eness; 3rofita>ilit6; an0 mar?eting met1o0s. Internet a04ertising offers in2rease0 a5areness of 2om3anies; an eas6 met1o0 to 0istri>ute information; a04an2e0 met1o0s of targeting 2onsumers; an imme0iate an0 0ire2t line to t1e 2ustomers; an0 re0u2e0 2osts in 3erforming t1ese tas?s. T1e onl6 negati4e as3e2t is t1at 2onsumers 1a4e to 2onFuer t1eir fears of t1e Internet * t1e fear t1at or0ering t1roug1 an on* line a04ertisement 5ill get lost in t1e 4oi0 of 26>ers3a2e. Fears al5a6s 2ome 5it1 ne5 te21nolog6; >ut it 0oes not ta?e long for 3eo3le to a0Dust. As 3eo3le get more a22ustome0 to fin0ing t1eir 3ro0u2t information on t1e 'e>; more an0 more rea0ers 5ill a2ti4el6 see? out Internet a04ertising sites. Finall6 !onot tr6 to 0o Lan6t1ing an0 e4er6t1ingL to get t1e >u6erJs attention. E4er6one 51o 2omes to site isnJt going to >u6. T1e 1ar0er 6ou tr6 to get t1eir attention an0 for2e t1em to rea0 6our a0s; t1e 1ar0er t1e6 5ill tr6 to es2a3e.

=<M.P.Birla Institute of Management

&uestionnaire Effe2ti4eness of Online A04ertisement

NAME "en0er B Male Female 1. A"E "RO%P B Belo5 <+ <,*:+ <. O22u3ation B

<+*<, A>o4e :+

Stu0ent Self Em3lo6e0 Em3lo6ee Ot1ers :. !o 6ou O5n a 2om3uter (es No

/. !o 6ou Surf t1e net (es No

,. Ho5 man6 1ours 0o 6ou S3en0 on Bro5sing V 11r 11r W11r .. Are 6ou a5are of Online A04ertisement (es No

=. !o 6ou 21e2? t1e online A0s 51ile >ro5sing (es No

=:M.P.Birla Institute of Management

G. A0s relating to 51i21 3ro0u2t are 6ou intereste0 in Pur21asing Entertainment Finan2ial loans A2a0emi2 Ro>s Ot1ers

H. '1i21 Sites 2onsist of more a0s (a1oo Re0iff

In0iatimes Sif6 msn Ot1ers

1<. Ha4e 6ou 3ur21ase0 Online (es No

1/. If 6es; 51at 1a4e 6ou 3ur21ase0 7go to & 1=8

1,. If no; 5oul0 6ou 3refer to 3ur21ase Online (es No 1.. If no; 516 0onCt 6ou 3refer to 3ur21ase online 1=. Ho5 often 0o 6ou 3ur21ase online. 1G. '1at ?in0 of A0s 0o 6ou li?e to see

=/M.P.Birla Institute of Management

One t1at 3o3 u3s One 51i21 1as a Fuestionnaire

One t1at flas1es One t1at runs on t1e to3@>ottom

1H. Ha4e 6ou res3on0e0@3arti2i3ate0 in an6 A0s (es No

<+. !oes t1e Online A0s interfere in 6our 5or? 51ile >ro5sing (es No

<1. Ha4e 6ou ma0e an6 3ur21ases after seeing t1ese A0s (es No <<. Ho5 6ou t1in? t1e online A0s 2an >e im3ro4e0

=,M.P.Birla Institute of Management