INTRODUCTION

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 life blood of an Organization. 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 .

Online advertising, also called online marketing or Internet advertising is a form of

marketing and advertising which uses the Internet to deliver promotional marketing messages to
consumers. It includes email marketing, search engine marketing (SEM), social media
marketing, many types of display advertising (including web banner advertising), and mobile
advertising. Like other advertising media, 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 ad copy, an ad server who technologically
delivers the ad and tracks statistics, and advertising affiliates who do independent promotional
work for the advertiser.

The Internet Advertising Effectiveness can be measured in terms of awareness,

product/service recall, attitude changes, and purchasing behavior. Among others, quality
audience measurement of internet advertising is the first step for ensuring the long-term viability
of the internet advertising.

The internet has become an ongoing emerging source that tends to expand more and more.
This growth has attracted the attention of advertisers as a more productive source to bring in
consumers. A major benefit of online Social networking sites could also used effectively to reach
youngsters. Advertising is the immediate publishing of information and content that is not
limited by geography or time. Thus, online advertisements are more comprehensive in
comparison to any other medium. Online advertisements are interactive, giving consumers the
control over the product, choosing whether to check it out or not.

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Need of the study
If you are only placing search (text) ads, you are missing out on the branding and visual
impact of image display ads. You are also missing out on influential social interaction offered by
social ads. Not everyone is ready to buy immediately and by incorporating ads with social and
visual content you can plant the seed for when they are ready to make a move.

This is often the first step financial institutions take when branching online with their
advertising efforts. It’s really easy to execute when a traditional media sales rep says he can run
your ad online and he takes care of creating it and placing it for you. But by only doing this, you
are missing out on arguably the most important segment of your audience, those researching and
ready to make a financial decision, which is in large part found via online search. Mobile has
come on strong in the last year. If you aren’t thinking about how to reach people on their mobile
devices you are missing a huge portion of the online population. Some campaigns we’ve run
have had up to 80 percent of the traffic come from either tablets or smart phones. Most
campaigns are averaging 20-40 percent from mobile devices.
Landing pages are valuable tools in leading visitors in the desired path. They provide a
direct call-to-action about the specific product advertised. If someone called into your bank and
asked about an IRA you wouldn’t likely go through the list of all of your deposit products with
them. If you are running a campaign for Jumbo Loans, please don’t send people to your
mortgage page on your website which lists all of your mortgage products. Use a landing page
designed specifically to sell the product you are promoting. Landing pages which are mobile
optimized respond or change based on the device being used. When someone is viewing the page
from a Smartphone they should have the opportunity to click-to-call. Online advertising
campaign success is as much dependent upon the visitor’s experience when they click, as the
creative aspects of the ad and where the ad is shown.
of online. If you aren’t testing, you aren’t taking full advantage of one of the primary benefits
advertising. Fundamentally, campaigns should perform better over time. Test landing pages to
determine if one design is preferable to another. Utilize variations of ads. Draft a few different
text ads, or better yet, create ad groups focused on specific keyword themes. Design different
display image ads and sizes. See what works best and do more of that.

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 1
CHAPTER

Objectives of the study

 The primary objective is to find out the effectiveness of online

advertising.

 Impact of internet advertising on purchase decision of the

consumer.

 Attitude of people towards the internet advertising.

 Growth of internet advertising.

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 Chapter 2
Research 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.

“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. ”

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 that covers the variation
found in practice.
The sampling procedure used was convenience and judgment sampling, as in questionnaire was
administered at places like the residents, cyber center, Office and colleges.

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 pre-
arranged order and the object of the research was revealed to the respondent. The questionnaire
consisted of combination of open ended and close-ended question.

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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 Kolkata 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

Sample Size
A total fifty (50) respondents were interviewed during the survey, the input from these
respondents which was collected Kolkata formed the primary data for the study.

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.

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 Chapter 3
Conceptual Framework of the Study

Many advertisers are reluctant to shift a large proportion of their advertising budgets to
the Internet because they still view television advertising as the main vehicle for building a
brand. Using a unique and rich data set comprising 20 campaigns across a variety of industries,
we demonstrate that Internet ads perform on par with TV ads on the brand-building metrics that
advertisers use and trust.
We extend traditional brand-message recall measurement to facilitate comparisons
between Internet formats and television by supplementing brand-message surveys conducted
during the campaign with a set of pre-campaign surveys to control for pre-existing brand
knowledge. A matching procedure ensures the pre-campaign sample is comparable to the in-
flight one. We find that accounting for differences in pre-existing brand knowledge is paramount
in obtaining valid comparisons across advertising formats, as individuals exposed to Internet
display ads have significantly lower levels of pre-existing brand knowledge than television
viewers. Without considering the differences in these “initial conditions”, TV advertising
appears to be more effective than advertising on the Internet, but once the pre-existing
differences among media formats are taken into account, the brand recall lift measures for
Internet ads are statistically indistinguishable from comparable television lift measures.

The Internet takes advertising global. Advertising is the branch of marketing that deals
with communicating to customers about products, brands, services and companies. The Internet,
as a global communications medium, provides advertisers with unique and often cost-effective
ways of reaching advertising audiences. As with all media, however, advertising on the Internet
has unique advantages and disadvantages.

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Advantages
The Internet's vast reach can allow advertisers to reach significantly more people than
traditional advertising media at a fraction of the cost. Internet advertising is ideal for businesses
with a national or international target market and large-scale distribution capabilities. As a rule,
the more people your business serves, the most cost-efficient internet advertising can be. Internet
advertising can also be more targeted than some traditional media, ensuring that your messages
are seen by the most relevant audiences.

Disadvantages
One disadvantage of advertising on the Internet is that your marketing materials are
automatically available for anyone in the world to copy, regardless of the legal ramifications.
Logos, images and trademarks can be copied and used for commercial purposes, or even to
slander or mock your company. This is not the case with television and magazine advertising,
wherein images must be replicated rather than simply copied electronically.

Another disadvantage is the fact that the Internet-advertising gold rush has begun to
introduce ad clutter to the Web. Web users are so inundated with banner ads and spam email that
they have begun to ignore internet advertising just as much as ads on traditional media.

Online advertisements may also offer various forms of animation, making them more
attractive to consumers. Another benefit is the efficiency of advertiser's investment. Online
advertising allows for the customization of advertisements, including content and posted
websites. For example, Ad Words, Yahoo! Search Marketing and Google Ad Sense enable ads to
be shown on relevant web pages or alongside search result. Through internet advertising, one can
target the right audience by placing it in a way so that the right customers can see it. For
example, if youngsters or the corporate world is what the target audience comprises of, internet
advertisement is the best way to sell one’s product since they are hooked to the internet for most
times of the day. Internet advertisements are in the long run cheaper than other forms of
advertisement, as there are no reprinting and redistribution costs. Internet advertisements are
relatively easier to design and produce, due to user-friendly internet advertisement packages.
They are also easier to update, if necessary. The advertisement is usually outsourced to a
professional, to strategically advertise the concerned product or service. Often the costs are
partly fixed, and partly determined by a set number of “hits”, which varies accordingly with each
advertiser. However, internet advertising is still in its infancy and is a limited market. Although
increasing number of people availing the web for their benefit.

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 Chapter 4
INTERNATIONAL SCENARIO

Online advertising has grown rapidly in the last decade. By 2000 online advertising
spending in the United States reached $8.2 billion dollars (Hollis 2014). These numbers have
increased to $12.7 billion as more people are connected and spend more time online. Additional
devices (such as mobile phones and televisions) are able to provide further internet connectivity.
The rapid technology development and the rise of new media and communication channels
tremendously changed the advertisement business landscape. However, the growing dependency
on internet as the ultimate source information and communication, make it a leading
advertisement platform. The beginning of online advertising was in 1994 when Hot Wire sold
first Banner on the company's own site, and later online advertising evolved to become a key
factor in which companies achieve fair returns for their products and services. The breadth of
U.S. advertisers across virtually all industries means that growth of advertising spends is highly
correlated with the GDP, a measure of the country's productivity. The story becomes different
when disaggregating advertising spends by channel. While TV, direct mail
and newspapers account for nearly three-fourths of all advertising spending combined, the
Internet channel has grown the fastest since 2001, taking share away from most traditional
channels. Internet advertising grew at an annual clip of 18% from 2001-2006 and only cable TV
(10%) was close to a double digit growth rate. Other channels basically kept pace with GDP
growth (about 3%), with newspapers (1%) and radio (2%) most negatively affected. Total US
internet advertising was $21.2B in 2013, a 26% increase over 2010. Consumer related
advertising made up 55% of revenue. However, in the first quarter of 2014, for the first time in
three years, quarterly internet ad revenues failed to set a new record.

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 Chapter 5
DATA ANALYSIS
Secondary Data

India has one of the lowest Internet penetrations in world, pegged at about 10% of total
population. However, even with such low penetration, India is the 3rd largest country when
it comes to number of internet users (accounting for 10.8% of all users), which crossed 100
million mark late last year .With the growth in the user base, online advertising in India is
on the rise as well. Currently, online advertising market in India is pegged at USD 410 million
and the spends are expected to quadruple to USD 1.6 billion by 2015. Online channel currently
represents 7% of total advertising spends and is expected to reach 15% in next 3 years.

Among Indians who have internet access, majority of them access internet frequently
through their mobile phones. Mobile Advertising revenues were pegged at USD 56.5 million in
2011 and are forecasted to reach USD 247 million by 2015. Google and Facebook account for
over 60% of India’s online advertising Market.

Currently the online classifies business in India is valued at USD 225 million and is expected to
reach USD 510 million by 2014. Almost 50% of entire classifieds business currently takes place
over the Internet (in organized sector)The Mobile Classified Business is Valued at USD 45
Million Search and Display ads alone were pegged at USD 250 million by the end of Q3’ 2011.
The same is expected to triple to USD 750 million by 2014. Mobile Advertising is set to grow
ten-fold in come five years. Google and Yahoo are most popular portals with over 84% of online
Indians using their sites for searches and information. These numbers and figures have been
published Asian Digital Marketing Association’s Digital Marketing Yearbook for 2012.In my
personal opinion, Mobile advertising will probably grow much faster than expected, especially in
India, due to tremendous growth expected in mobile devices like Tablets & smart phones.
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 Chapter 6
Recommendations:

Internet is already established as one of the most important advertising channel for global
measures. A better understanding of the function of Internet advertising will not only help
development and use of various Internet advertising. Internet advertising is a effective medium
of advertising .Online advertising has grown rapidly in the last decade advertising on the internet
is almost a necessity for see more advertisement. People mostly use internet with their computer
laptop or mobile .most of the people use internet whole day. If people use internet so they can
see more advertisement. people like to see different advertisement like entertainment, fashion
product, financial loans jobs ,and academic .most of the people of the people do not respond to
any internet advertisement because internet advertisement very often interfere in the work while
browsing . many people do not buy product online after seeing these ads but the number is
increasing day by day because by the use of internet people can save time and labor and buy as
many as product they can and as per their choices internet sites like facebook ,YouTube , Google
and other sites consists more advertisement . Number of people buy product online the number is
increasing very fast. Internet advertising is more effective than traditional advertising. Now a
day’s people get very busy and they use internet to save time. By the use of internet people they
can see more ads. Internet advertisement is growing very fast. So in my opinion internet
advertisement is more effective than any other advertisement.

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 Chapter 7
Limitation of the Study

The project is based on mainly on primary data and some data is based on secondary
information. Consumer gives very unclear picture the study is based on limited sample. It begin
my first attempt to undertake such a study, thus the inexperience is also an obstacle to
accomplish the project in a proper way. The main limitation was time. There was
problem to contacting the businessmen and servicemen due to shortage of time with them. The
data is collected from the consumer is qualitative in nature i.e. views, opinions and perceptions.
These factors may be changed from time to time.

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 Chapter 8
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 online advertisement will get lost in the void of
cyber space. 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. Finally Do not 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
will try to escape.

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