PROJECT STUDY ON EFFECTIVENESS OF ONLINE ADVERTISING [pic][pic] Submitted By Aashima Malik ACKNOWLEDGEMENT I would like to take this opportunity to thank all the people who have helped me in the fulfillment of this project study.
First and foremost I would like to extend my sincere thanks to Mr.
Online Advertising provides brands with the opportunity to exist alongside their competition and yet be relevant.
Presently BFSI and IT sectors are the major investors in online advertising as their target audience (corporate) is present online most of the time.
They used data from a large collection of Internet surveys (an average of 852 survey respondents per campaign) that examined the effectiveness of different marketing tactics.
This allowed the authors to compare targeted ads that matched products to website content with so-called obtrusive ones that featured video, pop-ups, or ads taking over the whole page.The internet has gained enormous importance as an advertising medium.At the same time, the question of marketing accountability has become one of the top areas of research for researchers and practitioners who aim at optimal marketing budget allocations.This paper aims to show that national culture has an impact on how consumer behavior is influenced by online advertising.The paper compares the effectiveness of internet advertising in the USA and France by analyzing a real data sample with more than 1.2 million transactions using partial least squares and structural equation modeling.Others take a more muted, yet targeted approach using contextually relevant ads, such as placing text ads for computers on a technology site.Google’s Ad Sense division brings in about billion in annual revenues through its targeted text ads, which Google claims have been seen by an estimated 76 percent of Internet users in the United States.The channel effectiveness of affiliate price comparison sites and search engines has significantly different impacts on customer behavior in the USA and France. https://doi.org/10.1108/17505931011070569 Download as . Until now, most companies have utilized a suboptimal allocation of resources to advertising channels because of missing and misleading data. Nitin Mantri, my mentor, whose guidance and supervision helped me fulfill my individual research paper. I would also like to thank my friends who were extremely supportive throughout this period – I cannot thank everyone enough.MENTOR’S INTERFACE I, Nitin Mantri, certify that Aashima Malik, student of Advertising & Public Relations 2009-2010 has completed her Individual Research paper on Online advertising as a medium is emerging and holds a promising future for brands to build consumer relationships as these advertisements act as a reminder as well as a channel of sales.