Project On

“CONSUMER BUYING BEHAVIOR TOWARD ONLINE

ADVERTISING”

Submitted for the partial fulfillment of the requirement of the degree of

MASTER OF MANAGEMENT STUDIES

OF
UNIVERSITY OF MUMBAI
Submitted by
Bhupendra Bhangale
10
Specialization:
OPERATIONS
Submitted To

SASMIRA’S INSTITUTE OF MANAGEMENT STUDIES

AND RESEARCH, SASMIRA MARG, WORLI, MUMBAI.
March 2019
 DECLARATION BY THE CANDIDATE

I hereby certify that the work which is being presented in this Industry Oriented
Dissertation Project “study of CONSUMER BUYING BEHAVIOR TOWARD ONLINE
ADVERTISING in partial fulfillment of the requirement for the award of the Degree of
Master of Management Studies, University of Mumbai and submitted to the Sasmira’s
Institute of Management Studies and Research, Worli, Mumbai, is an authentic record of
my own work carried out during a period from January, 2019 till March, 2018 under the
guidance of Dr.Niyat Shetty , Assistant Professor.

The matter presented in this project report has not been submitted by me for the award of
any other degree of this or any other Institute.

Wherever references have been made to intellectual properties of any individual /

Institution / Government / Private / Public Bodies / Universities, research paper, text books,
reference books, research monographs, archives of newspapers, corporate, individuals,
business / Government and any other source of intellectual properties viz.,
speeches, quotations, conference proceedings, extracts from the website, working paper,
seminal work et al, they have been clearly indicated, duly acknowledged and included
in the Bibliography.

Name of the Student: Bhupendra Bhangale

Signature of the Student:

This is to certify that the above statement made by the candidates is correct to the best of
our knowledge.

Signature of the Guide: ________________

Name of the Guide: Dr.Niyat Shetty

 CERTIFICATE BY THE GUIDE

This is to certify that Mr.Bhupendra Ramesh Bhangale of the two full time Master’s
Degree Programme in Management Studies (MMS), OPERATIONS, Roll no. 10, Has
carried out the carried out the Industry Oriented Dissertation Project Titled”CONSUMER
BUYING BEHAVIOR TOWARD ONLINE ADVERTISING.” Under my guidance in
partial fulfillment of requirement for the completion of MMS as prescribed by the
University of Mumbai.

This Industry Oriented Dissertation Project Report is the record of authentic work carried
out by him / her during the period from 1st January 2019 to 31st March 2019.

Place:MUMBAI

Date:4TH APRIL 2020

Signature of the Guide: ________________

Name of the Guide: Dr.Niyat Shetty

 MMS PROGRAMME, SEM IV, AY 2019 20
INDUSTRY ORIENTED DISSERTATION PROJECT SUBMISSION
(FOR OFFICE USE ONLY)

Received two copies of Hard Bound Book and two CDs the Specialization Project Report and
two copies of Summary Sheet from Mr. Bhupendra Ramesh Bhangale Roll No. 10
Specialization: Operations of the Two-Year Full-time Master's Degree Programme in
Management Studies (MMS), University of Mumbai.

Project Titled: “IMPORTANCE OF STOCK CONTROL IN INDIAN RAILWAY”

Name of Guide: Dr. Niyat Shetty,
Designation: Assistant Professor

Place: MUMBAI
Date: 4TH APRIL 2020

Receiver’s Signature:
Receivers Name:
 EXECUTIVE SUMMARY

The purpose of this research is to identify the factors affecting the buying behavior of
consumers towards buying mobile phones online and to study what factors they consider
before buying mobile phones online.
In order to interpret the objectives, online survey was conducted and data collected by
primary sources.
It was found that the young Indian consumers are very much tilted towards buying mobile
phones online.
They feel that buying mobile phones online has several benefits and it also acts as a one stop
shop when compared to retail stores.
Their preference is more towards the choice of availability of colors.
Flipkart being the most preferred site has to constantly keep up on their reputation but
Amazon.com has to work upon to get the potential consumer which was seen to be 46%.
 ACKNOWLEDGMENT

It is great pleasure for me to acknowledge the kind of help and guidance received to me
during my project work. I was fortunate enough to get support from a large number of people
to whom I shall always remain grateful.
I would like to express my sincere gratitude to my project guide Dr. Niyat Shetty (Assistant
Professor). SIMSR for initiating diligent efforts and expert guidance in course of my study
and completion of the project, without which I will not be able to complete this project.
I would like to thank the all teachers for helping me during the project report and providing
me more and more valuable information for my project report.
I would thanks to God for their blessing and my Parents also for their valuable suggestion
and support in my project report.
I extend my gratitude to all my colleagues for their encouragement, support,
guidance and Assistance for preparing the thesis.
 TABLE OF CONTENT

Sr No Topic Page No

Candidate’s Declaration
. Certificate By The Guide
Executive Summary
Acknowledgement
1 Introduction 1
Background 3
Need Of The Study 5
Significance Of The Study 5
Scope Of The Study 5
Objectives Of The Study 5
Hypothesis 6
2 Literature Review 7
3 Research Methodology 15
4 Data Analysis 39
5 Summary Conclusion 52
Findings 52
Conclusion 53
Recommendations 54
Bibliography & References 55
 INTRODUCTION

Advertising is a marketing communication that employs an openly sponsored,

non-personal message to promote or sell a product, service or idea. Sponsors of
advertising are typically businesses wishing to promote their products or services.
Advertising is differentiated from public relations in that an advertiser pays for and has
control over the message. It differs from personal selling in that the message is non-
personal, i.e., not directed to a particular individual. Advertising is communicated
through various mass media, including traditional media such as newspapers,
magazines, television, radio, outdoor advertising or direct mail; and new media such as
search results, blogs, social media, websites or text messages. The actual presentation of
the message in a medium is referred to as an advertisement, or "ad" or advert for short.

According to Philip Kotler– “Advertising is any paid form of non-personal

presentation and promotion of goods, services, or ideas by an identified sponsor.” Frank
Presbrey – “Advertising is a printed, written, oral and illustrated art of selling.

Online advertising, also called online marketing or Internet advertising or web

advertising is a form of marketing and advertising which uses the Internet to deliver
promotional marketing messages to consumers. Consumers view online advertising as
an unwanted distraction with few benefits and have increasingly turned to ad blocking
for a variety of reasons. When software is used to do the purchasing, it is known as
programmatic advertising. 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 who
help generate and place the ad copy, an ad server which technologically delivers the ad
and tracks statistics,
and advertising affiliates who do independent promotional work for the advertiser. In
2016, Internet advertising revenues in the United States surpassed those of cable
television and broadcast television. In 2017, Internet advertising revenues in the United
States totalled $83.0 billion, a 14percent increase over the
$72.50 billion in revenues in 2016.Many common online advertising practices are
1
controversial and increasingly subject to regulation. Online ad revenues may not
adequately replace other publishers' revenue streams. Declining ad revenue has led some
publishers to place their content behind pay walls

In Mumbai the advertising spend in the country is expected to grow by 12.5 per
cent in 2018 from

9.6 per cent last year, according to the Dentsu Aegis ad spend report. "2018 is expected
to be a growth year considering the stabilisation post GST. Another growth driver
would be the fiscal policies of the government, which are expected to be pro-spending
and supporting the middle income groups,"
Dentsu Aegis Network India President Media Brands and Amplifi Kartik Iyer said.

Digital media spend is forecast to increase by 30 per cent in 2018 with 43.6 per cent
growth in mobile spend, which will account for 47 per cent of total digital spend in
2018. "In India, the significant improvement in availability of high-speed networks at a
lower cost is making a huge impact in the efficiency metrics of digital media. This will
continue and therefore will support the faster growth of digital advertising," Iyer added.
The advertising market in India is further expected to grow by 12.5 per cent in 2019, the
report said. The global ad spends, which includes 59 countries, is expected to grow at 3.6
per cent in 2018 from 3.1 per cent in 2017.

2
 BACKGROUND

Indian Advertising starts with the hawkers calling out their wares right from the days
when cities and markets first began. Concrete advertising history begins with
classified advertising. Ads appear for the first time in print in Hickey’s Bengal
Gazette, India’s first newspaper (weekly) . To ‘advertise’ meant merely to ‘inform’
until the end of the eighteenth century, and the early newspapers and periodicals
announced births, deaths, arrivals of ships from England, sale of household furniture,
etc. some journals like the Bengal Journal (first published in 1785) even offered to
print government advertisements free.
The front page of most such journals carried only advertisements. But before
long persuasive copy began to replace mere information.

❖ Advertising in the early 20th century

Two main events responsible for growth of Indian advertising agencies were: the
Swadeshi Movement (1907-1911), which gave rise to indigenous industries, and the
second, was the installation of first rotary linotype machine by the Statesman of Calcutta
in 1907.In few years, other papers too installed the new machine, which made it possible
to produce a cheap newspaper with a large national circulation. The first Indian Ad
Agency, the Indian Advertising Agency, was launched around this time, and is still
going strong. The main functions of these agencies were to secure advertisements and to
get them published in the press. The major British agencies during this time were:
Alliance Advertising Associates, Publicity Society of India, L.A. Stronach and Co, and
others.

❖ The Inter-War Years

During the inter-war years a few Indian agencies too sprang up, the most notable being
the modern Publicity Co. in Madras, the Calcutta Publicity, and the Oriental Advertising
Agency in Tiruchirapalli. The Vasudevea Publicity Service was started in Delhi to carry
out outdoor publicity campaigns in Uttar Pradesh, Punjab and Delhi. In 1931, the first
full-fledged Indian Ad Agency, the National Advertising Service, was established.
Among the other Indian Agencies to be launched during this period were: New India
3
Publicity Co. 1930, Paradise Advertising Agency of Calcutta (1928), the Indian and
Eastern Newspapers Society (IENS), and others. The IENS was set up as a central
organization of the newspaper owners of India, Burma and Ceylon. The society looked
after the interests of newspaper publishing houses; an indirect effect of the formation of
the IENS was the standardization of Ad agency practices.

❖ Post-Independence Advertising

Following World War II and the Indian Independence, the British-owned agencies were
sold to Indian business. Several agencies, however, retained an ‘affiliate’ status with the
main branches of the agencies in London. They continue to enjoy this status even today,
though American multinational agencies have replaced affiliation with British agencies.
At independence the advertising business was well on its way to growth and expansion.
Partition did not touch the business at all. The introduction of multi-colour printing,
improved printing machines (like offset and web offset), and the development of
commercial art gave the Ad business a further leap. Agencies began to offer, besides
space selling, many more services, such as artwork, organization of fairs and exhibitions,
market research, public relations consultancies.

4
NEED OF THE STUDY

Research Methodology is the systematic, theoretical analysis of the methods applied to a

field of study. It comprises the theoretical analysis of the body of methods and principles
associated with a branch of knowledge. The process used to collect information and data
for the purpose of making business decisions. The methodology may include publication
research, interviews, surveys and other research techniques, and could include both
present and historical information .this study cover Introduction, objective of study,
Hypothesis of study, Scope of study, Limitation of study, Significance of study,
Research Methodology and conclusion.

SIGNIFICANCE OF THE STUDY

• This study mostly useful for online advertising organisation to change

their strategy as per the requirement of consumer demand.
• The study useful to consumer to take decision at the time of buying
product through online advertising.
• It is helpful to researcher for the further study on the online advertising

SCOPE OF THE STUDY

• This study is limited for academic purpose 2018-2019.

• This research cover only south Mumbai region.

OBJECTIVE OF STUDY

• To study online advertising in India.

• To review the consumer buying behavior toward online advertising in South
Mumbai.
• To analyze the customers perception regarding the service provided by
online advertising in the following terms-
▪ Product,
▪ price,
▪ Promotion and Distribution.

5
HYPOTHESIS OF THE STUDY

• Ho - There is no relationship between consumer buying

behavior and online advertising

• H1- There is relationship between consumer buying behavior

and online advertising

6
 LITRETURE REVIEW
Table- 2.1

TITLE Examining beliefs and attitudes toward online advertising among Chinese
consumers
AUTHOR Ying Wang
PUBLISH International journal
YEAR 2009
SOURCE https://www.emeraldinsight.com/doi/abs
ACCESS 12/2/2019

ABSTRACT
Purpose
– The purpose of this paper is to investigate beliefs about and attitudes toward online
advertising (ATOA) among Chinese consumers and the relationship between belief
factors, ATOA, and consumers' behavioral responses to online advertising.

Design/methodology/approach
– Data were collected from students of a large metropolitan university in China. A total
of 202 questionnaires provided usable data and were analyzed using AMOS.

Findings
– Five belief factors that underlie Chinese consumers' ATOA were identified:
entertainment, information seeking, credibility, economy, and value corruption.
Information seeking, economy and value corruption were significant predictors of
ATOA. ATOA was found to be a significant positive predictor of ad clicking and online
shopping frequency.

Practical implications
– Global marketers would benefit from understanding how consumers from a boomin g
emerging market perceive the internet as a source of advertising. Thus, the study will
enable businesses and organizations to use online advertising more effectively and
efficiently in their global marketing efforts.

Originality/value
– Investigating Chinese ATOA extends current research on ATOA to a distinctly
different cultural context and may provide useful implications about expandin g business
across cultures.
Research Gap Analysis

The purpose of this paper is to investigate beliefs about and attitudes toward online
advertising and the above project is to review the consumer buying behavior toward
online advertising in South Mumba

7
 Table- 2.2

TITLE Online advertising: Pay-per-view versus pay-per-click

AUTHOR Andrea Mangàni
PUBLISH Journal
YEAR January 2004
SOURCE https://link.springer.com
ACCESS 12/2/2019

Abstract

The diffusion of the internet has substantially modified the advertising industry's
business models. The method of selling advertising space on web pages is one of the
most striking innovations. Advertisements and, in particular, banners, are sold through
the traditional cost per impression, but also with methods based on a visitor taking some
specifically defined action in response to an ad . This paper examines the pricing strategy
of web publishers operating in a market where they are unable to influence the price of
the advertisement (cost-per-impression and cost-per-action). The main finding is that the
distribution of editorial revenues between pay-per-view and pay-per-click methods
depends on the elasticity of access and actions with respect to the quantity of advertising.
The theoretical result is important, since these parameters are usually available to permit
a quick analysis of an online consumer's behavior.

Research Gap Analysis

This Research is on Online advertising: Pay-per-view versus pay-per-click and the project
is to analyse the customers perception regarding the service provided by online advertising

8
 Table- 2.3

TITLE
Online advertising effectiveness: a cross‐cultural comparison
AUTHOR Malte Brettel
PUBLISH Journal Of Research
YEAR 2010
SOURCE https://www.emeraldinsight.com
ACCESS 12/2/2019

Abstract
Purpose
– 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.

Design/methodology/approach
– 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.

Findings
– It is found that on‐demand channels have a stronger effect on short‐term success than
push‐channels and that this effect is strongly moderated by the culture. It is
recommended that spending and efforts in the various advertising chan nels be adjusted to
reflect the product offered and the customers to whom it is offered, as customers in both
countries should be targeted by advertising in different ways. The channel effectiveness
of affiliate price comparison sites and search engines has significantly different impacts
on customer behavior in the USA and France.

Originality/value
– Until now, most companies have utilized a suboptimal allocation of resources to
advertising channels because of missing and misleading data. Focusing on this problem,
the paper suggests that advertisers apply the methodology to identify the total effect of
clicks in each advertising channel. Combining these total effects with the associated
costs allows practitioners to optimize their online advertising spending.

9
Research Gap Analysis

This paper aims to show that national culture has an impact on how consumer behavior
is influenced by online advertising and this project is to review the consumer buying
behavior toward online advertising in South Mumbai.

10
 Table- 2.4

TITLE The determinants of consumer behavior towards email advertisement

AUTHOR Hsin Hsin Chang
PUBLISH Research Paper
YEAR 2013
SOURCE https://www.emeraldinsight.com
ACCESS 12/2/2019

Abstract

Purpose

– The aim of this study was to develop a theoretical model of email advertising
effectiveness and to investigate differences between permission‐based email and
spamming. By examining different types of email (i.e. permission‐based email and
spamming), the present study empirically tested the theoretical linkage between email
advertising values, perceived instrusiveness, and the attitudinal‐behavioural dispositions
towards email advertising.

Design/methodology/approach

– A survey was conducted using 221 respondents from Taiwan. Two scenarios were
designed for the present study. The questionnaires were equally divided into two sets, with
the first half containing a scenario depicting permission‐based email, and the other half
containing a scenario describing a spamming email. Each respondent only received one set
of the survey.

Findings

– Results from a survey of 221 Internet users in Taiwan indicate that values and attitudes
toward, and the perceived intrusiveness of, email advertising significantly affect
consumers’ behavioral dispositions toward email advertising. The results suggest that
permission‐based email is more effective as compared to spam email advertising. For

11
solicited email, consumers perceived less intrusiveness if the email advertisement offered
them financial incentives.

Research limitations/implications

– The authors acknowledge four limitations in this study. These limitations however
provide further direction for future studies in the discipline. The discussion of these
limitations is provided.

Practical implications

– Importantly, this study yields significant theoretical and managerial implications.

Concerned with the context of email advertising, the authors’ work provides theoretical
support for both constructs of advertising values and perceived intrusiveness as important.
Concerned with the advertisers, this study renders important implications for better
planning of marketing mix strategy using email.

Originality/value

– This study provides new theoretical insights into factors influencing consumers’
acceptance of email advertising by incorporating perceived intrusiveness as a mediator in
the relationship between advertising values and attitudinal‐behavioral dispositions. By
empirically comparing the different types of email advertisements of permission‐based
email and spamming, the present study also offers better understanding and extending of
the current literature on email advertising research.

Research Gap Analysis

The aim of this study was to develop a theoretical model of email advertising effectiveness
and to investigate differences between permission‐based email and spamming and the
project is to analyse the customers perception regarding the service provided by online
advertising.

12
 Table- 2.5

TITLE Applying the Technology Acceptance Model and Flow Theory to Online
Consumer Behavior
AUTHOR Marios Koufaris
PUBLISH Information System Research
YEAR June 2002
SOURCE https://pubsonline.informs.org
ACCESS 12/2/2019

Abstract

In this study, we consider the online consumer as both a shopper and a computer user. We
test constructs from information systems (Technology Acceptance Model), marketing
(Consumer Behavior), and psychology (Flow and Environmental Psychology) in an
integrated theoretical framework of online consumer behavior. Specifically, we examine
how emotional and cognitive responses to visiting a Web-based store for the first time can
influence online consumers' intention to return and their likelihood to make unplanned
purchases. The instrumentation shows reasonably good measurement properties and the
constructs are validated as a nomo logical network.

A questionnaire-based empirical study is used to test this nomological network. Results

confirm the double identity of the online consumer as a shopper and a computer user
because both shopping enjoyment and perceived usefulness of the site strongly predict
intention to return. Our results on unplanned purchases are not conclusive. We also test
some individual and Web site factors that can affect the consumer's emotional and
cognitive responses. Product involvement, Web skills, challenges, and use of value-added
search mechanisms all have a significant impact on the Web consumer. The study provides
a more rounded, albeit partial, view of the online consumer and is a significant step
towards a better understanding of consumer behavior on the Web. The validated metrics
should be of use to researchers and practitioners alike.

13
Research Gap Analysis

The research is about Applying the Technology Acceptance Model and Flow Theory to
Online Consumer Behavior and this project is to review the consumer buying behavior
toward online advertising in South Mumbai.

14
 RESEARCH METHODOLOGY

A Research methodology is the procedure of collecting, analyzing, interpreting the

data to diagnose the problem & react to the opportunity in such way where the costs can be
minimized & the desired level of accuracy can be achieved to arrive at a particular
conclusion. The methodology used in the study for the completion of the project. I have taken
both into considerations viz, primary and secondary method.

1) Primary Data Sources: Questionnaires

2) Secondary Data Sources: The data collected from,

Internet
Books and magazines, newspaper
Websites

15
ONLINE ADVERTISING

In early days of the Internet, online advertising was mostly prohibited. For
example, two of the predecessor networks to the Internet, ARPANET and NSFNet,
had "acceptable use policies" that banned network "use for commercial activities by
for-profit institutions". The NSFNet began phasing out its commercial use ban in
1991.

❖ Email-The first widely publicized example of online advertising was conducted

via electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment
Corporation), Gary Thuerk, sent an email to most of the ARPANET's American
west coast users, advertising an open house for a new model of a DEC computer.
Despite the prevailing acceptable use policies, electronic mail marketing rapidly
expanded and eventually became known as spam The first known large-scale
non-commercial spam message was sent on 18 January 1994 by an Andrews
University system administrator,
by cross-posting a religious message to all USENET newsgroups.

❖ Display ads-Online banner advertising began in the early 1990s as page owners
sought additional revenue streams to support their content. Commercial online
service Prodigy displayed banners at the bottom of the screen to promote Sears
products. The first clickable web ad was sold by Global Network Navigator in
1993 to a Silicon Valley law firm. In 1994, web banner advertising became
mainstream when Hot Wired, the online component of Wired Magazine, sold
banner ads
to AT&T and other companies. The first AT&T ad on Hot Wired had a 44%
click-through rate, and instead of directing clickers to AT&T's website, the ad
linked to an online tour of seven of the world's most acclaimed art museums.

❖ Search ads-GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in

2003) created the first search advertising keyword auction in 1998. Google
launched its "AdWords" search advertising program in 2000 and introduced
quality-based ranking allocation in 2002, which sorts search advertisements by a
combination of bid price and searchers' likeliness to click on the ads.

❖ Recent trends-More recently, companies have sought to merge their

advertising messages into editorial content or valuable services. Examples
16
 include Red Bull's Red Bull Media House streaming Felix Baumgartner's jump
from space online, Coca-Cola's online magazines, and Nike's free applications
for performance tracking. Advertisers are also embracing social media and
mobile advertising; mobile ad spending has grown 90% each year from 2010
to 2013.

DELIEVERY METHODS

Display advertising

Display advertising conveys its advertising message visually using text, logos,
animations, videos, photographs, or other graphics. Display advertisers frequently target
users with particular traits to increase the ads' effect. Online advertisers (typically
through their ad servers) often use cookies, which are unique identifiers of specific
computers, to decide which ads to serve to a particular consumer. Cookies can track
whether a user left a page without buying anything, so the advertiser can later retarget
the user with ads from the site the user visited.

Web banner advertising

Web banners or banner ads typically are graphical ads displayed within a web page.
Many banner ads are delivered by a central ad server. Banner ads can use rich media to
incorporate video, audio, animations, buttons, forms, or other interactive elements using
Java applets, HTML5, Adobe Flash, and other programs.

✓ Frame ad (traditional banner)-Frame ads were the first form of web banners.
The colloquial usage of "banner ads" often refers to traditional frame ads.
Website publishers incorporate frame ads by setting aside a particular space on
the web page. The Interactive Advertising Bureau's Ad Unit Guidelines
proposes standardized pixel dimensions for ad units.
17
✓ Pop-ups/pop-under -A pop-up ad is displayed in a new web browser window
that opens above a website visitor's initial browser window. A pop-under ad
opens a new browser window under a website visitor's initial browser
window. Pop-under ads and similar technologies are now advised against by
online authorities such as Google, who state that they "do not condone this
practice".

✓ Floating ad-A floating ad, or overlay ad, is a type of rich media

advertisement that appears superimposed over the requested website's
content. Floating ads may disappear or become less obtrusive after a
present time period.

✓ Expanding ad-An expanding ad is a rich media frame ad that changes

dimensions upon a predefined condition, such as a present amount of time a
visitor spends on a webpage, the user's click on the ad, or the user's mouse
movement over the ad. Expanding ads allow advertisers to fit more information
into a restricted ad space.

✓ Trick banners-A trick banner is a banner ad where the ad copy imitates some
screen element users commonly encounter, such as an operating system message
or popular application message, to induce ad clicks. Trick banners typically do
not mention the advertiser in the initial ad, and thus they are a form of bait-and-
switch. Trick banners commonly attract a higher-than-average click-through rate,
but tricked users may resent the advertiser for deceiving them.

✓ News Feed Ads-"News Feed Ads", also called "Sponsored Stories", "Boosted
Posts", typically exist on social media platforms that offer a steady stream of
information updates ("news feed") in regulated formats (i.e. in similar sized
small boxes with a uniform style).

18
 ▪ Display advertising process overview

The process by which online advertising is displayed can involve many parties.
In the simplest case, the website publisher selects and serves the ads. Publishers which
operate their own advertising departments may use this method.

The ads may be outsourced to an advertising agency under contract with the publisher, and
served from the advertising agency's servers.

Alternatively, ad space may be offered for sale in a bidding market using an ad

exchange and real- time bidding. This involves many parties interacting automatically in
real time. In response to a request from the user's browser, the publisher content server
sends the web page content to the user's browser over the Internet. The page does not yet
contain ads, but contains links which cause the user's browser to connect to the publisher
ad server to request that the spaces left for ads be filled in with ads. Information
identifying the user, such as cookies and the page being view, is transmitted to the
publisher ad server.

▪ Social media marketing

Social media marketing is commercial promotion conducted through social

19
media websites. Many companies promote their products by posting frequent updates
and providing special offers through their social media profiles.

▪ Mobile advertising

Mobile advertising is ad copy delivered through wireless mobile devices such

as smartphones, feature phones, or tablet computers. Mobile advertising may take the
form of static or rich media display ads, SMS (Short Message Service) or MMS
(Multimedia Messaging Service) ads, mobile search ads, advertising within mobile
websites, or ads within mobile applications or games (such as interstitial ads,
"advergaming," or application sponsorship). Industry groups such as the Mobile
Marketing Association have attempted to standardize mobile ad unit specifications,
similar to the IAB's efforts for general online advertising.

▪ Email advertising

Email advertising is ad copy comprising an entire email or a portion of an email

message. Email marketing may be unsolicited, in which case the sender may give the
recipient an option to opt out of future emails, or it may be sent with the recipient's
prior consent (opt-in).

▪ Chat advertising

As opposed to static messaging, chat advertising refers to real time messages

dropped to users on certain sites. This is done by the usage of live chat software or
tracking applications installed within certain

Websites with the operating personnel behind the site often dropping adverts on the
traffic surfing around the sites. In reality this is a subset of the email advertising but
different because of its time window.

▪ Online classified advertising

Online classified advertising is advertising posted online in a categorical listing

of specific products or services. Examples include online job boards, online real estate
listings, automotive listings, online yellow pages, and online auction-based listings.
Craigslist and eBay are two prominent providers of online classified listings.

▪ Adware

Adware is software that, once installed, automatically displays advertisements

20
on a user's computer. The ads may appear in the software itself, integrated into web
pages visited by the user, or in pop-ups/pop- under. Adware installed without the user's
permission is a type of malware.

▪ Affiliate marketing

Affiliate marketing occurs when advertisers organize third parties to generate

potential customers for them. Third-party affiliates receive payment based on sales
generated through their promotion. Affiliate marketers generate traffic to offers from
affiliate networks, and when the desired action is taken by the visitor, the affiliate earns
a commission. These desired actions can be an email submission, a phone call, filling
out an online form, or an online order being completed.

▪ Content marketing

Content marketing is any marketing that involves the creation and sharing of
media and publishing content in order to acquire and retain customers. This
information can be presented in a variety of formats, including blogs, news, video,
white papers, e-books, info graphics, case studies, how-to guides and more.

▪ Online marketing platform

Online marketing platform (OMP) is an integrated web-based platform that

combines the benefits of a business directory, local search engine, search engine
optimisation (SEO) tool, customer relationship management (CRM) package and
content management system (CMS). Ebay and Amazon are used as online marketing
and logistics management platforms. On Facebook, Twitter, YouTube, Pinterest,
LinkedIn, and other Social Media, retail online marketing is also used. Online business
marketing platforms such
as Marketo, Aprimo, MarketBright and Pardot have been bought by major IT
companies (Eloqua- Oracle, Neolane-Adobe and Unica-IBM).

COMPENSION METHOD

• CPM (cost per mill)

Cost per mill, often abbreviated to CPM, means that advertisers pay for every
thousand displays of their message to potential customers (mille is the Latin word for
thousand). In the online context, ad displays are usually called "impressions."
Definitions of an "impression" vary among publishers, and some impressions may not be
21
charged because they don't represent a new exposure to an actual customer.

• CPC (cost per click)

CPC (Cost Per Click) or PPC (Pay per click) means advertisers pay each time a
user clicks on the ad. CPC advertising works well when advertisers want visitors to their
sites, but it's a less accurate measurement for advertisers looking to build brand
awareness.[63] CPC's market share has grown each year since its introduction, eclipsing
CPM to dominate two-thirds of all online advertising compensation methods.

• CPE (cost per engagement)

Cost per engagement aims to track not just that an ad unit loaded on the page
(i.e., an impression was served), but also that the viewer actually saw and/or interacted
with the ad.

• CPV (cost per view)

Cost per view video advertising. Both Google and Tube Mogul endorsed this
standardized CPV metric to the IAB's (Interactive Advertising Bureau) Digital Video
Committee, and it's garnering a notable amount of industry support. CPV is the primary
benchmark used in YouTube Advertising Campaigns, as part of Google's Ad Words
platform.

• CPI (cost per install)

The CPI compensation method is specific to mobile applications and mobile

advertising. In CPI ad campaigns brands are charged a fixed of bid rate only when the
application was installed.

➢ Attribution of ad value-In marketing, "attribution" is the measurement of

effectiveness of particular ads in a consumer's ultimate decision to purchase.
Multiple ad impressions may lead to a consumer "click" or other action. A
single action may lead to revenue being paid to multiple ad space sellers.

➢ Other performance-based compensation-CPA (Cost Per Action or Cost Per

Acquisition) or PPP (Pay Per Performance) advertising means the advertiser
pays for the number of users who perform a desired activity, such as
completing a purchase or filling out a registration form. Performance-based
compensation can also incorporate revenue sharing, where publishers earn a
percentage of the advertiser's profits made as a result of the ad. Performance-
22
 based compensation shifts the risk of failed advertising onto publishers.

➢ Fixed cost-Fixed cost compensation means advertisers pay a fixed cost for
delivery of ads online, usually over a specified time period, irrespective of
the ad's visibility or users' response to it. One examples is CPD (cost per day)
where advertisers pay a fixed cost for publishing an ad for a day irrespective
of impressions served or clicks.

REGULATION

In general, consumer protection laws apply equally to online and offline

activities. However, there are questions over which jurisdiction's laws apply and which
regulatory agencies have enforcement authority over trans border activity.

• Privacy and data collection

Privacy regulation can require users' consent before an advertiser can track the user
or communicate with the user. However, affirmative consent ("opt in") can be difficult and
expensive to obtain. Industry participants often prefer other regulatory schemes.

• Delivery methods

Many laws specifically regulate the ways online ads are delivered. For example, online
advertising delivered via email is more regulated than the same ad content delivered via
banner ads. Among other restrictions, the U.S. CAN-SPAM Act of 2003 requires that any
commercial email provide an opt-out mechanism. Similarly, mobile advertising is governed
by the Telephone Consumer Protection Act of 1991 (TCPA), which (among other
restrictions) requires user opt-in before sending advertising via text messaging.

23
Online Advertising: Everything You Need to Know in 2018

• Paid Search Advertising

With over 3.5 billion search queries on Google everyday, paid search -- where
you pay Google or other search engines to advertise your content on SERPs for relevant
keywords -- is one of the most popular and effective types of online advertising

Naturally, there’s enormous demand for the top ad rankings, so Google

triggers an auction anytime there are at least two advertisers bidding for keywords that
are related to search queries that users consistently enter into Google.

• Paid Social Advertising

On paid social, advertisers have a lot of opportunity to optimize their campaigns.

They can choose the objective of their ad campaigns, the type of ad they promote, and
the targeting of their ads, which can get incredibly granular. Here’s a summary of
Facebook, LinkedIn, Instagram, and Twitter’s advertising capabilities.

➢ Facebook-With almost 1.5 billion daily active users who spend an average
of 41 minutes on the platform everyday, Facebook boasts the largest and

24
 most engaged user base out of all the social

media platforms. And to effectively monetize their audience, they’ve built

the best targeting tools and the most cost-effective ads for advertisers.

➢ LinkedIn-LinkedIn has a significantly smaller reach than Facebook, which

hovers around250 million monthly active users, but since professionals
constantly update their career information and specifically look for content
about business on the platform, LinkedIn is considered the best social
network for B2B lead generation.

➢ Instagram-With 500 million daily active users, and 64% of their users aged
18-29, Instagram is the best platform for attracting the attention of
millennials and Gen Z’ers. Facebook owns Instagram, so naturally their
objectives for ad campaigns align with Facebook’s: awareness,
consideration, and conversion.

➢ Twitter-Twitter lost one million active users last quarter, but they still have
335 million monthly active users -- 80% of who live outside of the United
States. If you want to extend your international reach, especially in Asia,
Europe, and South America, Twitter advertising is your best avenue for
success.

• Native Advertising

Publishers like BuzzFeed and The Dodo produce content that snowballs in
popularity on social media almost every day. And they make money by helping other
brands do it too. Brands will pay these publishers to craft posts and videos that follow
the publishers’ formula for virality. They also pay publishers to distribute this
sponsored content to their massive audience through social media and their website.

• Pre- and Mid-Roll Advertising

Forcing people to suffer through a 30-60 second YouTube ad isn’t the best way to
attract the attention of a new audience -- it’ll just irritate them. But shortening video ads
can actually engage viewers without testing their patience. According to Google, 90% of
bumper ad campaigns boosted global ad recall by an average of 30%.If you want to
25
advertise on YouTube, where adults watch more content than they do any television
network each month, you can leverage two types of video ads: TrueView ads and
Bumper ads.
o TrueView Ads-With TrueView ads, you’ll only pay for an ad when
people watch its entirety, view it for at least 30 seconds, or click on its
CTA. YouTube knows its users expect shorter ads, so they require non-
skippable ads to be between 15-20 seconds long. If you want to leverage
TrueView ads, you have two options to choose from: in-stream ads and
video discovery ads.

o Bumper Ads-Bumper ads are the shortest, yet most memorable YouTube
ads. When YouTube plays such a short ad for their viewers, it can’t really
bother them. And when brands craft these ads into fast, captivating
stories, they can resonate with audiences

• Display Advertising

Display ads are a controversial topic in the digital marketing community.

For almost 25 years, advertisers have abused them by tricking internet users into
clicking misleading ads -- some malicious display ads have even infected people’s
computers with viruses. It’s easy to see why people have developed banner
blindness and can’t stop downloading ad blockers: display ads have the reputation
of being intrusive, distracting, and irrelevant.

o Google Display Network-When you use Google’s Display Network, you can
design visually appealing ads and place them on over two million websites and
apps, YouTube, and Gmail. You can also build new audiences by targeting
people who are most likely to be interested in your product or service and
remarket website visitors just by importing a list of their contact information.

o Facebook’s Audience Network-With Facebook’s Audience Network, brands

can expand their Facebook ad campaigns off the social network, and use the
same targeting data they use on the platform to advertise on a huge collection of
websites and apps -- publishers in Facebook’s audience network account for
50% more time spent in mobile apps than Snapchat and Twitter
combined. Brands can place native ads, banner ads, full-screen ads, in-stream
video ads, and rewarded video ads (watch this video ad to get more tokens!) on

26
 the network’s websites and apps that their Facebook audience frequently visits.

Internet Advertising Introductory Guide: why you need it, what options do you
have and 10 tips for getting the best results

Absolutely every business has some kind of Internet presence -they can be large
or small, sell products and services, be very specific or general- they all want the same
thing: to reach the largest number of people while investing the smallest amount of
resources and getting the largest amount of benefits possible. Well, there’s a very
efficient method for achieving all of this while getting all your potential clients to know
your business and be interested in it at the same time: Internet advertising. Unlike
traditional advertising, Internet advertising is increasingly more accessible for every
business and enables you to quickly, easily, efficiently and affordably reach your target
public. That’s why it’s gaining more ground among those businesses with an online
presence. So, while having a blog is fundamental, having a presence on social networks
is indispensable and having a online marketing strategy is necessary. The reality is
that Internet advertising is also essential and is becoming a more habitual and necessary
practice.

What’s the biggest benefit to advertising on the Internet?

Imagine that you have an attractive storefront on one of the best streets in the
world, open 24 hours a day, 365 days a year. This is more or less what happens when
you invest in Internet advertising: you automatically become visible to thousands of
people who have been looking for you their entire lives and didn’t even know you
existed! Moreover, betting on online advertising is very important for both large and
27
small businesses alike, since with just a few bucks you’ll be able to get better visibility,
which will most certainly translate into an increase in traffic towards your website and a
boost in online sales.To sum it up, a paid Internet advertising campaign that is designed
and executed well can make your success multiply. But this is something more and
more people are becoming aware of; maybe that’s why Internet

Advertising moves million and millions of dollars around the world every year. In
fact, next to content marketing and video marketing, online advertising is one of the
largest growing areas on the Internet. FYI: spending on Internet advertising reached
137.53 billion of dollars just two years ago and for the following year its predicted to
even surpass cost of TV advertising.

This is partly due to the fact that online advertising is very attractive and
additionally enables better segmentation of your advertisements so you can reach
basically any type of audience you want.All of this can be done in an effective, simple,
flexible, easily measurable and low cost manner. Furthermore, you’ll be able to see
your advertisements’’ performance in real time and if they’re functioning or not.And if
you still need more reasons to wager on Internet advertising, then here are 10 huge
reasons which demonstrate that it really is necessary for boosting your business:

So now that you know why you should consider investing a little of your money
28
 on paid advertising. We’re even going to tell you what the best forms of Internet
advertising are and which will be best to help you reach your goals; whether you
looking to increase traffic to your website, gain visibility, enter new markets, improve
your brand image, retain clients, increase sales, obtain a positive ROI or whatever other
goals you want to accomplish.

The 9 best ways to advertise on the Internet

1. Advertising on search engines

One of the most frequently used Internet advertising methods is Search

Engine Marketing (SEM), and of course Google tops them all. In fact, the huge
technological giant has a method so you do
sponsored advertising: Google ad words. The main benefit of this type of advertisement
is that they enable improving your website’s positioning through paid advertising. This
way, for example though SEM techniques, you can advertise your products, services or
content through Google’s advertising service, or others. Users will find you more easily
since your advertisements will be displayed in the user’s relevant search results. This
type of advertising usually works by pay per click (PPC); meaning that you only pay for

29
each click made on your advertisement, and although there are other ways, this
continues to be the most used. It’s highly personalizable and you choose the max amount
of clicks you want to pay for a certain word. In terms of format, only up to four lines of
text is supported and is distributed in the following way: 25 characters in the title, 70 in
the text and 35 for the URL.

As for their use, search engine advertising is used most by advertisers whose main
goal is to get web traffic and conversions, since with this type of advertisement you are
reaching the users searching for your products. Furthermore, it’s one of the simplest and
most efficient advertising techniques.

2. Advertising on social networks

It would be foolish to overlook the power that social networks have in helping you
attain a successful business. And is not only effective within your digital marketing
strategy but advertising on social networks is increasingly gaining more followers
thanks to its effectiveness. In fact, the majority of social networks offer the possibility
to create advertisements right on their platforms, whether it be promoting messages and
content or creating specific advertisements. Facebook, Twitter, LinkedIn, Instagram and
YouTube are just some of them. Furthermore, they allow you to segment your target
public and with this you’ll be able to choose which group of people you’re trying to
reach. Not only with this, but with promotional messages you’ll be able to reach more
people, be positioned higher and have more options for obtaining successful results. If
you want to maximize your presence on social networks, being known and driving
traffic towards your social profiles and website is a good option for you.

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 1. Banners

Banners are, probably, the best known form of online advertising and much of
this is because they were the first advertisements to appear on the Internet. They consist
in strategically placing advertisements With different formats, sizes and designs within
a web page. Users who click on the advertisement will be taken to the site you choose.
The problem, though, is that nowadays we are so saturated with advertisements that we
barely pay any attention to them, therefore, if you want to advertise online you must
first consider the other options such as Google Ad Words or advertising on social
networks.

2. Pop-ups

All jokes aside: it’s no doubt that you’ve closed dozens of pop-up advertisements while
using the
Internet (probably a lot more than this) and this happens to be the norm with online
advertising and also very annoying. These are windows that pop up and take you to a
website different from what you were just looking at, and although years ago this method
was quite efficient, nowadays its becoming a bigger and bigger no-no on the Internet.

31
Now, this is not related to the ever so popular online marketing
resource: inserting a pop-up on your own website which invites users to register,
subscribe or simply enter their email in order to receive information which is
completely free.

1. Advertising on blogs

With this we’re not referring to advertisements that appear on any blog -since
this goes along with banners or Google advertisements- but rather through storytelling
and branded content, creating an advertisement around an experience, story or
reflection This is a relatively new method and therefore many businesses are still
unaware a type of indirect advertising which is usually done f the advantages. It
consists of a type of collaborative advertising and in order to take advantage of its
potential you must search for the leaders in your sector to pay them in exchange for
them writing an article where they speak highly of your products or services -and when
we say “pay” we’re not only talking about money but you can also offer them your
products and services or other things that you both can benefit from-.If you already
know which blogs are followed by your target public, then this is a very good option to
get discovered and get some traffic.

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 2. Advertising on cell phones

This is without a doubt one of the advertising strategies on the Internet that has
gained more popularity in the past years since practically the entire world has a
smartphone or other type of mobile device they regularly connect with. This causes
more and more companies to opt to adapt their advertisements to the fastest growing
medium. And contrary to what happened long ago when the majority of mobile
advertisements were just simple adaptations of computer advertisements, now
advertisements are more intended to be viewed from a smartphone without being
bothersome; whether they be text, video or images. They can be on both social
networks as well as Google Ad Words, banners or other forms of advertising.
Thus, you should keep in mind that users don’t use smartphones and computers in the same
way so chose
a responsive design, adapt the design and make sure that your page is adapted to be seen on
a mobile phone. And above all, make sure that the loading time is not too long, calls to
action stand out and that buttons are visible.

33
 3. E-mail marketing

For many years this form of advertising has dominated the Internet and is no annoying,
intrusive and ineffective: mass email advertisements. In fact, we receive so many email
per day that we’ve become kind of immune to the advertising and don’t need more than
two seconds to send it straight to the Spam folder. E- mail marketing has nothing to do
with this but rather goes much further and can be considered a fundamental piece of your
digital marketing strategy. E-mail marketing would cover an entire article (probably
more) but for this, were talking about advertising and are referring to camouflaging
promotions and advertisements within every day, friendly and valuable messages that the
user won’t want to delete. It’s
a tolerable and friendly form of advertising, and you should definitely use it but consider it
as part of your digital marketing strategy not as a form of advertising.

4. Video advertising

We consume more and more video content, and this makes video advertising the
king of kings. Viral videos are growing and there are even social networks solely
designated to videos such as YouTube or Vine.
In fact, these platforms can become an excellent pace for advertising your product and
service. By
using YouTube, Dailymotion, Vimeo and Vine video advertisements, they’ll be shown
to the user before the video even starts to play; they can even be placed on website and
search results. Furthermore, this form of advertising also includes banners and
advertisements that can be inserted as a video on a website; it shown to attract double the
amount of users than plain text or images. This is a good option to keep in mind and in
addition is an economical option that’s easy to configure.

34
 5. Remarketing

Remarketing is one of the best Internet advertising techniques for both small and
large advertisers. It’s not just a form of advertising but is rather a very good feature that
allows you to create personalized advertisements that will be shown to users who have
previously visited your website but didn’t complete any conversion.This solution is
found within Google AdWords, the online advertising giant, and is mainly focused on
Return on Investment. Therefore, it’s an option you should consider if a lot of users are
leaving your site without buying anything. Be careful because poorly utilizing
remarketing can seem aggressive, but with a good configuration and you can even mix
them together and opt for an online advertising strategy that includes various types of
advertisements. So, being what it is, it is important that you have some clear advice
before starting to advertise on the vast Internet.

Large Online Advertising Agencies and Networks

Online advertising agencies and networks take much of the work out of selling
ads on a site. But like everything in life, it comes at a cost. Online advertising agencies
and networks take much of the work out of

usually provide a piece of code that runs on the site and delivers performance
information to the companies and their advertising clients. In some cases, the agencies
automate the entire process via self service. In other cases, they have sales
representatives who help develop highly targeted campaigns for specific clients

1. Google AdSense

35
 The largest ad network on the planet got that way by allowing anyone to sign up
for free and by having an enormous number of partners — plus the world’s largest
search engine.Google AdSense typically provides 68 percent of the revenue from a sale
to the publisher and keeps the other 32 percent. It’s a reasonable split because the cost
of selling usually ranges between 30 and 40 percent of total revenue. The minimum
payout is $100.Although it is easy to sign up for AdSense, it is not a given that an
applicant will be accepted. Unlike other networks, AdSense does not require a
minimum audience size, which makes it popular with new sites

2. Media.net

Net is an up-and-coming challenger to Google AdSense because it uses a similar

business model. But it does not accept as many new publishers as Google. Thecompany
is a partnership of Bing and Yahoo! Ads run on both of those sites in addition to partners
who carry their ads, just like Adsense. Also like AdSense, the ad campaigns are
contextual. The revenue share is unknown. The minimum payout is $100.

3. Advertising.com

Advertising.com is one of the largest online ad agencies with nearly 600 million
global unique visitors and relationships with more than 70 of the top 100 Comscore sites,
the company says.Its ad-serving technology delivers 140 billion impressions a month
and covers more than 25 content verticals.The company requires a minimum of 500,000
impressions a month for a publisher to qualify for its program

4. Chitika

Chitika has made a name for itself by creating a contextual ad networks with a
slightly different approach to how it displays ads. They include popups and other types
of aggressive interactive displays.The company says it has more than 350,000
publishers and delivers 4 billion ad impressions a month.It accepts a high number of
applicants and has a minimum payout of $10.

1. Exponential.com

The company that evolved from Tribal Fusion says it works with “88 of the
top 100 global brands.”“We focus on direct, first-look inventory access with premium
publishers, allowing us to sell to premium advertisers at higher CPMs with large

36
budgets,” it says.It has three programs depending on the publisher: self service,
technology service and enterprise service. The enterprise service level offers direct
sales opportunities, but the other two do not.Company requirements include 500,000
unique visitors a month, highly targeted content and an attractive design. Like all
agencies, it reserves the right to accept or reject any applicant even if it has the
necessary audience level.

2. RhythmOne

RhythmOne, which has been in existence in some form for 20 years, has
developed from the previously named Burst Media. It has a much lower minimum
requirement of 25,000 page views or 5,000 unique visitors a month.Itsays its advertisers
include Gap, Payless, Old Navy and Mott’s fruit juice. Besides display ads, the
company provides advertiser-sponsored content and a video library

3. Undertone Networks

The company requires a minimum of 250,000 unique visitors a month.

4. Infolinks

Infolinks is one of the dominant players in an advertising type based on its name.
It turns the words in articles into links, and it provides a popup box at the base of the
browser fold that also provides links.The company also has other non-standard display
positions including ads on the unused left and right sides of the page.It reportedly
delivers more than 2.5 billion ad impressions a month.The product has no minimum
audience requirement.

5. PulsePoint

PulsePoint, formerly known as ContextWeb, also has a unique angle on

generating ad revenue for Web sites.Publishers can set the CPM price on ads they
display. The company fills as many ads as possible at that rate. The publisher can
provide an alternative network (such as Google AdSense) for any impressions that don’t
get filled.It has a minimum payout of $50, so publishers with small traffic and
alternative sources of ads may have to wait a long time to get a check.

37
 5. J. Carter Marketing

Agency that focuses on news sites. It claims 50 million uniques a month and 3,000
sites.

CONCEPTUAL FRAMEWORK

❖ Advertising define by Philip Kotler

Advertising is any paid form of non-personal presentation and promotion of
goods, services, or ideas by an identified sponsor Frank Presbrey –Advertising is a
printed, written, oral and illustrated art of selling.

❖ Consumer Behaviour Define by Kotler and Keller, 2006)

the study of how individuals, groups and organisations select, buy, use
and dispose of goods, services, ideas, or experiences to satisfy their needs
and wants.

❖ Online advertising
Online advertising is a marketing strategy that involves the use of the Internet as
a medium to obtain website traffic and target and deliver marketing messages to the
right customers. Online advertising is geared toward defining markets through
unique and useful applications.

38
 DATA ANALYSIS

The process of evaluating data using analytical and logical reasoning to examine
each component of the data provided. This form of analysis is just one of the many steps
that must be completed when conducting a research experiment. Data from various
sources is gathered, reviewed, and then analysed to form some sort of finding or
conclusion. There are a variety of specific data analysis method, some of which include
data mining, text analytics, business intelligence, and data visualizations. Data
interpretation refers to the process of critiquing and determining the significance of
important information, such as survey results, experimental findings, observations or
narrative reports. Interpreting data is an important critical thinking skill that helps you
comprehend text books, graphs and tables. Researchers use a similar but more
meticulous process to gather, analyse and interpret data. Experimental scientists base
their interpretations largely on objective data and statistical calculations. Social scientists
interpret the results of written reports that are rich in descriptive detail but may be devoid
of mathematical calculations. Presentation of data this refers to the organization of data
into tables, graphs or charts, so that logical and statistical conclusions can be derived
from the collected measurements. Tabular presentation - method of presenting data using
the statistical table. - A systematic organization of data in columns and rows.

GRAPHICAL METHODS:

Frequency distributions and are usually illustrated graphically by plotting various types of
graphs:

Bar graph - A bar graph is a way of summarizing a set of categorical data. It

displays the data using a number of rectangles, of the same width, each of which
represents a particular category. Bar graphs can be displayed horizontally or vertically
and they are usually drawn with a gap between the bars (rectangles).

Histogram - A histogram is a way of summarizing data that are measured on an

interval scale (either discrete or continuous). It is often used in exploratory data analysis
to illustrate the features of the distribution of the data in a convenient form.

Pie chart - A pie chart is used to disp

lay a set of categorical data. It is a circle, which is divided into segments. Each

39
segment represents a particular category. The area of each segment is proportional to the
number of cases in that category.

Line graph - A line graph is particularly useful when we want to show the
trend of a variable over time. Time is displayed on the horizontal axis (x-axis) and the
variable is displayed on the vertical axis.

40
 1.OPINION OF RESPONDENT AS PER GENDER WISE

GENDER NO OF RESPONDENT

Female 26

Male 24

TOTAL 50

FIGURE NO 4. 1

OPINION OF RESPONDENT AS PER GENDER WISE

GENDER
Female Male Grand Total

26%

50%

24%

The table no. 4.1 and figure no.4.1 shows that, out of total 50 respondents, 24%
Male are respondents and 26% Female are respondents. They are responded for consumer
buying behaviour toward online advertising.

2.OPINION OF RESPONDENT AS PER AGE GROUP

41
 NO OF RESPONDENT
AGE FEMALE MALE
18-25 22 13
26-35 4 9
36-45 0 1
46 and above 0 1
TOTAL 26 24

FIGURE NO 4. 2
OPINION OF RESPONDENT AS PER AGE GROUP

18-25 26-35 36-45 46 and above TOTAL

42%
50%

8%

0% 0%

The table no4.2 and figure no4.2 shows that, out of total 50 respondents, in
Female 26 those age group is 18 to 25 and 26-35are response but other group i.e
(36-45 and 46 above)are not respond and In Male 24 are respond all group age.

42
 3.OPINION OF RESPONDENT AS PER OCCUPATION

NO OF RESPONDENT
OCCUPATION FEMALE MALE
Professional/ services 18 11
Self Employed/ own business 3 9
Student 5 4

TOTAL 26 24

FIGURE NO 4.3
OPINION OF RESPONDENT AS PER OCCUPATION

OCCUPATION
Professional/ services Self Employed/ own business
Student Grand Total

34%
50%

10%
6%

The table no4.3 and figure no.4.3 shows that opinion of respondent as per
Occupation out of total 50 respondents, In 24 Male, 11Male are Professional/ services,9
Male are Self Employed/ own business ,4 Male are Student. In 26Female. 18 Female are
Professional/ services, 13Female are Self Employed/ own business and 5Female are
Student.

43
 4.INCOME OPINION OF RESPONDENT AS PER INCOME WISE

PARAMETER NO OF RESPONDENT
FEMALE MALE
10000-15000 12 7
16000-25000 11 12
26000-35000 3 3
36000 above 0 2

TOTAL 26 24

FIGURE NO 4.4
OPINION OF RESPONDENT AS PER AGE WISE

INCOME
10000-15000 16000-25000 26000-35000 46000 above Grand Total

23%

50%

21%

6%

The table no4.4 and figure no.4.4 shows that opinion of respondent as per
Monthly Income out of total 50 respondents, In 24 Male, 7Male earn 10000-
15000,12Male earn 16000 to25000 ,3 Male earn 26000
to 35000 and 2 earn 36000 Upto. In26 Female. 12 Female earn 10000-15000, 11 Female
earn 16000 to25000 and 3 Female earn 26000 to 35000 and No one earrn36000 Upto.

44
 5.OPINION OF RESPONDENT AS PER OPT FOR ONLINE ADVERTISING

NO OF RESPONDENT
PARTICULAR
FEMALE MALE
Yes 15 13

No 11 11

TOTAL 26 24

FIGURE NO 4.5
OPINION OF RESPONDENT AS PER OPT FOR ONLINE ADVERTISING

OPT FOR ONLINE ADVERTISING

Yes No Grand Total

29%

50%

21%

The table no3.5 and figure no..3.5 shows that opinion of respondent as per opt
for online advertising out of total 50 respondents, In 24 Male, 13 Male are said Yes and
11 Male are said No and In 26 Female,15 Female are said Yes and 11 Female are said
No.

45
 6 .OPINION OF RESPONDENT AS PER MOST PREFER USE

NO OF RESPONDENT
PARTICULAR FEMALE MALE
Hindustan Times 6 5
Rediff mail 0 0
Times of India 9 8
Yahoo 0 0
TOTAL 15 13

FIGURE NO 4.6
OPINION OF RESPONDENT AS PER MOST PREFER USE

MOST PREFER USE

Hindustan Times Rediff mail Times of India Yahoo Grand Total

20%

0%

50%

30%

0%

The table no4.6 and figure no..4.6 shows that opinion of respondent as per
most prefer use out of total 33 respondents, In 13 Male, 5 Male are most prefer
Hindustan Times and 8Male are most prefer use Times of India. In 15 Female,6
Female are most prefer Hindustan Times and 9 Female are most prefer Times of
India.

46
 7.OPINION OF RESPONDENT AS PER INTERNET
ADVERTISEMENTS YOU LIKE THE MOST

NO OF RESPONDENT
PARTICULAR FEMALE MALE
Pop up and Pop under ads 0 1
Skyscraper 1 2
Sponsored ads 7 6
Rectangle Banner 4 0
Keyword advertising 0 0
Google Ads 3 4
TOTAL 15 13

FIGURE NO 4.7
OPINION OF RESPONDENT AS PER INTERNET
ADVERTISEMENTS YOU LIKE THE MOST

INTERNET ADVERTISMENT LIKE MOST

Pop up and Pop under ads Skyscraper Sponsored ads
Rectangle Banner Keyword advertising Google Ads
TOTAL
0% 3%

23%
50%

14%
10% 0%

Source- personally data collected

The table no4.7 and figure no.4.7 shows that opinion of respondent as per internet
advertisement like most out of total 33 respondents, In 13 Male,1 Male are advertisement
most like Pop up and Pop under ads, 2 Male are most like Skyscraper, 6Male are most like
Sponsored ads, 4 Male are like most Google Ads. In 15 Female , 1 Female are like
Skyscraper,7 Female are like Sponsored ads,4 Female are like Rectangle Banner

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 8.OPINION OF RESPONDENT AS PER PURCHASING DECISION

NO OF RESPONDENT
PARTICULAR Female Male
Yes 10 9
No 2 4
Can't say 3 0
Total 15 13

FIGURE NO 4.8
OPINION OF RESPONDENT AS PER PURCHASING DECISION

PURCHASE BEHAVIOUR
Yes No Can't say Total

33%

50%

7%
10%

The table no4.8 and figure no.4.8 shows that opinion of respondent as per
purchasing decision out of total 28 respondents, In 13Male,9 Male are said Yes,4 Male
are said No and In 15 Female , 10 Female are said Yes,2 Female are said No and
3Female are said Can’t say.

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 9.OPINION OF RESPONDENT AS PER MORE ADVERTISEMENTS
THAN CONTENT

NO OF RESPONDENT
PARTICULAR
FEMALE MALE
Agree 10 9
Can’t say 2 0
Disagree 2 0

Strongly agree 1 4
TOTAL 15 13

FIGURE NO 4. 9
OPINION OF RESPONDENT AS PER MORE ADVERTISEMENTS
THAN CONTENT

MORE THAN ADVERTMENT CONTAIN

Agree Can’t say Disagree Strongly agree total

33%

50%

7%
7%

3%

The table no4.9 and figure no.4.9 shows that opinion of respondent as per
more advertisement contain out of total 28 respondents, In 13Male, 9Male are
Agree,4 Male are Strongly agree and In 15 Female , 10 Female are Agree,2 Female
are Disagree ,2 Female are Disagree and 1Female are Strongly Agree.

10.OPINION OF RESPONDENT AS PER A WAY THE MIND OF BUYING

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 BEHAVIOUR CONUSUMER

PARAMETER TOT RAN

AL K
Ecommerce sites 156 6
Mobile phones 131 4
Banking 132 5

social networking 106 3

Forums
Clothing sites 88 2
Eating app 65 1

FIGURENO 4.10
OPINION OF RESPONDENT AS PER A WAY THE MIND OF BUYING
BEHAVIOUR CONUSUMER

WAY OF MIND CONSUMER

BEHAVIOUR
[Ecommerce
[Eating app] sites]
10% [Clothing 23%
sites]
13%

social
networking [Mobile
Forum phones]
s] 16% [Banking 19%
]
19%

The table no4.10 and figure no.4.10 shows that opinion of respondent as per a way the
mind of buying behaviour consumer,

Both respondent are given 6 rank to ecommerce website i.e 156.

Both respondent are given 5 rank to banking i. E132.
Both respondent are given 4 rank to mobile phone i.e 131.
Both respondent are given 3 rank to social networking forum i. E 106
Both respondent are given 2 rank to clothing i.e 88
Both respondent are given lowest 1 rank to Eating app i.e 65

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 11.OPINION OF RESPONDENT AS PER NOT OPT FOR
ONLINE ADVERTISING

NO OF
RESPONDENT
PARAMETER FEMALE MALE
Irritating ads 7 4
Pop up ads 1 3
Privacy concern 0 1
Reduced data 1 2
Vulnerable ads 1 1
TOTAL 11 11

FIGURENO 4.11
OPINION OF RESPONDENT AS PER A WAY THE MIND OF BUYING
BEHAVIOUR CONUSUMER

NOT OPT FOR ONLINE ADVERTISING

Irritating ads
33%
Grand Total
50%
Pop up ads
5%
Reduced data
Vulnerable ads 5%
5%

The table no4.11 and figure no.4.11 shows that opinion of respondent as per per
a way the mind of buying behaviour consumer out of 11 Female , 7Female are said
Irritating ads ,1 Female said Pop-up , 1 Female said Reduced Data and 1 Female said
Vulnerable ads. out of 11 Male ,4 Male are said Irritating ads
,3 Female said Pop-up , 2 Female said Reduced Data and 1 Female said Privacy concern
and Vulnerable ads.

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 FINDINGS

• Both respondent are showing interest to opt for online advertising.

• Male and Female respondents are showing interest in Times of India and
Hindustan Times.
• Male and Female respondents are showing interest in online advertising they
like most Sponsored Ads ,Google Ads and Skycraper
• Both respondent are showing more interest purchase behavior is
influenced by words of persuasion like Shop Now, discount offers,
apply now.
• Both respondent are said websites contain more advertisements than content
• Both respondent are showing more interest in Eating App and Clothing as
compared to other
• Both respondent are not opt for online advertising because of
Irritating ads, Pop Up and Reduced data.

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 CONCLUSION

As per our findings we come to a conclusion that in India there are many people who are still
prefer to buy through offline mediums. But also we could find out that there are 45% of
people who can be the potential buyers of mobile phones online in the future and this major
chunk of population belongs to the age group of 18-30.

While coming to the most important attribute that makes a consumer choose a mobile phone
to buy online are quality, security of credit/debit cards, retailer return policies and so on. As
per the research consumers usually spend more than 15 hours a week on the internet and the
major purpose was found out to be social networking and information gathering. The most
preferred site is flipkart (which is more than 50%) for buying mobile phone online.

A Study on Impact of Online Advertising on consumer buying behavior for mobile phone
Dear friends we seek your response for a research study on consumer perception about fast
food in India that we are working on it. Your time and co-operation through expressing your
opinion is crucial for successful completion of the study.

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 RECOMMDATION

• Online advertising should improve to reduced data

• Online advertising should avoid the vulnerable ads and pop up ads to disturbing
people.
• Online advertising should improve quality and presentation, display
advertising to attract the more people
• Online advertising should improve advertisement contain. They should
prepare strategy for time of ads and informational ads.
• Online advertisement should provide proper information related product and
service.
• Online advertisement should improve time consuming ads as compared to flexible
of ads.

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 BIBLIOGRAPHY

➢ BOOKS

Name of Books- Advertising and Sales Management.

Author- Prerna Sharma and Parveen Nagpal.

Published by- N.V Maroo.

➢ LINKS

• https://www.google.co.in/search?source=hp&ei=UJ5RXM6AKZT_rQHFxb3gA
w&q=online+advert ising&oq=online+adve&gs_l=psy-
ab.1.0.0l10.7858.13210..15439...0.0..0.213.1482.0j

• https://blog.hubspot.com/marketing/online-advertising

• https://postcron.com/en/blog/internet-advertising/

• https://www.techopedia.com/definition/26362/online-advertising

• https://www.slideshare.net/amalrains/online-advertising-2720735

• https://www.slideshare.net/melto0t/online-advertisingpowerpoint

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