THE IMPACT OF ONLINE ADVRTISEMENT ON BRAND'S PERFORMANCE

By

Atitsogbui Christian

5171500009

A Project Work Submitted To The University Of Education, Winneba in partial fulfillment of the

requirements for the degree of

Bachelors of Business Administration

ACKNOWLEDGEMENT

The study entitled "The Impact Of Online Advertisement On A Brand's Performance" has
been conducted to satisfy the requirement for the degree of Bachelors Of Business

Administration (BBA) of the University of Education, Winneba.

The success and final outcome of this work required a lot of guidance

DECLARATION

CHAPTER TWO

Determinants Of Online Advertisement

Major determinants of successful online advertisement are dependent on the following:

1. Ease of website access: The power to attract and retain customes rely mostly on how

customers can access the adverts over the internet with the use of technological tools

(phones, laptops). Easy access to online adverts can entice customes to continue to make

purchases from your brand over the internet. With online advertisement, easy access to

the website is the degree to which a person comes into contact with the advert while

surfing on the internet.

On the other hand, if it is difficult to come across online advertisents, customers will not

come across online adverts of which purchase or awareness of the brand will be poor.

2. The cost of the advert: Cost deals with possible expenses incurred in using online

applications, transaction fees and equipment costs as compared to the traditional way of

advertising (Choudhury & Dey, 2014). Here, it is the cost involved when consumers
 watch online adverts. That is, if the cost involved in watch an advert is expensive, it will

restrain the individual from watching the advert but if it is moderate or affordable, they

will be willing to watch more adverts of the brand of which awareness is been created

and the consumer can also make purchases which will then promote the brand.

3. Location of the advert on the web page:

CHAPTER FOUR

Descriptive statistics implies a simple quantitative summary of a dataset that has been collected.

This section deals with the descriptive analysis of the data collected through the questionnaire

during the research process. Here descriptive analysis incorporates calculation of statistical

measures such as mean, standard deviation, correlation and regression. All items of dependent

and independent variables were measured on five points Likert scale anchored by “strongly

Agree” = 1 to “strongly Disagree” = 5. These values help the researcher to analyse the data

with respect to frequencies and aggregation relating to research questions and variables.

ONLINE ADVERTISEMENT

I do watch online advertisement daily:

Cumulative
Frequency Percent Valid Percent Percent
strongly agree 38 38.0 38.0 38.0
agree 31 31.0 31.0 69.0
neutral 8 8.0 8.0 77.0
disagree 11 11.0 11.0 88.0
 strongly disagree 12 12.0 12.0 100.0
Total 100 100.0 100.0

The table shows that majority of the respondents, thus 38% strongly agree to the statement that

they watch online advertisement daily. 31% of the respondents agreed to the statement while 8%

of the respondents were neutral. 11% repondents tend to disagree with the statement and 12%

strongly disagree with the statement.

Online advertisement is important for brand performance

Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 36 36.0 36.0 36.0
agree 30 30.0 30.0 66.0
neutral 15 15.0 15.0 81.0
disagree 11 11.0 11.0 92.0
strongly disagree 8 8.0 8.0 100.0
Total 100 100.0 100.0

Here, majority of the respondents strongly agree to the fact that online advertisement is

important for brand perfromance representing 36% while 30% of the respondent agree to the

statement. 15% of the respondents were neutral. The respondents who disagreed to the statement

were 11% whiles the minority representing 8% strongly disagreed to the statement.

Online advertisement is informative

Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 45 45.0 45.0 45.0
agree 23 23.0 23.0 68.0
neutral 12 12.0 12.0 80.0
disagree 13 13.0 13.0 93.0
 strongly disagree 7 7.0 7.0 100.0
Total 100 100.0 100.0

From the table, a vast number of the respondents 45% strongly agreed while 23% agree with the

statement. Also 12% of the respondents are neutral while 13% disagree with the

statement. Only 7% of the respondents strongly disagree with the statement.

misleading
Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 9 9.0 9.0 9.0
agree 12 12.0 12.0 21.0
neutral 13 13.0 13.0 34.0
disagree 34 34.0 34.0 68.0
strongly disagree 32 32.0 32.0 100.0
Total 100 100.0 100.0

Here, it can be seen that the number of the respondents who strongly agreed to the statement

were 9% while those who agreed were 12%. Although 13% of the respondents were neutral, 34%

representing the majority disagree with the statement while 32% strongly disagee.

entertaining
Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 27 27.0 27.0 27.0
agree 22 22.0 22.0 49.0
neutral 21 21.0 21.0 70.0
disagree 17 17.0 17.0 87.0
strongly disagree 13 13.0 13.0 100.0
Total 100 100.0 100.0
With regards to online advertisement been entertaining, 27% of the respondents strongly agreed

to the statement while 22% agreed. 21% of these respondents are neutral. Also, 17% disagree to

the statement while 13% of the respondents strongly disagreed.

irritating
Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 14 14.0 14.0 14.0
agree 16 16.0 16.0 30.0
neutral 24 24.0 24.0 54.0
disagree 24 24.0 24.0 78.0
strongly disagree 22 22.0 22.0 100.0
Total 100 100.0 100.0

This table shows that a 14% of the respondents strongly agree about the statement. Another 16%

of the respondents tend to agree with the statement. Also 24% of the respondents are neutral

with the statement while 24% respondents disagree. 22% of the entire respondents strongly

disagree with the statement.

Online advertisement is useful for brand performance

Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 17 17.0 17.0 17.0
agree 41 41.0 41.0 58.0
neutral 20 20.0 20.0 78.0
disagree 14 14.0 14.0 92.0
strongly disagree 8 8.0 8.0 100.0
Total 100 100.0 100.0

A number of respondents constituting 17% strongly agree with the statement while 41% agree.
20% of the respondents are neutral and 14% also disagree with the statement. Also, 8% of the

respondents strongly disagree with the statement.

OA_8
Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 20 20.0 20.0 20.0
agree 26 26.0 26.0 46.0
neutral 23 23.0 23.0 69.0
disagree 16 16.0 16.0 85.0
strongly disagree 15 15.0 15.0 100.0
Total 100 100.0 100.0

20% of the respondents strongly agreeto the statement while 26% representing majority of the

respondents agree to the statement. Also, 23% are neutral while 16% disagree and 15% strongly

disagree to the statement.

BRAND PERFORMANCE

Online Advertised brand last longer

Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 17 17.0 17.0 17.0
agree 29 29.0 29.0 46.0
neutral 13 13.0 13.0 59.0
disagree 24 24.0 24.0 83.0
strongly disagree 17 17.0 17.0 100.0
Total 100 100.0 100.0

i select the brand regardless of the price

Frequency Percent Valid Percent Cumulative
 Percent
Valid strongly agree 16 16.0 16.0 16.0
agree 34 34.0 34.0 50.0
neutral 20 20.0 20.0 70.0
disagree 17 17.0 17.0 87.0
strongly disagree 13 13.0 13.0 100.0
Total 100 100.0 100.0

Online advertised brand is reputable

Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 17 17.0 17.0 17.0
agree 36 36.0 36.0 53.0
neutral 23 23.0 23.0 76.0
disagree 17 17.0 17.0 93.0
strongly disagree 7 7.0 7.0 100.0
Total 100 100.0 100.0

the brand name and image that has been advertised online attracts me
to purchase
Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 11 11.0 11.0 11.0
agree 41 41.0 41.0 52.0
neutral 24 24.0 24.0 76.0
disagree 14 14.0 14.0 90.0
strongly disagree 10 10.0 10.0 100.0
Total 100 100.0 100.0

online advertised brand has good functional quality

Cumulative
Frequency Percent Valid Percent Percent
Valid strongly agree 14 14.0 14.0 14.0
agree 39 39.0 39.0 53.0
neutral 27 27.0 27.0 80.0
 disagree 17 17.0 17.0 97.0
strongly disagree 3 3.0 3.0 100.0
Total 100 100.0 100.0

Major Findings:

4. Analysing the Gender, it was found out that majority of the respondents were Male

constituting 57% while the minority were Female constituting 43%.

5. With regards to the age, the respondents below 20 years, 21 years - 30 years, 31 years -

40 years and 41 years and above are 15%, 49%, 20% and 16% respectively.

6. Examining the academic qualification, respondents with No Education were 10%,

WASSCE 12%, Diploma 32% and to be Degree 46%.

7. Taking into consideration Marital Status, 39% of the respondents were single,41% were

married, 16% were separated and 4% were widowed.

8. Exploring on Occupation of the respondents, it was found out that 20% were students,

39% were employed for wages / salaries, 33% werer self-employed and 8% were retired.

CHAPTER FIVE

SUMMARY AND CONCLUSION

The advertisement seen on the web while surfing through various web pages are online

advertisements. online adverts are presented through platforms like social pages, websites,

blogs, e-mails.

With the incease in the usage of modern technology like the mobile phones, laptops, companies

are using the internet as well to improve upon the performance of their brand.

The major objective of this study was to find out the determinants of online advertisement of

which it got Accessibility, Cost, Location, Quality advertised products, Content of the advert, etc.

Many researchers have done studies on Online advertising but in this case, there was no study on

the impact of online advertising on brand performance. This study came out successful with the

help of those findings.

The study also applied qualitative and quantitative approach. The study analysed the

percentage""""" Only primary data was used as a source to gather responses from respondents.

Thus, with the use of questionnaires from 100 respondents. SPSS was used to calculate all the

mathematical calculations.