Mohamad Ashfaq Hussain - A Study On Online Advertising

Title: A STUDY ON ONLINE ADVERTISING (YouTube, Google &
Facebook)
Dissertation submitted in partial fulfilment of the requirements for the award of the Degree,
MASTER OF BUSINESS ADMINISTRATION
of
PRESIDENCY UNIVERSITY
By
Name: Mohamad Ashfaq Hussain
Reg. No: 20212MBA0355
Under the guidance of

Name of the guide: Pramod Kumar Pandey
Designation of guide: Asso. Prof- SOM
PRESIDENCY UNIVERSITY
2022-2023
1
ACKNOWLEDGEMENT
First and foremost, I would like to express my sincere gratitude to my guide, Professor
Pramod Kumar Pandey, for his invaluable support, guidance, and encouragement
throughout this project. His expertise, experience, and insight have been instrumental in
shaping my ideas and providing me with the necessary direction to carry out this project
successfully.
I am also grateful to the faculty members of Presidency University, who have played a
significant role in my academic development. Their teachings, guidance, and
encouragement have been instrumental in shaping my academic pursuits and developing
my research skills.
I would like to extend my appreciation to the administrative staff of the university, who
have supported me throughout this project. Their timely assistance and support have been
crucial in ensuring the smooth execution of the project.
Finally, I would like to acknowledge my family and friends for their unwavering support
and encouragement. Their love and support have been my constant motivation throughout
this project.
In conclusion, I would like to express my heartfelt gratitude to all the people who have
supported and guided me during this project. Their contributions have been invaluable in
making this project a success.
PLACE: BANGALORE MOHAMAD ASHFAQ HUSSAIN

20212MBA0355
2
DECLARATION BY THE STUDENT
I hereby declare that “A STUDY ON ONLINE ADVERTISING” is the result

of the project work carried out by me under the guidance of Prof. Krishna
Durbha in partial fulfillment for the award of Master’s Degree in Business
Administration by Presidency University.
I also declare that this project is the outcome of my own efforts and that it has
not been submitted to any other university or Institute for the award of any other
degree or Diploma or Certificate.
Place: Bangalore Name: Mohamad Ashfaq Hussain
Date: Reg. No: 20212MBA0355
3
CERTIFICATE BY THE GUIDE
Date:
This is to certify that the dissertation titled “A STUDY ON ONLINE ADVERTISING” is an

original work of Mr. MOHAMAD ASHFAQ HUSSAIN; bearing university register number
20212MBA0355 and is being submitted in partial fulfillment for the award of the Master’s
Degree in Business Administration of Presidency University. The report has not been submitted
earlier either to this University/Institution for the fulfillment of the requirement of a course of
study. Mr. MOHAMAD ASHFAQ HUSSAIN is guided by Mr. KRISHNA DURBHA. Who is
the faculty guide as per the regulations of Presidency University.
Signature of Faculty guide/HOD Signature of Director/Principal

Date: Date:
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TABLE OF CONTENTS
CHAPTERS CHAPTER HEADS PAGE NO
Chapter 01 Introduction 12-44
1.1 Advertising effectiveness
1.2 Types of advertising
1.3 Advertising objectives
1.4 Why and when to advertise
1.5 Designing advertising campaign
1.6 Stages of advertising campaign
1.7 Literature review
1.8 Advertising
1.9 Online advertising
Chapter 02 Research Design 45-49
2.1 Introduction
2.2 Title of study
2.3 Statement of problems
2.4 Objective of study
2.5 Scope of study
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2.6 Need and purpose of the study
2.7 Research methodology of the study
2.8 Research design
2.9 Research instruments
2.10 Sampling method
2.11 Limitations of the study
Chapter 03 Company Profile 50-72
3.1 YOUTUBE
3.1.1 Introduction of the company
3.1.2 History of the company
3.1.3 Finance of the company
3.1.4 Company services
3.1.5 Company functional chart and market share
3.1.6 Company strategies to grow in online advertising
3.2 GOOGLE
3.2.3 Growth of the company
3.2.4 Product services of the company
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3.2.5 Online advertising of the company
3.3 FACEBOOK
3.3.3 Advertising of the company
Chapter 04 Data Analysis and Interpretation 73-122
Chapter 05 Findings, Recommendations and Conclusion 123-125
5.1 Findings
5.2 Recommendations
5.3 Conclusion
Bibliography 126
Annexures 127-132
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Table No. Particulars Page No.
TABLE - 4.1 Table showing Gender respondents. 73
Table showing the response of different age group

TABLE - 4.2 75
respondents.
TABLE - 4.3 Table showing the qualification of the respondents 76
Table showing the designation of the different

TABLE - 4.4 78
respondents
Table showing which kind of online advertising

TABLE - 4.5 81
respondents like to see
Table showing how many hours respondents spend on

TABLE - 4.6 82
browsing
Table showing do respondents check online advertising

TABLE - 4.7 85
while browsing
Table showing advertising to which are you intended in

TABLE - 4.8 87
purchasing
TABLE - 4.9 Table showing respondents purpose of using internet 89
Table showing do the online advertising interfere in your

TABLE - 4.10 91
work while browsing
Table showing how well do respondents remember the

TABLE - 4.11 93
advertisement
Table showing online advertising makes people buy

TABLE - 4.12 95
unaffordable products just to show off
Table showing how satisfied are respondents by online

TABLE - 4.13 97
advertisement
Table showing the print ads or TV commercials to get

TABLE - 4.14 99
product awareness
8
Table showing which advertisement method do
TABLE - 4.15 101
respondents prefer
Table showing buy or booked anything after watching

TABLE - 4.16 103
online advertisement
Table showing what benefits does online marketing offer

TABLE - 4.17 105
over the traditional marketing
Table showing what loop holes does online marketing

TABLE - 4.18 107
carry over traditional tools
Table showing the online advertisement can be

TABLE - 4.19 109
improved
Table showing do respondents require much information

TABLE - 4.20 111
to take purchase decision
Table showing do respondents prefer to spend much

TABLE - 4.21 113
time in purchase of any online commodity
TABLE - 4.22 Table showing preference to go for shopping 115
Table showing is online advertisement a valuable

TABLE - 4.23 117
source of information about the product
Table showing prefer online advertising as it is SAFEST

TABLE - 4.24 119
to use
Table showing rate of satisfaction level according to

TABLE - 4.25 121
online product advertising
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Table No. Particulars Page No.
CHART - 4.1 Chart showing Gender respondents. 74
Chart showing the response of different age group

CHART - 4.2 76
respondents.
CHART - 4.3 Chart showing the qualification of the respondents 78
Chart showing the designation of the different

CHART - 4.4 80
respondents
Chart showing which kind of online advertising

CHART - 4.5 82
respondents like to see
Chart showing how many hours respondents spend on

CHART - 4.6 84
browsing
Chart showing do respondents check online advertising

CHART - 4.7 86
while browsing
Chart showing advertising to which are you intended in

CHART - 4.8 88
purchasing
CHART - 4.9 Chart showing respondents purpose of using internet 90
Chart showing do the online advertising interfere in your

CHART - 4.10 92
work while browsing
Chart showing how well do respondents remember the

CHART - 4.11 94
advertisement
Chart showing online advertising makes people buy

CHART - 4.12 96
unaffordable products just to show off
Chart showing how satisfied are respondents by online

CHART - 4.13 98
advertisement
Chart showing the print ads or TV commercials to get

CHART - 4.14 100
product awareness
10
Chart showing which advertisement method do
CHART - 4.15 102
respondents prefer
Chart showing buy or booked anything after watching

CHART - 4.16 104
online advertisement
Chart showing what benefits does online marketing offer

CHART - 4.17 106
over the traditional marketing
Chart showing what loop holes does online marketing

CHART - 4.18 108
carry over traditional tools
Chart showing the online advertisement can be

CHART - 4.19 110
improved
Chart showing do respondents require much information

CHART - 4.20 112
to take purchase decision
Chart showing do respondents prefer to spend much

CHART - 4.21 114
time in purchase of any online commodity
CHART - 4.22 Chart showing preference to go for shopping 116
Chart showing is online advertisement a valuable

CHART - 4.23 118
source of information about the product
Chart showing prefer online advertising as it is SAFEST

CHART - 4.24 120
to use
Chart showing rate of satisfaction level according to

CHART - 4.25 122
online product advertising
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CHAPTER 01 - INTRODUCTION
➢ 1.1 Advertising Effectiveness
The objectives of all business are to makes profits and a merchandising concern can do that by
increasing its sales at remunerative prices. This is possible, if the product is widely polished to be
audience the final consumers, channel members and industrial users and through convincing
arguments it is persuaded to buy it. Publicity makes a thing or an idea known to people. It is a
general term indicating efforts at mass appeal. As personal stimulation of demand for a product
service or business unit by planting commercially significant news about it in a published medium
or obtaining favourable presentation of it upon video television or stage that is not paid for by the
sponsor.
On the other hand, advertising denotes a specific attempt to popularize a specific product or
service at a certain cost. It is a method of publicity. It always intentional openly sponsored by the
sponsor and involves certain cost and hence is paid for. It is a common form of non- personal
communication about an organisation and or its products idea service etc. that is transmitted to a
target audience through a mass medium. In common parlance the term publicity and advertising
are used synonymously.
➢ 1.1.1 What is Advertising?
The word advertising is derived from the Latin word viz "advertero" "ad" meaning towards and
"verto" meeting towards and "verto" meaning. "I turn" literally specific thing"
Simply stated advertising is the art "says green." Advertising is a general term for and all forms of
publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts
device. The object always is to bring to public notice some articles or service, to create a demand
to stimulate buying and in general to bring together the man with something to sell and the man
who has means or desires to buy".
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Advertising has been defined by different experts. Some of the quoted definitions are.
American marketing association has defined advertising as "any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor. The medium used
are print broad cast and direct.
Stanton deserves that "Advertising consists of all the activities involved in presenting to a group a
non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This
message called an advertisement is disseminated through one or more media and is paid for by
the identified sponsor.
Advertising is any paid form of non- personal paid of presentation of ideas goods or services by an
identified sponsor.
Advertising is a "non- personal paid message of commercial significance about a product, service
or company made to a market by an identified sponsor.
In developing an advertising programme, one must always start by identifying the market needs
and buyer motives and must make five major decisions commonly referred as 5M (mission, money
message, media and measurement) of advertising.
➢ 1.1.2 Basic Features of Advertising:
On the basis of various definitions, it has certain basic features such as:
1. It is a mass non-personal communication.
2. It is a matter of record.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication.
5. The communication media is diverse such as print (newspapers and magazines)
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6. It is also called printed salesmanship because information is spread by means of the written and
printed work and pictures so that people may be induced to act upon it.
➢ 1.1.3 Functions of Advertising:
For many firms advertising is the dominant element of the promotional mix - particulars for those
manufacturers who produce convenience goods such as detergent, non-prescription drugs,
cosmetics, soft drinks and grocery products.
Advertising is also used extensively by maters of automobiles, home appliances, etc, to introduce
new product and new product features its uses its attributes, pt availability etc.
Advertising can also help to convince potential buyers that a firms product or service is superior to
competitors product in make in quality, in price etc. it can create brand image and reduce the
likelihood of brand switching even when competitors lower their prices or offer some attractive
incentives.
Advertising is particularly effective in certain other spheres too such as:
❖ When consumer awareness of products or service is at a minimum.

❖ When sales are increasing for all terms in an industry.
❖ When a product is new and incorporates technological advance not strong and.
❖ When primary buying motive exists.
❖ It performance the following functions:
❖ Promotion of sales
❖ Introduction of new product awareness.
❖ Mass production facilitation
❖ Carry out research
❖ Education of people.
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➢ 1.2 TYPES OF ADVERTISING
Broadly speaking, advertising may be classified into two categories viz., product and institutional
advertising,
➢ Product Advertising
The main purpose of such advertising is to inform and stimulate the market about the advertiser’s
products of services and to sell these. Thus type of advertising usually promote specific, trended
products in such a manner as to make the brands seam more desirable.
It is used by business government organization and private non business organizations to promote
the uses features, images and benefits of their services and products. Product advertising is sub-
divided into direct action and indirect action advertising, Direct action product advertising wages
the buyer to take action at once, ice he seeks a quick response to the advertisement which may be
to order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in
response to prince reduction during clearance sale.
Product advertising is sub-divided into direct & indirect action advertising & product advertising
aims at informing persons about what a product is what it does, how it is used and where it can be
purchased. On the other hand, selective advertising is made to meet the selective demand for a
particular brand or type is product.
➢ Institutional Advertising:
It is designed to create a proper attitude towards the sellers to build company image or goodwill
rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant
feeling favourable to the advertiser’s company. Its assignment is to make friends for the institution or
organization.
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It is sub-divided into three categories: patronage, public, relations and public service institutional
advertising.
In patronage institutional advertising the manufacturer tells his prospects and customer about himself
his policies and lives personnel. The appeals to the patronage motivation of buyers. If successful, he
convinces buyers that his operation entitles him to the money spent by them.
Public relations institutional advertising is used to create a favourable image of the firm among
employees, stock-holders or the general public.
Public service institutional advertising wages public support.
➢ Other Types:
The other types are as follows:
• Consumer advertising
• Comparative advertising
• Reminder advertising
• Reinforcement advertising
•
➢ 1.3 ADVERTISING OBJECTIVES
The long-term objectives of advertising are broad and general, and concern the contribution
advertising should make to the achievement of overall company objectives. Most companies
regard advertising main objective as hat of proving support to personal selling and other forms of
promotion. But advertising is a highly versatile communications tools and may therefore by used for
achieving various short- and long-term objectives. Among these objectives are the following:
• To do the entire selling job (as in mail order marketing).

• To introduce a new product (by building brand awareness among potential buyers).
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• To force middlemen to handle the product (pull strategy).
• To build brand preference 9by making it more difficult for middleman to sell substitutes).
• To remind users to buy the product (retentive strategy).
• To publicize some change in marketing strategy (e.g., a price change, a new model or an
improvement in the product).
• To provide rationalization (i.e. Socially acceptable excuses).

• To combat or neutralize competitors advertising.
• To improve the moral of dealers and/or sales people (by showing that the company is doing
its share of promotion).
• To acquaint buyers and prospects with the new uses of the product (to extend the PLC).
BENEFITS
The functions of advertisement, and that purpose its ethics, may be discussion below:
❖ It leads to cheaper prices. "No advertiser could live in the highly competitive arena of
modem business if his methods of selling were costlier than those of his rivals."
❖ It acquaints the public with the features of the goods and advantages which buyers will
enjoy.
❖ It increases demand for commodities and this results in increased production. Advertising:
• Creates and stimulates demand opens and expands the markets;

• Creates goodwill which loads to an increase in sales volume;
• Reduces marketing costs, particularly product selling costs.
• Satisfied consumer demands by placing in the market what he needs.
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❖ It reduces distribution expenses in as much as it plays the part of thousands of salesman at
a home. Information on a mass scale relieves the necessity of
❖ expenditure on sales promotion staff, and quicker and wider distribution leads to diminishing
of the distribution costs.
❖ It ensures the consumers better quality of goods. A good name is the breath of the life to an
advertiser.
❖ By paying the way for large scale production and increased industrialization, advertising
contributes its quota to the profit the companies the prosperity of the shareholder the uplifts
of the wage earners and the solution of the unemployment problem.
❖ It raises the standard of living of the general public by impelling it to use to articles of
modern types which may add to his material wellbeing. "Modern advertising has made the
luxuries of yesterday the necessities of today It is a positive creative force in business. It
makes two blades of grass grow in the business world where one grew before.
❖ It establishes the goodwill of the concern for the test articles produced by it and in course of
time they sell like hot cakes consumer search for satisfaction of their needs when they
purchase goods what they want from its beauty. superiority, economy. comfort, approval,
popularity, power, safety, convenience, sexual gratification and so on. The manufactures
therefore try to improve this goodwill and reputation by knowing the buyer behaviour.
❖ To sum up it may be said that advertising aims at committing the producers, educating the
consumer, supplementing the salesman converting the producer and the dealer to eliminate
the competitor, but above all it is a link between the produce and the consumer.
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➢ 1.4 WHY & WHEN TO ADVERTISE
Advertising as a tool to marketing not only reaches those who buy, but also those whose opinions
or authority is counted for example a manufacturer of marble tiles and building boards advertises
not only to people who intend to build houses but also to architect and engineers. While the
manufacturers of pharmaceuticals products. advertise to doctors as well as to the general public.
At time it is necessary for a manufacturer or a concern to advertise things which it does not sell but
which when. sold stimulates the sales of its own product. There are condemns like electric heaters,
iron etc. because the use of these increases the demand for their products.
Advertising should be used only when it promises to bring good result more economically and
efficiently as compared to other means of selling.
There are goods for which much time and efforts are required in creating a demand by sending
salesman to prospective buyers than by simply advertising them.
In the early days of the cash register in America it was sold by specially trained salesman who
called on the prospective users and had the difficult task of convincing them that they could no
longer carry on with the old methods, and that they urgently needed a cash register. In our country
certain publishers have found it less costly to sell their books by sending salesman from house to
house among prospective buyers than to advertise them. In these two examples the cost of
creating demand would be too high if attempted by advertising alone under such circumstances
advertising is used to make the salesman acceptable to the people they call upon to increase the
confidence of the public in the house.
Naturals when there are good profits competitors will be attracted and they should be kicked out as
and when sufficient capital is available by advertising on a large scale. Immediate result may not
justify the increased expenditure but it will no doubt secure future sales.
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➢ 1.5 DESIGNING ADVERTISING CAMPAIGN:
An advertising is an organized series of advertising messages. It has been defined as "a planned,
co-ordinate series of promotional efforts built around a central theme and designed to reach a
specified goal." In other words, it is an orderly planned effort consisting of related but self-contained
and independent advertisements. The campaign may appear in one more media. it has single
theme or keynote idea and a single objective or goal. Thus, "a unified theme of content provides
psychological continuity throughout the campaign while visual and oral similarity provide physical
continuity. In short run, all campaign wants pre-determined psychological reaction in the long run,
practically all campaigns have sales goal.
The series of advertisements used in the campaign must be integrated with the sales promotional
efforts and with the activities of the sales force.
Campaign varies in length some may run only for a few days, other for weeks, yet other for a
season or the entire year.
➢ OBJECTIVES OF CAMPAIGN
The advertising campaign, especially those connected with the consumers aims at achieving these
objectives:
• To announce a new product or improve product.

• To hold consumer’s patronage against intensified campaign use.
• To inform consumers about a new product use.
• To teach consumers how to use product
• To promote a contest or a premium offer.
• To establish a new trade regional, and
• To help solve a coca regional problem.
The institutional advertising campaign on the other hand, have these objectives.
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• To create a corporate personality or image.
• To build a company prestige.
• To keep the company name before the public.
• To emphasize company services and facilities.
• To enable company salesman to see top executive consistently when making sales calls,
and
• To increase friendliness and goodwill towards the company.
Developing the campaign programmes. The advertising campaigns are prepared by the advertising
agencies, which work on behalf of their clients who manufacture product or service enterprises,
which have services to sell. The word campaign is used because advertising agencies approach
their task with a sum Blanca of military fanfare in which one frequently hears words like target
audience logistics, zero in and tactics and strategy etc.
The account executive co-ordinates the work in a campaign. The creation of an advertising
campaign starts with an exploration of consumers habits and psychology.
in relation to the product. This requires the services of statistical trained in survey techniques and
of others trained in social psychology. Statisticians select samples for survey which are done by
trained interviewers who visits individuals, included in the sample and ask question to find out
about their taste and habits.
This enquiry often leads to a change in a familiar product. For instance, bathing soap may come in
several new colours or cigarette in a new packet or talcum powder in another size.
Such interviews are often quite essential to find out the appeal of advertising message for a
product that would be most effective with consumers.
After getting the data the account executive puts together the essential elements of his client’s
brief, interprets the research findings and draws up what he calls the "advertising strategy".
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➢ 1.6 STAGE IN ADVERTISING CAMPAIGN
Several steps are required to developed an advertising campaign the number of stages and exact
order in which they are carried out may vary according to an
organisations resources, the nature of its product and the types of audiences to be reached. The
major stages/step are:
❖ Identifying and analysing the advertising.

❖ Defining advertising objects.
❖ Creating the advertising platform.
❖ Determining the advertising appropriation.
❖ Selection media plan.
❖ Creating the advertising message.
❖ Evaluating the effectiveness of advertising.
❖ Organizing of advertising campaign.
❖ Identifying &Analysing the Advertising target:
Under this step it is to decide as to whom is the firm trying to reach with the message. The
advertising target is the group of people towards which advertisements are aimed at four this
purpose complete information about the market target i.e.
the location and geographical location of the people, the distribution of age, income, sex,
educational level, and consumer’s attitudes regarding purchase and use both of the advertising
product and competing products is needed with better knowledge of market target, effective
advertising campaign can be developed on the other hand, if the advertising target is not properly
identified and analysed the campaign is does likely to be effective.
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❖ Determining the advertising objectives:
The objectives of advertisement must be specifically and clearly defined in measurable terms such
as "to communicate specific qualities about a particulars product to gain a certain degree of
penetration in a definite audience a given size during a given period of time", increase sales by a
certain percentage or increase the firms market shares."
The goals of advertising may be to:
• Create a favourable company image by acquainting the public with the services offered
available to the employees and its achievements.
• Create consumers or distributor awareness by encouraging requests providing information
about the types of products sold; providing information about the benefits to be gained from
use of the company's products or services; and indicating how product (or services) can be
used;
• Encourage immediate sales by encouraging potential purchasers through special sales
contests, getting recommendation of professional people about company's products etc.
• It secures action by the reader through associating ideas, repetition of the same name in
different contexts, immediate action appeal.
❖ Creating the Advertising platform:
An advertising platform consists of the basic issues or selling points that an advertiser wishes to
include in the advertising campaign. A single advertisement in an advertising campaign may
contain one or more issues in the platform. A motorcycle producers advertising platform should
contain issues which are of importance to consumers filling and such issues also be those which
the competitive product do not possess.
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❖ Determining the Advertising Appropriation:
The advertising appropriation is the total amount of money which marketer allocates. For
advertising for a specific time period. Determining the campaign budget involves estimating now
much it will cost to achieve the campaigns objectives. If the campaign objectives are profit relating
and stated quantitatively, then the amount of the campaign budget is determined by estimating the
proposed campaigns effectiveness in attaining them. If campaigns object is to build a particular
type of company image, then there is little basis for predicting either the campaigns effectiveness
or determining the budget required.
❖ Selecting the Media:
Media selection is an important since it costs time space and money various factors influence this
selection, the most fundamental being the nature of the target market segment, the type of the
product and the cost involved. The distinctive characteristics of various media are also important.
Therefore, management should focus its attention on media compatibility with advertising
objectives.
So, these are the media of the advertising campaign of the selecting of the media.
Media Form
1. Press Advertising or Print
a) Newspapers City. Small town. Sundays, Daily, weekly,

quarterlies. Fortnightly, financial and annuals,
English, vermicular or regional languages.
b) Magazines General or special, illustrated or otherwise,

English, Hindi, Regional language.
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c) Trade and technical generals, Circulated all over the country and among the
industrial year books, commercial, industrialist and business magnates.
directories, telephone, directories
references books and annuals
2. Direct Mail Circulars, catalogues, leaflets, brochures,

booklets, folders. colanders. blotters. diaries &
other printed material.
3. Outdoor or traffic Poster and bills on walls, railways stations

platforms outside public buildings trains,
buses.
4. Broadcast or Radio and TV Spot, Sectional or trade cost national
5. Publicity Movie Slides and films non-theatrical and

documentary films metal plates and signs
attaches to trees.
6 House to House Sampling couponing, free gifts, rations.

novelties, demonst
7. Dealers Aids Counter and widows display demonstration

given by retailer or the advertises goods.
8. Internet Today internet is the big spot of advertising
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➢ Creating the Advertising Messages:
This is an important stage of advertising campaign. The contents of the message have to be very
carefully drafted in the advertisement. Characteristics of person in the advertising target influence
the message content and form. An advertiser must use words, symbols and illustration that are
meaningful, familiar and attractive to those persons. The type of media also influences the content
and form of the message.
➢ Evaluating the Effectiveness of Advertising
The effectiveness of advertising is measured for a variety of reasons:
❖ To determine whether a campaign accomplished its advertising objects.

❖ To evaluate the relative effectiveness of several advertisements to ascertain which copy,
illustrations or layout is best.
❖ To determine the strengths and weaknesses of various media and media plans.
In other words, measuring advertising effectiveness is needed to determine whether proposed

advertisement should be used and if they will be now, they might be improved; and whether going
campaign should be stopped, continued or changed. In accomplishing these purposes, pretexts
and post-test are conducted. The former tests before exposing target consumers to advertisements
and the letter after consumers have been exposed to advertise exposed to advertisements. and the
letter after consumers have been
For an effective advertising programme, the advertising manager requires a basic understanding of
the medium that is going to carry it.
For effectively using advertising the management must test advertising to know which of the
advertisement to know which of the advertisement have proved profitable and why as compared to
others.
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➢ 1.7 Literature Review:
Advertising is considered to be a non-personal tool to inform the mass group of people about a
product or service. There are different kind of media types such as newspapers, television, radio,
magazines direct mail, outdoor advertising, directories and the internet. Newspaper, television, radio
and magazines are seemed to have the high-impact on consumers. The use of internet and social
media is growing all the time; thereby it is seen as the fastest developing premium. The advertising-
effectiveness can be measured directly by observing sales volumes during campaigns or indirectly
by conducting surveys. In Company the newspapers, Outdoor media and magazines are studied to
have the biggest influence on consumer buying behaviour. Studies show that consumers are more
enthusiastic to buy products which are ethically manufactured. States have their regulatory systems
and advertising companies should try to enhance the ethical, positive and truthful image of a product
or service. Over the years there have been accusations towards fashion clothing companies and the
way editing their adverts. They seem to use more and more programs to make the already skinny
models to look even thinner. They may give an unrealistic image for the female consumers; therefore,
consumers should be informed about airbrushing of images to avoid delivering wrong kind of
message to young consumers.
➢ 1.8 Advertising
Advertising is a form of marketing communication used to persuade an audience to take or continue

some action, usually with respect to a commercial offering, or political or ideological support.
In Latin, ad vertebra means "to turn toward”. The purpose of advertising may also be to reassure
employees or shareholders that a company is viable or successful. Advertising messages are usually
paid for by sponsors and viewed via various old media; including mass media such as newspaper,
magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new
media such as blogs, websites or text messages.
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Commercial advertisers often seek to generate increased consumption of their products or services
through "branding", which involves associating a product name or image with certain qualities in the
minds of consumers.
Non-commercial advertisers who spend money to advertise items other than a consumer product or
service include political parties, interest groups, religious organizations and governmental agencies.
Non-profit organizations may rely on free modes of persuasion, such as a public service
announcement (PSA).
Modern advertising was created with the innovative techniques introduced with tobacco advertising
in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered
the founder of modern, Madison Avenue advertising.
In 2010, spending on advertising was estimated at $143 billion in the United States and $467 billion
worldwide.
➢ 1.8.1 Purpose of advertising
Advertising is at the front of delivering the proper message to customers and prospective customers.
The purpose of advertising is to convince customers that a company's services or products are the
best, enhance the image of the company, point out and create a need for products or services,
demonstrate new uses for established products, announce new products and programs, reinforce
the salespeople's individual messages, draw customers to the business, and to hold existing
customers.
➢ 1.8.2 Rise in new media
With the Internet came many new advertising opportunities. Popup, Flash, banner, Pop under,
averaging, and email advertisements (all of which are often unwanted or spam in the case of email)
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are now commonplace. Particularly since the rise of "entertaining" advertising, some people may like
an advertisement enough to wish to watch it later or show a friend. In general, the advertising
community has not yet made this easy, although some have used the Internet to widely distribute
their ads to anyone willing to see or hear them.
In the last three-quarters of 2009 mobile and internet advertising grew by 18% and 9% respectively.
Older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and
−18.7% (newspapers).
➢ 1.8.3 Global advertising
Advertising has gone through five major stages of development: domestic, export, international,
multi-national, and global. For global advertisers, there are four, potentially competing, business
objectives that must be balanced when developing worldwide advertising: building a brand while
speaking with one voice, developing economies of scale in the creative process, maximizing local
effectiveness of ads, and increasing the company's speed of implementation. Born from the
evolutionary stages of global marketing are the three primary and fundamentally different
approaches to the development of global advertising executions: exporting executions, producing
local executions, and importing ideas that travel.
Advertising research is key to determining the success of an ad in any country or region. The ability
to identify which elements and/or moments of an ad contribute to its success is how economies of
scale are maximized. Once one knows what works in an ad, that idea or ideas can be imported by
any other market. Market research measures, such as Flow of Attention, Flow of Emotion and
branding moments provide insight into what is working in an ad in any country or region because the
measures are based on the visual, not verbal, elements of the ad.
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➢ Diversification
In the realm of advertising agencies, continued industry diversification has seen observers note that
"big global clients don't need big global agencies any more". This is reflected by the growth of non-
traditional agencies in various global markets, such as Canadian business TAXI and SMART in
Australia and has been referred to as "a revolution in the ad world".
➢ New technology
The ability to record shows on digital video recorders (such as TiVo) allow watchers to record the
programs for later viewing, enabling them to fast forward through commercials. Additionally, as more
seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the
shows on TV.
However, the fact that these sets are sold, means the company will receive additional profits from
these sets.
To counter this effect, a variety of strategies have been employed. Many advertisers have opted for
product placement on TV shows like Survivor. Other strategies include integrating advertising with
internet-connected EPGs, advertising on companion devices (like smart phones and tablets) during
the show, and creating TV apps. Additionally, some like brands have opted for social television
sponsorship.
➢ 1.8.4 Advertising education
Advertising education has become popular with bachelor, master and doctorate degrees becoming
available in the emphasis. A surge in advertising interest is typically attributed to the strong
relationship advertising plays in cultural and technological changes, such as the advance of online
social networking. A unique model for teaching advertising is the student-run advertising agency,
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where advertising students create campaigns for real companies. Organizations such as the
American Advertising Federation establish companies with students to create these campaigns.
➢ Criticisms
While advertising can be seen as necessary for economic growth, it is not without social costs.
Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have
become a major nuisance to users of these services, as well as being a financial burden on internet
service providers.
Advertising is increasingly invading public spaces, such as schools, which some critics argue is a
form of child exploitation. In addition, advertising frequently uses psychological pressure (for
example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.
Many even feel that often, advertisements exploit the desires of a consumer, by making a particular
product more appealing, by manipulating the consumer's needs and wants.
➢ 1.8.5 PROBLEMS FACED DURING ADVERTISING
In advertising, it’s all about the brand. When the brand wins, we win. Right? Well, not necessarily.
The marketing landscape is rapidly changing. Media assets that were once secure and stable are
now best described as fluid in today’s marketplace.
Advertising’s share of the marketing budget peaked at 70 percent in its 1963 to 1970 heyday. Today
it holds 32 percent of budget with projections it will decrease to between 25 and 28 percent as soon
as 2011. With its diminishing role in the marketing ecosystem, marketers need to rethink fundamental
principles.
“In a down economy, throw out conventional wisdom” was a theme repeated during this year’s
national American Advertising Federation convention held June 4-6 in Washington, D.C.
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Hot topics included marketing integration, behavioral advertising and regulation. Integration aligns
focus around a large-scale project; everyone comes to the table with common goals. It’s about
identifying the right people who are specialists in their field to participate. The ability to effectively
integrate depends on the size of a marketing budget, not lending itself well to scalability.
The brand message should be simple – one message that drives across the right channels where
it’ll have impact. In his recent presidential campaign, President Barack Obama covered every touch
point of communication. When looking for areas of production efficiencies, it is contextual relevance
that drives ROI and engagement. An emerging practice area is behavioral marketing, which is
tracking consumer online activities over time.
It differs from the practice of day parting and makes it personal. For example, day parting might
trigger a Coke ad to run in a specified market area when the weather reaches above 90 degrees
during a particular time of day. In this case, ad frequency is both weather and time dependent. In
contrast, behavioral targeting delivers ads to consumers
Based on their past search and purchase behavior. Since user behavior reveals their interests, a
greater number of prospects are likely to convert.
Of course, security, data retention and use issues arise when sensitive data is involved. A class
action lawsuit is pending against social network giant Facebook for privacy violations as a result of
the Beacon ad program, which automatically told a user’s friends about their e-commerce activity.
A constant conundrum that the media world faces is how to deal with emerging media platforms.
We’ve seen agencies start specialist mobile, social and digital divisions and we’ve seen others merge
solo digital teams into hybrid integrated media teams.
I can see the rationale for each side of this equation. Arguably, the specialists can understand the
intricacies of emerging media better just by virtue of spending more of their time focused on it than
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an integrated team. On the other hand, an integrated media team that handles print, digital, mobile,
and TV could drive more synergies between all the media types because they’re woven into the
planning process across all media. Our survey indicates that the integrated media side of the
equation is winning out, with 58% of our respondents reporting that they plan/buy digital and at least
one other traditional medium.
I believe that this shift will change how dollars are allocated across different media, assuming that
we ultimately arrive at a unified metric that can judge the performance of all media relative to their
respective strengths in the purchase funnel.
➢ Client Management
It’s not too surprising, perhaps, that the #1 challenge faced by media people are clients. It almost
sounds like a bad joke. But there are some very real grievances here. The lack of communication
and direction from clients can make agency life difficult and consequently this lack of information is
something that gets passed on from agencies to publishers as well.
The waiting game that results as agencies and publishers play as decisions are finalized ultimately
leads to higher costs for the advertiser. The solution for clients is not just more data but distilled
simplified actionable data that arms them with the justification to ask for budgets within their own
team and provides clear evidence why the course of action they’re taking is the right course of action.
➢ Time Management
There never seems to be enough hours in the day. Our survey shows that oftentimes this is driven
by last-minute decisions. Other times, it’s driven by the logistical time-suck of data entry into a
multitude of different documents.
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Isn’t it peculiar that the industry that is ultimately powering the multi-billion dollar valuations of the
latest wave of consumer tech companies like Facebook and Twitter is still mired in Frankenstein an
Excel sheets and jammed inboxes?
➢ Measurement
How do you know if any of this works at all? It’s an age-old question and it’s still one that agencies
are still actively trying to answer. There have been a multitude of companies that have sprung up on
different variations of media attribution. My take is that agencies will have to answer the
measurement question by providing a different answer for each client — each depending on the life
stage and size of the brand and upon the points of data available at their disposal.
In many ways, the challenges faced by media agencies today are very much the same challenges
that the industry faced years ago.
The continued rise of digital media has exacerbated old problems by introducing increasing layers
of complexity without necessarily creating tools that are able to absorb all this data to simplify and
reduce it. It’s a big problem, but it’s nothing that technology and willpower can’t solve.
➢ 1.9 Online advertising
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’s 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.
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In 2011, internet advertising revenues in the United States surpassed those of cable television and
nearly exceeded those of broadcast television. In 2013, internet advertising revenues in the United
States totaled $42.8 billion, a 17% increase over the $3.57 billion in revenues in 2012. U.S. Internet
ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the same period
in 2012.
Online advertising is widely used across virtually all industry sectors. Many common online
advertising practices are controversial and increasingly subject to regulation. Online ad revenues
may not adequately replace other publisher’s revenue streams. Declining ad revenue has led some
publishers to hide their content behind pay walls.
➢ Benefits of online advertising.
The low cost of electronic communication reduces the cost of displaying online advertisements
compare to offline ads. Online advertising, and in particular social media, provides a low-cost means
for advertisers to engage with large established communities. Advertising online offers better returns
than in other media.
➢ MEASURABILITY
Online advertisers can collect data on their effectiveness, such as the potential audience or actual
audience response, how a visitor reached their advertisement, whether the advertisement resulted
in a sale, and whether an ad actually loaded within a visitor’s view. This helps online advertisers
improve their ad campaigns over time.
➢ FORMATTING
Advertisers have a wide variety of ways of presenting their promotional messages, including the
ability to convey images, video, audio, and links. Unlike many offline ads, online ads also can be
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interactive. For example, some ads users input queries or let users follow the advertiser on social
media. Online ads can even incorporate games.
➢ TARGETING
Publishers can offer advertisers the ability to reach customizable and narrow market segments for
targeted advertising. Online advertising mat use geo-targeting to display relevant advertisements to
the user’s geography.
Advertisers can customize each individual ad to a particular user based on the user’s previous
preferences. Advertisers can also track whether a visitor has already seen a particular ad in order to
reduce unwanted repetitious exposures and provide adequate time gaps between exposures.
➢ COVERAGE
Online advertising can reach nearly every global market, and online advertising influences offline
sales.
➢ SPEED
Once as design is complete, online as can be deployed immediately, the delivery of online ads does
not need to be linked to the publisher’s publication schedule. Furthermore, online advertisers can
modify or replace ad copy more rapidly than their offline counter parts.
➢ 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 transformer activity.
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As with offline advertising, industry participants have undertaken numerous efforts to self-regulate
and develop industry standards or codes of conduct. Several United States advertising industry
organizations jointly published self-regulatory principles for Online Behavioral Advertising based on
standards proposed by the FTC in 2009. European ad associations published a similar document in
2011. Primary tenets of both documents include consumer of data transfer to third parties, data
security, and consent for collection of certain health and financial data. Neither framework, however,
penalizes violators of the codes of conduct.
➢ PRIVACY AND DATA COLLECTION
Privacy regulation can require users consent before an advertiser can track the user pr communicate
with the user. However, affirmative consent (“opt in”) can be difficult and expensive to obtain. Industry
participants often prefer other regulatory schemes.
Different jurisdictions have taken different approaches to privacy issues with advertising. The United
States has specific restrictions on online tracking of children in the children’s online Privacy
Protection Act (COPPA), and the FTC has recently expanded its interpretation of COPPA to include
requiring and networks to obtain parental consent before knowingly tracking kids. Otherwise,
the U.S. Federal Trade commission frequently supports industry self-regulation, although
increasingly it has been undertaking enforcement actions related to online privacy and security. The
FTC has also been pushing for industry consensus about possible Do Not Track legislation.
In contrast, the European Union’s “Privacy and Electronic Communications Directive” restricts
websites’ ability to use consumer data much more comprehensively. The EU limitations restrict
targeting by online advertisers; researches have estimated online advertising effectiveness
decreases on average by around 65% in Europe relative to the rest of the world.
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➢ Delivery methods
Many laws specifically regular 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.
➢ 1.9.1 Types of online advertising
✓ 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 service) often use cookies,
which are unique identifiers of specific computers,
to decide which ads to serve to 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.
As advertisers collect data across multiple external websites about a user’s online activity, they can
create a detailed picture of the user’s interests to deliver even more targeted advertising. This
aggregation of data is called behavioral targeting. Advertisers can also target their audience by using
contextual and semantic advertising to deliver display ads related to the content of the web page
where the ads appear. Retargeting, behavioral targeting, and contextual advertising all are designed
to increase an advertiser’s return on investment, or ROI, over untargeted ads. Advertisers may also
deliver ads based on a user’s suspected geography through geo targeting. A user’s IP address
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communicates some geographic information (at minimum, the user’s country or general region). The
geographic information from an IP can be supplemented and refined with other proxies or information
to narrow the range of possible locations. For example, with mobile devices, advertisers can
sometimes use pone’s GPS receiver or the location of nearby mobile towers. Cookies and other
persistent data on a user’s machine may provide help narrowing a user’s location further.
✓ 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.
✓ 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.
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✓ 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 preset
time period.
✓ Expanding ad
An expanding and is a rich media frame ad that changes dimensions upon a predefined condition,
such as a preset amount of time a visitor spends on a webpage, the user’s click on the ad, or the
user’s mouse movement over the ads. Expanding ads allow advertisers to fit more information into
a restricted ad space.
✓ Trick banner
A trick 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 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.
✓ Social media marketing
Social media marketing is commercial promotion conducted through social media websites. Many
companies promote their products by posting frequent updates and providing special offers through
their social media profiles.
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✓ Mobile advertising
Mobile advertising is ad copy delivered through wireless mobile devices such as smart phones,
feature phones, or tablet computers. Mobile advertising may take the form of static or rich media
display ads, SMS (Short Messaging Service) or MMS (Multimedia Messaging Service) ads, mobile
search ads, advertising within mobile websites, or ads within mobile applicati0ns 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.
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field,
connectivity speeds have improved (which, among other things, allow for richer media ads to be
served quickly), screen resolutions have advanced, mobile publishers are becoming more
sophisticated about incorporating ads, and consumers are using mobile devices more extensively.
The Interactive Advertising Bureau predicts continued growth in mobile advertising with the adoption
of location-based targeting and other technological features not available or relevant on personal
computers.
In July 2014 Face book reported advertising revenue for the June 2014 quarter of $2.68 billion, an
increase of 67 percent over the second quarter of 2013. Of that, mobile advertising revenue
accounted for around 62 percent, an increase of 41 percent on the previous year.
✓ Email advertising
Email advertising is a 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 tom opt of
future emails, or it may be sent with the recipient’s prior consent (opt-in).
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✓ 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 classifies 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 provider of
online classified listings.
The current phase of marketing efforts for most corporations nowadays is multi-channel efforts. It
proves difficult for marketers to balance the tools and campaigns, learn how to master them, and
then measure the cross-channels do benefits others, we often disregard the optimal balance and
interactivity of the channels.
✓ Future of Internet Marketing
With the advancement of internet technologies, the concept of online marketing has now been
spiralling almost at a bank-need speed. E-commerce is no more a new idea as a matter of fact in the
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mid 90’s when internet popularized amongst common people, online marketing since then started
melding from its ‘boyhood’ with the growth of circulation of newsletters through e-mails, and through
adding links of one site to other various websites. However, in the 20th century with the addition of
latest technology the whole concept of online marketing has gained a definite dimension with the
added techniques like pay per click, Search Engine Optimize, Press Release, Web Banners, Link
Campaign, Viral Marketing, Blogs etc. These started workings as a curtain opener in the field of
marketing whilst using the internet.
➢ Problems on online marketing.
✓ The Security-Leary Consumer
I was scammed by a pair of teenagers shortly after I moved into a new neighbourhood. They said
they were selling magazine subscriptions in order to get money for their own business start-ups as
a means to escape their current conditions. Naively, I agreed to help them out and purchased three
one-year subscriptions. When four months passed and my magazine still hadn’t arrived, I realised
they never would. I tried calling the number on my receipt only to discover that the company was
non-existent. The following year when another younger man knocked on my door with the same
story, I knew better and asked him to leave. Lesson learned. Although my experience was minor in
comparison, today cases of identity theft and online scams are all too common; thereby making many
individuals hesitant to view the internet as a consumer landscape. Rather, these people look to the
internet as a means to obtain information, while preferring to conduct their business in a more
traditional setting-such as a physical store or office.
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• The competition
Like a beauty queen at a Miss America pageant, your company is constantly vying for the judges’
attention- but in this case the judge are potential clients for every service you offer, chances are,
there are thousands of companies that offer the same in return. Why should a client choose company
A, when they can go with company B? Let’s face it, the internet is a hodgepodge of information and
enterprise, and every company wants to be the chosen one. If I am anything like the average
consumer, I website or two and make a decision. Some people don’t even look a website. Instead,
they just call the first business that pops up in the search results.
• Instant information.
Try this go to news.google.com and pick a store. It can be anything. For example, I just picked “Apple”
under the “Top stories” section and instantly had access to the same stories
that were written seven hours ago, and were still being updated to as recent as 13 minutes ago.
Interesting, right? Now ask yourself this: How often does your company update its marketing efforts?
With the level of competition among online businesses, chance is some company somewhere that
is in direct competition with you, has updated their marketing information within the past thirty
minutes. This is a fundamental challenge for companies who want to stay on top of their game, but
cannot dedicate 100% of their resources to constantly updating information.
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CHAPTER 02 – RESEARCH DESIGN
➢ 2.1 Introduction
This chapter focuses on research methodology that was used in the study. It provides detailed
description of the research approach adopted in this study. Research design, target population,
research instruments, data collection and analysis methods used were presented in the
subsequent sections.
➢ 2.2 Title of the study.
‘A Study on Online advertising’

Online Advertising is the form of promotion that uses Internet and World Wide Web to
deliver marketing message to attract, retain and enhance the customers. This is an attractive
awareness creating tool of promotion of the business. Online Advertising is a booming sector on
which the research is going on.
➢ 2.3 Statement of the problems.
Some say that display advertising has some fundamental problems that may never get fixed.
They argue that it suffers from low click-through rates (0.1% on display ads), widespread click
fraud and low view ability – (only half of the ads served online are actually seen by
users) Concerns have also been voiced about the "creepy" nature of retargeting,
irritating pop-ups and the prevalent use of ad-blocking software.
➢ 2.4 Objectives of the study.
The basic objectives of the research are to study the problems faced during advertisement. Also
particularly I was interested in the cost, competitors the feedback and the company’s outlook. The
Study highlights the problems faced during advertising.
❖ To study the strategies used in online advertising.
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❖ To find out the problems being faced in advertising.
❖ To find out the methods of advertising.
❖ To know how do is the reaction of the customers towards their advertising.
❖ To study on how they are dealing with competitors.
➢ 2.5 Scope of the study.
This study focuses on problem faced during advertising and how advertising is important to get
connected to customers and make aware of the existence product. In this we show as to which type
of media is very important and what can be responses you get by the customers on the way of online
advertising.
Online media is no longer a medium, but a way of doing business." Online marketing has emerged
as the fastest mode of promotion and marketing, reaching out to a wider audience. Companies of all
segments are focusing their investments in online marketing activitiesMarket analysis has been
carried out through google form. The questionnaires were circulated to the customers and know their
reviews of the online advertisement.
➢ 2.6 Need and purpose of the study.
Advertising is the best way to communicate to the customers. Advertising helps informs the
customers about the brands available in the market and the variety of products useful to them.
Advertising is for everybody including kids, young and old.
Online advertising helps you to inform, persuade, remind, and educate target customers about your
products or brands. There are many advertising objectives you can create before launching your
campaigns and it’s important to understand who your customers are, what your objectives are and
which channels you will use.
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• Tell the market about a new product
• Explain how a product works
• Reduce buyer fear
• Build company image
• Build brand preference
• Inform market of an offer
• Encourage switching to your brand
• Maintain top of mind awareness
➢ 2.7 Research Methodology of the study:
This research concentrates on collecting and thereby analysing the collected data systems to resolve
problems that are selected by the researcher. In a way, this research has got wider meanings. For
some people reading books or surfing the internet for information is research. As a matter of fact,
these activities are just some part of the entire job. Basic research structures are related to the sense
of collecting authentic and original data and in the same way analysing these data thoroughly as well
methodically to derive the result that lay underneath. Here, data does not necessarily mean any
numerical. Words too are data
The function of marketing research is to connect the target consumer to the seller or the marketers.
The modes of this connectivity are through information that is specifically used for the purpose of two
identifying and relevantly defining the aspects of marketing. Elements of generating refined modes
of marketing action; dealings with opportunities and problems, monitoring the recent and past
marketing performance; and above all improving marketing as a process are integral to it. Marketing
research uses the sources of information to address selective issues; like those of designs that helps
in collection information and thereby implements and manages entire data collection process. It
further analyses the results along with the communication for deriving the findings and their ways of
implication.
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➢ 2.8 Research Design
This study used descriptive research. Descriptive research involves gathering data that describe
events and then organizes, tabulates, depicts, and describes the data collection It often uses visual
aids such as graphs and charts to aid the reader in understanding the data distribution and
therefore offered a better clarification on online advertising, and ultimately give a clear picture on
the effectiveness and reliability of online advertising and its relationship to purchase decision.
➢ 2.9 Research instruments
The data was collected through structured questionnaire.
Problem-it is the first stage that decides the topic. There are five steps in it. This are- Topic
selection, Problem Definition, Literature Review, Hypothesis Formation and Methodology.
Data Collection-it is the second stage and decides the research methods followed by the
techniques for collecting information. It has got three steps: Definition of Sample, Sampling and
Data Collection.
Data Analysis- this is the third stage where the collected data are analysed, in order to find a
solution to the problem. It has got two steps: Organisation of Information and Analysis of
results.
Action- it is the final stage and is the stage where the derived result, information and findings
are utilized. It is inclusive of Report writing, Distributing Information and accomplishing result
into action
➢ 2.10 Sampling Method

• Sampling design
Research is designed for two sampling plans. It consists of divisions i.e., sampling unit,
sampling size
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• Sample units
This particular survey was directed at only in Bangalore City.
• Sample Size
The sample size is of 151 respondents consisting of Customers who are using social media.
➢ Tools and techniques of data collection:

Analytical tools:
The simple average method and percentage method has been used to analyse the data. The data
has been analysed with the help of Tabular method and graphical representation.
Method of collection:
Primary data: Survey of consumers in Bangalore city. It is collected with the help of questionnaire.
The use of unstructured observation will also come in course of the study.
Secondary data: Secondary data is an information that has been gathered not for the immediate
studies but for some other purpose. It is collected by people or agencies in response to some other
problem. In the present study the secondary data has been collected from different sources of
literature like Magazines, Newspapers, Text books, journals and internet and information.
➢ 2.11 Limitations of the study
• There was lot of shortage time to complete with the study.

• There were not many samples to get the clearer picture for analysis.
• There was not much of literature review for the online advertisement to give good brief on
secondary data.
• The outcome of the study is highly dependent on the perception, attitude and understanding
of the observer.
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CHAPTER 03 – COMPANY PROFILE
➢ 3.1.1 Introduction of the company
YouTube is an American online video sharing and social media platform launched by Steve Chen,
Chad Hurley, and Jawed Karim in February 2005. After Google, YouTube is the most visited
website worldwide, with over one billion monthly users. Its users watch more than one billion hours
of videos each day, and, as of May 2019, it was estimated that videos were being uploaded at a
rate of more than 500 hours of content per minute.
In October 2006, YouTube was bought by Google for $1.65 billion. Google's ownership of YouTube
has also changed its business model; it no longer generates revenue from advertisements alone.
YouTube now offers paid content such as movies and exclusive content. YouTube and approved
creators participate in Google's AdSense program, which generates more revenue for both parties.
It has since evolved from a small video streaming platform to a large service influencing popular
culture, internet trends, and creating multimillionaire celebrities. YouTube reported revenues of
$19.8 billion in 2020.
➢ 3.1.2 History of the company
YouTube was founded by Steve Chen, Chad Hurley, and Jawed Karim. The trio were all early
employees of PayPal, which left them enriched after the company was bought by eBay. Hurley had
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studied design at Indiana University of Pennsylvania, and Chen and Karim studied computer
science together at the University of Illinois at Urbana–Champaign.
There are multiple stories told of the company's founding. According to a story that has often been
repeated in the media, Hurley and Chen developed the idea for YouTube during the early months
of 2005, after they had experienced difficulty sharing videos that had been shot at a dinner party at
Chen's apartment in San Francisco. Karim did not attend the party and denied that it had occurred,
but Chen remarked that the idea that YouTube was founded after a dinner party "was probably
very strengthened by marketing ideas around creating a story that was very digestible".
Karim said the inspiration for YouTube first came from the Super Bowl halftime show controversy,
when Janet Jackson's breast was briefly exposed by Justin Timberlake during the halftime show.
Karim could not easily find video clips of the incident and 2004 Indian Ocean Tsunami online,
which led to the idea of a video sharing site. Hurley and Chen said that the original idea for
YouTube was a video version of an online dating service, and had been influenced by the website
Hot or Not. They created posts on Craigslist asking attractive women to upload videos of
themselves to YouTube in exchange for a $100 reward. Difficulty in finding enough dating videos
led to a change of plans, with the site's founders deciding to accept uploads of any type of video.
➢ 3.1.3 Finance of the company
Prior to 2020, Google did not provide detailed figures for YouTube's running costs, and YouTube's
revenues in 2007 were noted as "not material" in a regulatory filing. In June 2008,
a Forbes magazine article projected the 2008 revenue at $200 million, noting progress in
advertising sales. In 2012, YouTube's revenue from its ads program was estimated at $3.7 billion.
In 2013 it nearly doubled and estimated to hit $5.6 billion according to marketer, while others
estimated $4.7 billion. The vast majority of videos on YouTube are free to view and supported by
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advertising. In May 2013, YouTube introduced a trial scheme of 53 subscription channels with
prices ranging from $0.99 to $6.99 a month. The move was seen as an attempt to compete with
other providers of online subscription services such as Netflix, Amazon Prime, and Hulu.
Google first published exact revenue numbers for YouTube in February 2020 as part of Alphabet's
2019 financial report. According to Google, YouTube had made US$15.1 billion in ad revenue in
2019, in contrast to US$8.1 billion in 2017 and US$11.1 billion in 2018. YouTube's revenues made
up nearly 10% of the total Alphabet revenue in 2019. These revenues accounted for approximately
20 million subscribers combined between YouTube Premium and YouTube Music subscriptions,
and 2 million subscribers to YouTube TV.
YouTube had $19.8 billion in revenue in 2020
➢ 3.1.4 Company services
YouTube Premium (formerly YouTube Red) is YouTube's premium subscription service. It offers
advertising-free streaming, access to exclusive content, background and offline video playback on
mobile devices, and access to the Google Play Music "All Access" service. YouTube Premium was
originally announced on November 12, 2014, as "Music Key", a subscription music streaming
service, and was intended to integrate with and replace the existing Google Play Music "All
Access" service. On October 28, 2015, the service was relaunched as YouTube Red, offering ad-
free streaming of all videos, as well as access to exclusive original content. As of November 2016,
the service has 1.5 million subscribers, with a further million on a free-trial basis. As of June 2017,
the first season of YouTube Originals had gotten 250 million views in total. In May 2014, before
Music Key service was launched, the independent music trade organization Worldwide
Independent Network alleged that YouTube was using non-negotiable contracts with independent
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labels that were "undervalued" in comparison to other streaming services and that YouTube would
block all music content from labels who do not reach a deal to be included on the paid service. In a
statement to the Financial Times in June 2014, Robert Kyncl confirmed that YouTube would block
the content of labels who do not negotiate deals to be included in the paid service "to ensure that
all content on the platform is governed by its new contractual terms." Stating that 90% of labels had
reached deals, he went on to say that "while we wish that we had [a] 100% success rate, we
understand that is not likely an achievable goal and therefore it is our responsibility to our users
and the industry to launch the enhanced music experience."[ The Financial Times later reported
that YouTube had reached an aggregate deal with Merlin Network—a trade group representing
over 20,000 independent labels, for their inclusion in the service. However, YouTube itself has not
confirmed the deal.
On September 28, 2016, YouTube named Lyor Cohen, the co-founder of 300 Entertainment and
former Warner Music Group executive, the Global Head of Music
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➢ 3.1.5 Company functional Chart and market share.
Share of YouTube in mobile social media market India 2019-2021. The video sharing platform
YouTube had a share of around 5.72 percent in India's mobile social media market as of May
2021.
➢ 3.1.6 Company strategies to grow in online advertisement.
YouTube allows marketers to present unique content that's easy for viewers to consume and
share. YouTube marketing can be an intimidating tool for brands. It combines a strategic principle -
SEO - with one of the most resource-intensive forms of media
You only pay when someone chooses to watch at least 30 seconds or clicks on your ad. Engage
with your most valuable audiences on the world's largest video platform. Attract New Customers.
Reach the Right Customers.
In 2020, YouTube's net advertising revenues in the United States are projected to reach 4.34 billion
U.S. dollars, up from 3.88 billion U.S. dollars in 2017. That year, the video platform generated 7.8
billion U.S. dollars in global net ad revenues.
The actual rates an advertiser pays varies, usually between $0.10 to $0.30 per view, but averages
out at $0.18 per view. On average, a YouTube channel can receive $18 per 1,000 ad views, which
equates to $3 - $5 per 1000 video views.
Advertising Campaigns
Video advertising on YouTube works, and you only pay when people watch your video ads. For
advertisers without a budget for video, YouTube offers non-video ads. Display ads: appear on the
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right-hand sidebar, and include an image and text, alongside a CTA with a link to your website. In-
video overlay ads: appear floating on top of video content from monetized YouTube channels.
the second most popular search engine worldwide, YouTube is one of the most powerful platforms
for businesses trying to capture customers' attention.
YouTube is one of the best options for creating a cost-effective advertising campaign: Average
CPV: $0.026. Average view rate: 31.9%.
If your video meets our advertiser-friendly content guidelines, you can turn on ads. ... Choosing to
turn on ads doesn't mean that ads will automatically appear on a video. Before any ads appear, the
video will go through a standard process including automated or human reviews to see if it meets
our guidelines.
To help drive more views and subscribers to your channel, you can pay to run an ad campaign for
your videos on YouTube through Google Ads.
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➢ 3.2.1 Introduction of the company.
Google LLC is an American multinational technology company that specializes in Internet-related
services and products, which include online advertising technologies, a search engine, cloud
computing, software, and hardware. It is considered one of the big four technology companies
along with Amazon, Facebook, and Apple
Google was founded in September 1998 by Larry Page and Sergey Brin while they were Ph.D.
students at Stanford University in California. Together they own about 14% of its publicly-listed
shares and control 56% of the stockholder voting power through super-voting stock. The company
went public via an initial public offering (IPO) in 2004. In 2015, Google was reorganized as a wholly
owned subsidiary of Alphabet Inc. Google is Alphabet's largest subsidiary and is a holding
company for Alphabet's Internet properties and interests. Sunder Pichai was appointed CEO of
Google on October 24, 2015, replacing Larry Page, who became the CEO of Alphabet. On
December 3, 2019, Pichai also became the CEO of Alphabet
In 2021, the Alphabet Workers Union was founded, mainly composed of Google employees.
The company's rapid growth since incorporation has included products, acquisitions, and
partnerships beyond Google's core search engine, (Google Search).
It offers services designed for work and productivity (Google Docs, Google Sheets, and Google
Slides), email (Gmail), scheduling and time management (Google Calendar), cloud storage
(Google Drive), instant messaging and video chat (Google Duo, Google Chat, and Google Meet),
language translation (Google Translate), mapping and navigation (Google Maps, Waze, Google
Earth, and Street View), podcast hosting (Google Podcasts), video sharing (YouTube), blog
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publishing (Blogger), note-taking (Google Keep and Jam board), and photo organizing and editing
(Google Photos). The company leads the development of the Android mobile operating system, the
Google Chrome web browser, and Chrome OS (a lightweight, proprietary operating system based
on the free and open-source Chromium OS operating system). Google has moved increasingly into
hardware; from 2010 to 2015, it partnered with major electronics manufacturers in the production of
its Google Nexus devices, and it released multiple hardware products in 2016, including the
Google Pixel line of smartphones, Google Home smart speaker, Google Wi-Fi mesh wireless
router. Google has also experimented with becoming an Internet carrier.
Gooogle.com is the most visited website worldwide. Several other Google-owned websites also are
on the list of most popular websites, including YouTube and Blogger. On the list of most valuable
brands, Google is ranked second by Forbes and fourth by Interbrand. It has received significant
criticism involving issues such as privacy concerns, tax avoidance, censorship, search neutrality,
antitrust and abuse of its monopoly position.
➢ 3.2.2 History of the company.

Google began in January 1996 as a research project by Larry Page and Sergey Brin when they
were both PhD students at Stanford University in California. The project initially involved an
unofficial "third founder", Scott Hassan, the original lead programmer who wrote much of the code
for the original Google Search engine, but he left before Google was officially founded as a
company; Hassan went on to pursue a career in robotics and founded the company Willow Garage
in 2006.
While conventional search engines ranked results by counting how many times the search terms
appeared on the page, they theorized about a better system that analysed the relationships among
websites. They called this algorithm PageRank; it determined a website's relevance by the number
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of pages, and the importance of those pages that linked back to the original site. Page told his
ideas to Hassan, who began writing the code to implement Page's ideas.
Eventually, they changed the name to Google; the name of the search engine was a play on the
word "googol", the number 1 followed by 100 zeros, which was picked to signify that the search
engine was intended to provide large quantities of information.
The domain name www.google.com was registered on September 15, 1997, and the company was
incorporated on September 4, 1998. It was based in the garage of Susan Wojcickiin Menlo Park,
California. Craig Silverstein, a fellow PhD student at Stanford, was hired as the first employee.
Google was initially funded by an August 1998 investment of $100,000 from Andy Bechtolsheim,
co-founder of Sun Microsystems, a few weeks prior to September 7, 1998, the day Google was
officially incorporated. Google received money from three other angel investors in 1998:
Amazon.com founder Jeff Bezos, Stanford University computer science professor David Cheriton,
and entrepreneur Ram Shriram. Between these initial investors, friends, and family Google raised
around $1,000,000, which is what allowed them to open up their original shop in Menlo Park,
California.
After some additional, small investments through the end of 1998 to early 1999, a new $25 million
round of funding was announced on June 7, 1999, with major investors including the venture
capital firms Kleiner Perkins and Sequoia Capital.
➢ 3.2.3 Growth of the company.

In March 1999, the company moved its offices to Palo Alto, California, which is home to several
prominent Silicon Valley technology start-ups. The next year, Google began selling advertisements
associated with search keywords against Page and Brin's initial opposition toward an advertising-
funded search engine. To maintain an uncluttered page design, advertisements were solely text-
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based. In June 2000, it was announced that Google would become the default search engine
provider for Yahoo!, one of the most popular websites at the time, replacing Inktomi.
In 2003, after outgrowing two other locations, the company leased an office complex from Silicon
Graphics, at 1600 Amphitheatre Parkway in Mountain View, California. The complex became
known as the Googleplex, a play on the word googolplex, the number one followed by a googol
zeroes. Three years later, Google bought the property from SGI for $319 million. By that time, the
name "Google" had found its way into everyday language, causing the verb "google" to be added
to the Merriam-Webster Collegiate Dictionary and the Oxford English Dictionary, denoted as: "to
use the Google search engine to obtain information on the Internet". The first use of the verb on
television appeared in an October 2002 episode of Buffy the Vampire Slayer.
Additionally, in 2001 Google's Investors felt the need to have a strong internal management, and
they agreed to hire Eric Schmidt as the chairman and CEO of Google Initial public offering
On August 19, 2004, Google became a public company via an initial public offering. At that time
Larry Page, Sergey Brin, and Eric Schmidt agreed to work together at Google for 20 years, until the
year 2024.The company offered 19,605,052 shares at a price of $85 per share. Shares were sold
in an online auction format using a system built by Morgan Stanley and Credit Suisse, underwriters
for the deal.The sale of $1.67 billion gave Google a market capitalization of more than $23 billion.
On November 13, 2006, Google acquired YouTube for $1.65 billion in Google stock, On March 11,
2008, Google acquired DoubleClick for $3.1 billion, transferring to Google valuable relationships
that DoubleClick had with Web publishers and advertising agencies.
In May 2011, the number of monthly unique visitors to Google surpassed one billion for the first
time.
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By 2011, Google was handling approximately 3 billion searches per day. To handle this workload,
Google built 11 data centres around the world with several thousand servers in each. These data
centres allowed Google to handle the ever-changing workload more efficiently.
In May 2012, Google acquired Motorola Mobility for $12.5 billion, in its largest acquisition to date.
This purchase was made in part to help Google gain Motorola's considerable patent portfolio on
mobile phones and wireless technologies, to help protect Google in its ongoing patent disputes
with other companies, mainly Apple and Microsoft, and to allow it to continue to freely offer
Android.
2012 onward, In June 2013, Google acquired Waze, a $966 million deal. While Waze would remain
an independent entity, its social features, such as its crowdsourced location platform, were
reportedly valuable integrations between Waze and Google Maps, Google's own mapping service.
Google announced the launch of a new company, called Calico, on September 19, 2013, to be led
by Apple Inc. chairman Arthur Levinson. In the official public statement, Page explained that the
"health and well-being" company would focus on "the challenge of ageing and associated
diseases".
Pancras Square, London, On January 26, 2014, Google announced it had agreed to acquire
DeepMind Technologies, a privately held artificial intelligence company from London. Technology
news website Recode reported that the company was purchased for $400 million though it was not
disclosed where the information came from. A Google spokesman would not comment of the price.
The purchase of DeepMind aids in Google's recent growth in the artificial intelligence and robotics
community.
According to Interbrand's annual Best Global Brands report, Google has been the second most
valuable brand in the world (behind Apple Inc.) in 2013,2014,2015, and 2016, with a valuation of
$133 billion.
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On August 8, 2017, Google fired employee James Damore after he distributed a memo throughout
the company which argued that bias and "Google's Ideological Echo Chamber" clouded their
thinking about diversity and inclusion, and that it is also biological factors, not discrimination alone,
that cause the average woman to be less interested than men in technical positions. Google CEO
Sundar Pichai accused Damore in violating company policy by "advancing harmful gender
stereotypes in our workplace”, And he was fired on the same day. New York Times columnist
David Brooks argued Pichai had mishandled the case, and called for his resignation.
Between 2018 and 2019, tensions between the company's leadership and its workers escalated as
staff protested company decisions on internal sexual harassment, Dragonfly, a censored Chinese
search engine, and Project Maven, a military drone artificial intelligence, which had been seen as
areas of revenue growth for the company. On October 25, 2018, The New York Times published
the exposé, "How Google Protected Andy Rubin, the ‘Father of Android’.
The company subsequently announced that "48 employees have been fired over the last two
years" for sexual misconduct. On November 1, 2018, more than 20,000 Google employees and
contractors staged a global walk-out to protest the company's handling of sexual harassment
complaints. Later in 2019, some workers accused the company of retaliating against internal
activists.
On March 19, 2019, Google announced that it would enter the video game market, launching a
cloud gaming platform called Google Stadia.
In December 2019, former PayPal chief operating officer Bill Ready became Google's new
commerce chief. Ready's role will not be directly involved with Google Pay.
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In April 2020, due to the COVID-19 pandemic, Google announced several cost-cutting measures.
Such measures included slowing down hiring for the remainder of 2020, except for a small number
of strategic areas, recalibrating the focus and pace of investments in areas like data centres and
machines, and non-business essential marketing and travel.
The 2020 Google services outages disrupted Google services: one in August that affected Google
Drive among others, another in November affecting YouTube, and a third in December affecting
the entire suite of Google applications. All three outages were resolved within hours.
In January 2021, the Australian Government proposed legislation that would require Google and
Facebook to pay media companies for the right to use their content. In response, Google
threatened to close off access to its search engine in Australia.
In March 2021, Google reportedly paid $20 million for Ubisoft ports on Google Stadia. Google
spent "tens of millions of dollars" on getting major publishers such as Ubisoft and Take-Two to
bring some of their biggest games to Stadia.
In April 2021, The Wall Street Journal reported that Google ran a years-long program called
'Project Bernanke' that used data from past advertising bids to gain an advantage over competing
ad services. This was revealed in documents concerning the antitrust lawsuit filed by ten US states
against Google in December.
➢ 3.2.4 Product and Services of the company.

Google indexes billions of web pages to allow users to search for the information they desire
through the use of keywords and operators. According to comScore market research from
November 2009,
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Google Search is the dominant search engine in the United States market, with a market share of
65.6%. In May 2017, Google enabled a new "Personal" tab in Google Search, letting users search
for content in their Google accounts' various services, including email messages from Gmail and
photos from Google Photos.
Google launched its Google News service in 2002, an automated service which summarizes news
articles from various websites. Google also hosts Google Books, a service which searches the text
found in books in its database and shows limited previews or and the full book where allowed.
➢ 3.2.5 Online advertising of the company.

Google generates most of its revenues from advertising. This includes sales of apps, purchases
made in-app, digital content products on Google and YouTube, Android and licensing and service
fees, including fees received for Google Cloud offerings. Forty-six percent of this profit was from
clicks (cost per clicks), amounting to US$109,652 million in
2017. This includes three principal methods, namely Ad Mob, AdSense (such as AdSense for
Content, AdSense for Search, etc.) and DoubleClick Ad Exchange.
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In addition to its own algorithms for understanding search requests, Google uses technology its
acquisition of DoubleClick, to project user interest and target advertising to the search context and
the user history.
In 2007, Google launched "AdSense for Mobile", taking advantage of the emerging mobile
advertising market.
Google Analytics allows website owners to track where and how people use their website, for
example by examining click rates for all the links on a page. Google advertisements can be placed
on third-party websites in a two-part program. Google Ads allows advertisers to display their
advertisements in the Google content network, through a cost-per-click scheme. The sister service,
Google AdSense, allows website owners to display these advertisements on their website and earn
money every time ads are clicked. One of the criticisms of thisprogram is the possibility of click
fraud, which occurs when a person or automated script clicks on advertisements without being
interested in the product, causing the advertiser to pay money to Google unduly. Industry reports in
2006 claimed that approximately 14 to 20 percent of clicks were fraudulent or invalid. Google
Search Console (rebranded from Google Webmaster Tools in May 2015) allows webmasters to
check the sitemap, crawl rate, and for security issues of their websites, as well as optimize their
website's visibility.
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➢ 3.3.1 Introduction of the company.
Facebook is an American online social media and social networking service owned by Facebook,
Inc.
Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates
Eduardo Savarin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes, its name comes from
the face book directories often given to American university students. Membership was initially
limited to Harvard students, gradually expanding to other North American universities and, since
2006, anyone over 13 years old. As of 2020, Facebook claimed 2.8 billion monthly active users,
and ranked seventh in global internet usage. It was the most downloaded mobile app of the 2010s.
Facebook can be accessed from devices with Internet connectivity, such as personal computers,
tablets and smartphones. After registering, users can create a profile revealing information about
themselves. They can post text, photos and multimedia which are shared with any other users who
have agreed to be their "friend" or, with different privacy settings, publicly.
Users can also communicate directly with each other with Facebook Messenger, join common-
interest groups, and receive notifications on the activities of their Facebook friends and pages they
follow.
The subject of numerous controversies, Facebook has often been criticized over issues such as
user privacy (as with the Cambridge Analytical data scandal), political manipulation (as with the
2016 U.S. elections), mass surveillance, psychological effects such as addiction and low self-
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esteem, and content such as fake news, conspiracy theories, copyright infringement, and hate
speech. Commentators have accused Facebook of willingly facilitating the spread of such content,
as well as exaggerating its number of users to appeal to advertisers.
➢ 3.3.2 History of the company.

Zuckerberg built a website called "face mash" in 2003 while attending Harvard University. The site
was comparable to Hot or Not and used "photos compiled from the online face books of nine
Houses, placing two next to each other at a time and asking users to choose the "hotter" person”.
Face mash attracted 450 visitors and 22,000 photo-views in its first four hours. The site was sent to
several campus group listservs, but was shut down a few days later by Harvard administration.
Zuckerberg faced expulsion and was charged with breaching security, violating copyrights and
violating individual privacy. Ultimately, the charges were dropped. Zuckerberg expanded on this
project that semester by creating a social study tool ahead of an art history final exam. He
uploaded all art images to a website, each of which was accompanied by a comments section,
then shared the site with his classmates.
A "face book" is a student directory featuring photos and personal information. In 2003, Harvard
had only a paper version along with private online directories. Zuckerberg told The Harvard
Crimson, "Everyone's been talking a lot about a universal face book within Harvard.
I think it's kind of silly that it would take the University a couple of years to get around to it.
I can do it better than they can, and I can do it in a week." In January 2004, Zuckerberg coded a
new website, known as "The Facebook", inspired by a Crimson editorial about face mash, stating,
"It is clear that the technology needed to create a centralized Website is readily available. the
benefits are many." Zuckerberg met with Harvard student Eduardo Saverin, and each of them
agreed to invest $1,000 in the site. On February 4, 2004, Zuckerberg launched "The Facebook",
originally located at thefacebook.com.
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Six days after the site launched, Harvard seniors Cameron Winkle Voss, Tyler Winkle Voss, and
Divya Narendra accused Zuckerberg of intentionally misleading them into believing that he would
help them build a social network called HarvardConnection.com. They claimed that he was instead
using their ideas to build a competing product. The three complained to the Crimson and the
newspaper began an investigation. They later sued Zuckerberg, settling in 2008 for 1.2 million
shares (worth $300 million at Facebook's IPO).
Facebook's initial public offering came on May 17, 2012, at a share price of US$38. The company
was valued at $104 billion, the largest valuation to that date. The IPO raised $16 billion,
the third-largest in U.S. history, after Visa Inc. in 2008 and AT&T Wireless in 2000. Based on its
2012 income of $5 billion, Facebook joined the Fortune 500 list for the first time in May 2013,
ranked 462.
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The shares set a first day record for trading volume of an IPO (460 million shares). The IPO was
controversial given the immediate price declines that followed, and was the subject of lawsuits,
while SEC and FINRA both launched investigations.
Zuckerberg announced at the start of October 2012 that Facebook had one billion monthly active
users, including 600 million mobile users, 219 billion photo uploads and 140 billion friend
connections.
In May 2018 at F8, the company announced it would offer its own dating service. Shares in
competitor Match Group fell by 22%. Facebook Dating includes privacy features and friends are
unable to view their friends' dating profile. In July, Facebook was charged £500,000 by UK
watchdogs for failing to respond to data erasure requests. On July 18, Facebook established a
subsidiary named Lianshu Science & Technology in Hangzhou City, China, with $30 million of
capital.
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All its shares are held by Facebook Hong. Approval of the registration of the subsidiary was then
withdrawn, due to a disagreement between officials in Zhejiang province and the Cyberspace
Administration of China. On July 26, Facebook became the first company to lose over $100 billion
worth of market capitalization in one day, dropping from nearly $630 billion to $510 billion after
disappointing sales reports. On July 31, Facebook said that the company had deleted 17 accounts
related to the 2018 U.S. midterm elections. On September 19, Facebook announced that, for news
distribution outside the United States, it would work with U.S. funded democracy promotion
organizations, International Republican Institute and the National Democratic Institute, which are
loosely affiliated with the Republican and Democratic parties.
Through the Digital Forensic Research Lab Facebook partners with the Atlantic Council, a NATO-
affiliated think tank. In November, Facebook launched smart displays branded Portal and Portal
Plus (Portal+). They support Amazon's Alexa (intelligent personal assistant service). The devices
include video chat function with Facebook Messenger.
In August 2018, a lawsuit was filed in Oakland, California claiming that Facebook created fake
accounts in order to inflate its user data and appeal to advertisers in the process.
In January 2019, the 10-year challenge was started asking users to post a photograph of
themselves from 10 years ago (2009) and a more recent photo.
2020–present: FTC lawsuit, Facebook was sued by the Federal Trade Commission as well as a
coalition of several states for illegal monopolization and antitrust. The FTC and states sought the
courts to force Facebook to sell its subsidiaries WhatsApp and Instagram. The suits were
dismissed by a federal judge on June 28, 2021, who stated that there was not enough evidence
brought in the suit to determine Facebook to be a monopoly at this point, though allowed the FTC
to amend its case to include additional evidence.
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In response to the proposed bill in the Australian Parliament for a News Media Bargaining Code,
on February 17, 2021,
Facebook blocked Australian users from sharing or viewing news content on its platform, as well as
pages of some government, community, union, charity, political, and emergency services. The
Australian government strongly criticised the move, saying it demonstrated the "immense market
power of these digital social giants".
On February 22 Facebook said it reached an agreement with the Australian government that would
see news returning to Australian users in the coming days. As part of this agreement, Facebook
and Google can avoid the News Media Bargaining Code adopted on February 25 if they "reach a
commercial bargain with a news business outside the Code".
Facebook has been accused of removing and shadow banning content that spoke either in favor of
protesting Indian farmers or against Narendra Modi's government. India-based employees of
Facebook are at risk of arrest.
Although Facebook's rules state that it is "against the Facebook Community Standards to maintain
more than one personal account," Facebook avoids enforcing this rule; even when multiple
personal accounts are reported for attention, they pass the investigation, and even Facebook users
with less than 100 friend connections might see multiple instances among those 100 that must
represent either friends with multiple personal accounts or imposters claiming to be those people.
On June 29, 2021 Facebook announced Bulletin, a platform for independent writers. Unlike
competitors such as Sub stack, Facebook would not take a cut of subscription fees of writers using
that platform upon its launch, like Malcolm Gladwell and Mitch Albom. According to Washington
Post technology writer Will Oremus, the move was criticized by those who viewed it as a tactic
intended by Facebook to force those competitors out of business.
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➢ 3.3.3 Advertising of the company.
An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.
Effective product assessment, market definition, media analysis, and budgetary choices result in
an optimum plan never the perfect plan because resources are always limited.
When you get right down to it, though, even a great cost-per-conversion doesn't mean a Facebook
campaign will be worth the money.
In general, if you get more than $4.00 in revenue for every $1.00 you spend on advertising, that's a
pretty profitable campaign.
In the first quarter of 2021, Facebook's total advertising revenue amounted to 25.4 billion U.S.
dollars. Facebook's global revenue as of 1st quarter 2021, by segment (in million U.S. dollars)
Advertising revenue, which accounts for the lion's share of Facebook's total revenue, rose 46%
from a year earlier to $25.44 billion. The company's profit nearly doubled to $9.5 billion, or $3.30 a
share.
Best times to post on Facebook for media
Best times: Friday 7 a.m., Tuesday 6–9 a.m.
Best days: Tuesday, Wednesday, Friday.
Worst day: Saturday.
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➢ 3.3.4 Advertising Strategies of the company.
So here are some very common and most used techniques used by the advertisers to get desired
results.
• Emotional Appeal.
• Promotional Advertising.
• Bandwagon Advertising.
• Facts and Statistics.
• Unfinished Ads.
• Weasel Words.
• Endorsements.
• Complementing the Customers.
Facebook is one of the most effective advertising platforms. ... Poor planning and implementation
of a Facebook advertising campaign is a sure-fire way to turn what could be a goldmine into a
money pit. Too many marketers end up wasting money on Facebook ads by falling prey to a
handful of common mistakes.
That is why our answer is that Facebook ads are absolutely worthwhile in 2021 as well as in
previous years because they are the only way to improve brand awareness and reach a large
number of customers.
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CHAPTER 04 – DATA ANALYSIS AND INTERPRETATIONS
➢ Title of the table.
❖ TABLE – 4.1
❖ Table showing Gender respondents.
NO. OF
GENDER RESPONDENT PERCENTAGE
MALE 96 63.6%
FEMALE 55 34.4%
TOTAL 151 100%
Table 4.1
Analysis:
➢ The above table shows that from the total number of respondents, 96 of customers are male and
the remaining 55 of customers are female.
73
❖ CHART - 1
❖ Chart showing Gender respondents.
GENDER RESPONDENTS
FEMALE
34.40%
MALE
63.60%
Fig 4.1
Interpretation:
From the above graph, it is clearly seen that the highest number of respondents comprises of the
male customers with 63.6% when compared to the female customers with 34.4%.
❖ TABLE 4.2
❖ Table showing the response of different age group respondents.
74
NO. OF RESPONDENTS AGE PERCENTAGE
Under 20 40 26.5%
Between 21-30 67 44.4%
Between 31-40 27 17.9%
Between 41-50 11 7.3%
Above50 6 4%
Total 151 100%
Table 4.2
Analysis:
The above table shows that from the total number of respondents, 40 of customers were aged under
20 years,67 of customers were aged between 21-30 years,27 of customers were aged between 31-
40 years,11 of customers were aged between 41-50 years and 6 of customers were aged above 50.
❖ CHART-2
❖ Chart showing the response of different age group.
75
AGE GROUP
50.00%
45.00%
44.40%
40.00%
35.00%
30.00%
25.00%
26.50%
20.00%
15.00% 17.90%
10.00%
5.00% 7.30%
4%
0.00%
Under 20 Between 21-30 Between 31-40 Between 41-50 Above50
Interpretation:
From the above graph we can interpret that there are more percent of customers in the age
group of 21-30 - 44.40% and 31-40- 17.90% and under 20 years - 26.50%. Whereas age group
of 41-50 - 7.30% and above 50 - 4% are comparatively less.
❖ TABLE 4.3
❖ Table showing the qualifications of respondents.
QUALIFICATION NO. OF PERCENTAGE
RESPONDENTS
Under Graduate 78 51.7%
76
Post Graduate 41 27.2%
Diploma 28 18.5%
Other 4 2.6%
Total 151 100%
Table 4.3
Analysis:
The above table shows that 41 of customers fall under the qualification of post graduate, followed by
78 of customers are under graduate and 28 of customers are diploma to online advertising study.
❖ CHART-3
❖ Chart showing the qualifications of respondents.
77
qualifications of respondents
60.00%
51.70%
50.00%
40.00%
27.20%
30.00%
18.50%
20.00%
10.00% 2.60%
0.00%
Under Graduate Post Graduate Diploma Other
Fig 4.3
Interpretation:
From the above graph we can come to an understanding that the customers are mostly under
the qualification of under graduate - 51.7%, post graduate - 27.20% and diploma - 18.50%.
❖ TABLE 4.4
❖ Table showing the designation of different respondents.
DESIGNATION NO OF RESPONDENTS PERCENTAGE
Student 45 29.8%
78
Employee in company 51 33.8%
Self Employed 38 25.2%
A Homemaker 11 7.3%
Retired 6 4%
Total 151 100%
Table 4.4
Analysis:
The above table shows the mixture of customers Wherein 45 of students were customers, 51 of
customers are employed in company, followed by 38 of customers are self-employed and 6 of
customers are retired.
79
❖ CHART-4
❖ Chart showing the designation of different respondents.
DESIGNATION OF RESPONDENTS
Student Employee in company Self Employed A Homemaker Retired
35.00% 33.80%
29.80%
30.00%
25.20%
25.00%
20.00%
15.00%
10.00% 7.30%
4%
5.00%
0.00%
1
Fig 4.4
Interpretation:
From the above graph we can interpret that there is a combination of customers in the range of
students – 29.80%, employee in company – 33.80%, self-employed 25.20% and retired 4% using
products or services from online advertising.
Mode NO OF RESPONDENTS PERCENTAGE
41 27.20%
One that pop ups
80
One which has a 32 21.20%
questionnaire
One that runs on the 24 15.90%

top/bottom
One that flashes 54 35.80%
Total 151
100%
❖ Table – 4.5
❖ Table showing which kind of online advertisement respondents like to see.
Analysis
As per the analysis 54 respondents like the ads which flashes on the screen. 41respondents like
the one which pop ups. The questionnaire types ads are liked by 32 respondents and the ads
which runs in top and bottom are liked by 24 respondents.
81
❖ CHART - 5
❖ Chart showing what kind of online advertisement respondents like to see.
PREFERENCE OF ONLINE
ADVERTISEMENT
One that flashes 35.80%
One that runs on the top/bottom 15.90%
One which has a questionnaire 21.20%
One that pop ups 27.20%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Fig 4.6
Interpretation
In the graph it is clear that people prefer the ads which flashes – 35.80%.the one that pop ups are
preferred by 27.20%. the questionnaire type is preferred by 21.20% and the ads which runs in
top/bottom are preferred by 15.90%.
❖ TABLE 4.6
❖ Table showing how many hour’s respondents spend on browsing.
STATEMENT NO. OF RESPONDENTS PERCENTAGE
82
Less than 1Hour 60 39.7%
1Hour 56 37.1%
More than 1Hour 35 23.2%
Total 151 100%
Table 4.6
Analysis
As per the analysis 60 respondents spend less than an hour browsing internet. 56 respondents
spend an hour and the others 35 respondents browse more than an hour on internet.
83
❖ CHART - 6
❖ Chart showing how many hour’s respondents spend on browsing.
TIME SPEND ON BROWING
More than 1Hour 23.20%
1Hour 37.10%
Less than 1Hour 39.70%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Interpretation
As per graph it is clear that the highest percentage of the people spend less than an hour – 39.70%
browsing internet. 37.10% of people spend just an over and 23.20% of people spend more than an
hour on internet.
84
❖ TABLE 4.7
❖ Table showing do respondents check online advertisement while browsing.
STATEMENT NO. OF RESPONDENTS PERCENTAGE
Yes, I do 36 23.8%
Not always 94 62.3%
Not at all 21 13.9%
Total 151 100%
Table 4.7
Analysis
In the analysis 94 respondents not always watch online ads.36 respondents check the online ads
And 21 respondents not at all check the online ads.
85
❖ CHART - 7
❖ Chart showing do respondents check online advertisement while browsing.
CHECKING ADVERTISEMENT
Not at all
14% Yes, I do
24%
Not always
62%
Fig 4.7
Interpretation
In the above graph it is clear that the people skip the online ads 62% people not always watch the
ads, 24% peoples watch the online ads and the 14% of the people not at all watch the online ads.
86
❖ TABLE 4.8
❖ Table showing Advertisement related to which are you intended in purchasing.
STATEMENT NO OF RESPONDENTS PERCENTAGE

37.1%
Entertainment 56
24.5%
Financial loans 37
29.8%
Academic 45
7.9%
Jobs 12
0.7%
Fashion Designing 1
Total 151
100%
Table 4.8
Analysis
In the above analysis 56 respondents prefer for entertainment while intended in purchasing. 45
respondents prefer academic, 37 respondents prefer financial loans, 12 respondents prefer jobs
related ads and 1 respondent prefer fashion designing.
87
❖ CHART-8
❖ Chart showing Advertisement related to which are you intended in purchasing.
INTENDED IN PURCHASING
40.00% 37.10%
35.00%
29.80%
30.00%
24.50%
25.00%
20.00%
15.00%
10.00% 7.90%
5.00%
0.70%
0.00%
Entertainment Financial loans Academic Jobs Fashion
Designing
Fig 4.8
Interpretation
In the above graph it is clear the entertainment is at the high priority in online ads it has 37.10%,
ads related to financial loans have 24.50%, ads related to academic have 29.80%, ads related to
jobs has 7.90%.
88
❖ TABLE 4.9
❖ Table showing respondents purpose for using internet.

34.4%
Social networks 52
26.5%
Media sharing sites 40
27.2%
Online shopping 41
4.6%
Blogs 7
Other content sharing 7.3%
11
websites
Total 151
100%
Table 4.9
Analysis
The analysis shows that the people use internet mostly to connect through social networks it has
52 respondents, online shopping have 41 respondents, media sharing sites have 40 respondents
and other content sharing sites have 11 respondents.
89
❖ CHART - 9
❖ Chart showing respondents purpose for using internet.
PURPOSE FOR USING INTERNET

40.00%
35.00%
34.40%
30.00%
25.00% 26.50% 27.20%
20.00%
15.00%
10.00%
5.00% 7.30%
4.60%
0.00%
Social networks Media sharing sites Online shopping Blogs Other content
sharing websites
Fig 4.9
Interpretation
In the above graph it is clear that the social networks – 34.40% and online shopping- 27.20% are at
the high purpose for the internet use. Media sharing sites have 26.50% and other content sharing
websites have 7.30%, blogs have 4.60%.
90
❖ TABLE 4.10
❖ Table showing do the online advertisement interfere in your work while browsing.

36.4%
Strongly agree 55
23.8%
Agree 36
30.5%
Neutral 46
4.6%
Disagree 7
4.6%
Strongly disagree 7
Total 151
100%
Table 4.10
Analysis
In the Analysis people strongly agree at 36.4% that they get interfere while browsing from the
online ads.
91
❖ CHART - 10
❖ Chart showing do the online advertisement interfere in your work while browsing.
ONLINE ADS INTERFERE
40.00% 36.40%
30.50%
30.00%
23.80%
20.00%
10.00% 4.60% 4.60%

Series1
0.00%
Strongly agree Agree Neutral Disagree Strongly
disagree
Fig 4.10
Interpretation
In the above graph it is clear that the people do get interfere while work from the online ads.
92
❖ TABLE 4.11
❖ Table showing How well do respondents remember the advertisement.
NO OF
STATEMENT PERCENTAGE
RESPONDENTS
Don’t remember at all 42
27.8
Remember company but not the product 79
52.3
Remember advertisement 30
19.9
Total 151
100%
Table 4.11
Analysis
In the analysis 79 people remember the company but the ads. don’t remember at all
have 42 peoples and remember ads have 30.
93
❖ CHART-11
❖ Chart showing How well do respondents remember the advertisement.
ADVERTISMENT REMEMBER
19.9
Remember advertisement
52.3
Remember company but not the product
27.8
Don’t remember at all
0 10 20 30 40 50 60
Fig 4.11
Interpretation
In the above graph it is clearly mentioned that most of the people do not remember the
product after watching the ads – 52.3%.
94
❖ TABLE 4.12
❖ Table showing Online advertising makes people buy unaffordable products just to show
off.
NO OF
RESPONDENTS
4.6%
Strongly agree 55
16.6%
Agree 25
34.4%
Neutral 52
16.6%
Disagree 25
27.8%
Strongly disagree 42
Total 151
100%
Table 4.12
Analysis
In the above analysis 25 people agrees that the online ads are unaffordable product. 52 peoples it
is neutral and disagree have 42 respondents.
95
❖ CHART 12
❖ Chart showing is Online advertising makes people buy unaffordable products just to
show off.
ONLINE ADS JUST FOR SHOW OFF
Strongly disagree 27.80%
Disagree 16.60%
Neutral 34.40%
Agree 16.60%
Strongly agree 4.60%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Fig 4.12
Interpretation
In the above graph 27.8% people disagree that the online ads are unaffordable product.34.40% of
peoples they don’t know.
96
❖ TABLE 4.13
❖ Table showing How satisfied are respondents by online advertisement.
NO OF
RESPONDENTS
0-2 11.3%
17
2-4 13.2%
20
4-6 38.4%
58
6-8 31.1%
47
8 - 10 6%
9
Total 151
100%
Table 4.13
Analysis
From the above analysis 58 people believe that the online ads satisfy only up to 4-6%,47
respondents believe online ads satisfy up to 6 – 8.
97
❖ CHART 13
❖ Chart showing How satisfied are respondents by online advertisement.
SATISFIED BY ONLINE ADS
8 10 6%
6 8 31.10%
4 6 38.40%
2 4 13.20%
0 2 11.30%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%
Fig 4.13
Interpretation
In the above-mentioned graph satisfaction of the online ads is up to 4-6% out of 10 have 38.40%
98
❖ TABLE 4.14
❖ Table showing the print ads or television commercials to get the product awareness.
NO OF
RESPONDENTS
Strongly agree 40
26.5%
Agree 38
25.2%
No opinion 53
35.1%
Disagree 15
9.9%
Strongly disagree 5
3.3%
Total 151
100%
Table 4.14
❖ Analysis –In the above analysis 40 people strongly agree that they do not prefer for the print
ads or television commercials to get the product awareness.
99
❖ CHART-14
❖ Chart showing the print ads or television commercials to get the product awareness.
ADS GET PRODUCT AWARENESS
40.00% 35.10%
35.00%
30.00% 26.50% 25.20%
25.00%
20.00%
15.00% 9.90%
10.00%
3.30%
5.00%
Series1
0.00%
Strongly agree Agree No opinion Disagree Strongly
disagree
Fig 4.14
Interpretation
In the above graph it is clear that 26.5% of people do not prefer any ads for product awareness.
100
❖ TABLE 4.15
❖ Table showing which advertisement method do respondents prefer.
AVAILABILITY OF
NO OF RESPONDENTS PERCENTAGE
INFORMATION
Newspapers 34 22.5%
Outdoor 41 27.2%
Online advertisement 59 39.1%
Word of mouth 17 11.3%
Total 151
100%
Table 4.15
Analysis
As per the analysis 59 people prefer online ads.41 prefer outdoor ads and 34 peoples prefer
newspapers, 17 of the respondents prefer word of mouth.
101
❖ CHART-15
❖ Chart showing which advertisement method do respondents prefer.
ADVERTISEMENT METHOD
Word of mouth 11.30%
Online advertisement 39.10%
Outdoor 27.20%
Newspapers 22.50%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Fig 4.15
Interpretation
In the above graph it is clear the online advertisement is most liked method for ads it has 39.10%.
27.20% prefer outdoor ads and 22.50 prefer newspaper.
102
❖ Table-4.16
❖ Table showing buy or booked anything after watching the online advertisement.

Yes, I do 53 35.1%
Rarely 77 51%
No, I don’t 21 13.9%
TOTAL 151 100%
Table 4.16
Analysis
In the above study people do purchase the product after watching the online ads 53 believes its.
103
❖ Chart-16
❖ Chart showing buy or booked anything after watching the online advertisement.
BOOKING PRODUCTS AFTER SEEING ADS
60.00%
50.00%
40.00%
30.00%
51%
20.00% 35.10%
10.00% 13.90%
0.00%
Yes, I do Rarely No, I don’t
Fig 4.16
Interpretation
In the above graph it shows that the 51% people rarely purchase the product after watching the
ads.
104
❖ Table 4.17
❖ Table showing What benefits does online marketing offer over the traditional
marketing.
NO OF
RESPONDENTS
Wide range of information 29 19.2%
Easy of shopping 37 24.5%
Time saving 64 42.4%
Low cost 17 11.3%
Interactive medium 4 2.6%
151
Total 100%
Table 4.17
Analysis
As per the analysis it is clear that online ads save time compare to the traditional marketing tools it
has 64 respondents.
105
❖ Chart-17
❖ Chart showing What benefits does online marketing offer over the traditional
marketing.
BENEFITS IN ONLINE ADS
Interactive medium 2.60%
Time saving 42.40%
Low cost 11.30%
Time saving 42.40%
Easy of shopping 24.50%
Wide range of information 19.20%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%
Fig 4.17
Interpretation
In the above mentioned graph it is clear that the online ads are time saving 42.4%
106
❖ Table 4.18
❖ Table showing what loopholes does online marketing carry over traditional marketing
tools.
NO OF
RESPONDENTS
More susceptible 39 25.8%
Privacy issue 38 25.2%
More scope for fraudulent activities 61 40.4%
Often Interrupting 9 6%
Lack demonstration 4 2.6%
151
Total 100%
Table 4.18
Analysis
As per the analysis people believe that there are more loopholes in online marketing then the
traditional marketing tool.
61 people believe that there is more scope for fraudulent activities in online ads.
107
❖ Chart-18
❖ Chart showing what loopholes does online marketing carry over traditional marketing
tools.
Loopholes in online ads

45
40 40.4
35
30
25 25.8 25.2
20
15
10
5 6
2.6
0
More susceptible Privacy issue More scope for Often Interrupting Lack demonstration
fraudulent activities
Fig 4.18
Interpretation
In the graph it is clear that Loopholes can be more in the online ads compared to traditional ads it
has 40.4% reviews. More susceptible have 25.8% and privacy issue have 25.2%.
108
❖ Table 4.19
❖ Table showing the online advertisement can be improved.
NO OF
RESPONDENTS
Strongly agree 33
21.9%
Agree 47
31.1%
Neutral 49
32.5%
Disagree 14
9.3%
Strongly disagree 8
5.3%
Total 151
100%
Table 4.19
Analysis
In the analysis 47 people thinks that the online ads can be improved. 49 peoples have responded
as neutral, and 14 have disagreed.
109
❖ Chart-19
❖ Chart showing the online advertisement can be improved.
IMPROVEMENT IN ONLINE ADS

35
30
25
20
31.1 32.5
15
21.9
10
5 9.3
5.3
0
Strongly agree Agree Neutral Disagree Strongly disagree
Fig 4.19
Interpretation
As per the graph people do think that the online ads should be improved they agree 31.1%.
110
❖ Table 4.20
❖ Table showing do respondents require much information to take purchase decision.
NO OF
RESPONDENTS
Strongly agree 30
19.9%
Agree 27
17.9%
Neutral 64
42.4%
Disagree 17
11.3%
8.6%
Total 151
100%
Table 4.20
Analysis
As per the analysis we see that we have both the people who will prefer the information about the
product while purchasing and who will not prefer to have the details.
111
❖ Chart-20
❖ Chart showing do respondents require much information to take purchase decision.
REQUIREMENT IN PURCHASE DECISION

45.00% 42.40%
40.00%
35.00%
30.00%
25.00%
19.90%
20.00% 17.90%
15.00%
11.30%
10.00% 8.60%
5.00%
0.00%
Strongly agree Agree No opinion Disagree Strongly disagree
Fig 4.20
Interpretation
The graph states that 42.4% people believe that they are okay if there is no specific information
about the product.
112
❖ Table 4.21
❖ Table showing do respondents prefer to spend much time in purchase of any online
commodity.
NO OF
RESPONDENTS
Strongly agree 4
2.6%
Agree 26
17.2%
Neutral 52
34.4%
Disagree 31
20.5%
25.2%
Total 151
100%
Table 4.21
Analysis
As per the survey people avoid wasting time, 26 respondents agree with it. 52 respondents are
said to be neutral and 38 respondents strongly disagree with it.
113
❖ Chart-21
❖ Chart showing do respondents prefer to spend much time in purchase of any online
commodity.
PREFERENCE IN PURCHASE
34.4
35
30
25.2
25
20.5
20
17.2
15
10
5 2.6
0
Fig 4.21
Interpretation
In the above mentioned graph the people strongly disagree 25.2% that they do not spend there
much time in purchasing online. And 34.4% have a responded as neutral.
114
❖ Table 4.22
❖ Table showing preference to go for shopping.
During Sales 41 27.2%
When needed 69 45.7%
Normal days 41 27.2%
TOTAL 151 100%
Table 4.22
Analysis
As per the analysis people prefer shopping when its needed it has 69 respondents. And the other
during sales have 41 respondents, normal days have 41 as well.
115
❖ Chart-22
❖ Chart showing preference to go for shopping.
PREFERENCE IN SHOPPING
During Sales When needed Normal’s day
50.00%
45.00%
45.70%
40.00%
35.00%
30.00%
25.00% 27.20% 27.20%

20.00%
15.00%
10.00%
5.00%
0.00%
1
Fig 4.22
Interpretation
In the graph it’s clear that the people prefer shopping when its needed 47.6% people agrees with it.
116
❖ Table 4.23
❖ Table showing is online advertisement a valuable source of information about the product.
NO OF
RESPONDENTS
Strongly agree 38
25.2%
Agree 36
23.8%
Neutral 61
40.4%
Disagree 11
7.3%
Strongly disagree 5
3.3%
Total 151
100%
Table 4.23
Analysis
As per the analysis 25.2% of people think that ads provide valuable source.
117
❖ Chart-23
❖ Chart showing is online advertisement a valuable source of information about the product.
Fig 4.23
Interpretation
In the above graph it clearly states that the people think that online ads provide valuable source up
to 25.2 %.
❖ Table 4.24
118
❖ Table showing prefer online advertising as it is SAFEST to use.
NO OF
RESPONDENTS
Strongly agree 35
23.2%
Agree 34
22.5%
Neutral 60
39.7%
Disagree 15
9.9%
Strongly disagree 7
4.6%
Total 151
100%
Table 4.24
Analysis
The analysis state that 22.5% people believe that the online ads are safe but the only 4.6% people
believe that it’s not.
119
❖ Chart-24
❖ Chart showing prefer online advertising as it is SAFEST to use.
ONLINE ADS IS SAFEST

39.70%
40.00%
35.00%
30.00%
25.00% 23.20% 22.50%
20.00%
15.00%
9.90%
10.00%
4.60%
5.00%
0.00%
Fig 4.24
Interpretation
The above graph clearly states that the people believe online ads are safe 22.5%.
120
❖ Table 4.25
❖ Table showing rate your satisfaction level according to the online product advertising.
RATINGS NO OF RESPONDENTS PERCENTAGE
10 20 13.2%
9 25 16.6%
8 29 19.2%
7 39 25.8%
6 18 11.9%
5 11 7.3%
4 4 2.6%
3 2 1.3%
2 1 0.7%
1 2 1.3%
TOTAL 151 100
Table 4.25
Analysis
As per the analysis people believe that the online ads satisfy up to 7-8 %.
121
❖ Chart-25
❖ Chart showing rate your satisfaction level according to the online product advertising.
SATISFACTION LEVEL
Series1 Series2
10
2 13.20% 16.60% 19.20% 25.80% 11.90% 7.30% 2.60% 1.30% 0.70% 1.30%
0 Series1
1 2 3 4 5 6 7 8 9 10
Fig 4.25
Interpretation
The above graph clearly states that the online ads impress the people up to 7-8%.
122
CHAPTER 05 – FINDINGS, RECOMMENDATIONS AND CONCLUSION
➢ 5.1 Findings:
❖ It is clear that the online advertising is growing at faster pace and have been creating
awareness in the minds of customers.
❖ Almost every people believe in advertising as it creates a good impact in minds of customers
and people do look for the advertisement before making any purchases.
❖ Advertising is very important as people get to know that there is an existence of that product in
a market and can also lead better customers and loyal as well.
❖ Many people believe in advertising, so it is obvious that people get more influenced by
advertising to do shopping and they can make better purchases.
❖ The attention of media in case of Company it is outdoor media, people found the billboards,
hoardings etc., more attractive than the other form. The word of mouth is also very convincing
as people are satisfied with their products and spread positive word of mouth.
❖ Many people have voted as they go for shopping for sure once a month and have found that
people love shopping especially girls being the highest.
❖ There are many problems in advertising like cost, competition, good will etc., but it is found that
cost is most important one as they always less budget as they can only provide some 10%
towards advertisement and even competition plays a very important problem to be faced in
advertising the product.
❖ Many people usually go to shopping when needed and but there is certain amount of people
whom love to shop when they want to. people shop even during sales as they find that to be
reasonable as well as getting the satisfied products.
❖ Now a day’s many people prefer branded things as they satisfy their ego needs and they find
that to be more qualitative than the non-brand products. But some people prefer non-branded
123
things as they find that branded things are more expensive and it is not affordable to many
people.
❖ As the advertising is making its mark in minds of customers then people are to liking their
products and buying the products.
➢ 5.2 Recommendations:
❖ From the above findings it is clear that the Online ads should focus creating awareness in the
market as many people are really not aware of the Product.
❖ The Online advisement can improve their marketing strategy and make aware of the product in
the market or in the minds of the customers.
❖ They can try to promote the product in the regional channel Online, so that they can make their
market in the place they have incorporated.
❖ They can provide better promotional scheme to attract the customers and so that people easily
don’t switch their brand and be loyal towards one brand.
❖ They can concentrate on every section of the people and make them realize the how good clothes
are very important as well as necessity.
❖ They can increase their budget on the Online advertisement. As advertisement plays an
important role and it has become a part of doing well and stable business.
❖ They can make their advertising more convincing so that people are attracted towards the
product and they are convinced with the way advertising is done.
❖ They can focus on the competitors; they can analyse them and make the strategy better so that
people are more fascinated with our products than that of the competitors.
❖ They can try getting into some big events can get sponsor events to market their products.
❖ They can have more shareholders so that they can invest in company and company can try to
make a big impact in the mind of customers.
124
❖ They can tie up with small retailers to create an awareness of the product and even the lower
middle class can get attracted towards the product.
❖ they can get into latest technology like pop-up ads, social media etc.,
❖ Lastly, they can have tie ups with good events and with few co-operates, and conduct exhibition
etc., to make people aware about the products and the opportunities as well.
➢ 5.3 Conclusion:
The above findings clearly states that the Online Ads is growing at a rapid rate and people are
getting aware about the existence of the Product and services. The Online ads is coming up with
many schemes and promotional activities to attract the customers as well as retain the customers.
The company is making a point to make their customers satisfied with the products as people are
looking for quality with a reasonable price, and this services are offering this and making customers
retained with the product and services. They have selected good media to promote their product
but they can still prefer the better and go along with technology.
So, I hereby conclude saying that the Online advertisement has a great future and growth, but just
need to give right awareness to consumers, generate opportunities and industry requirements.
125
BIBLIOGRAPHY
❖ 5.4 Bibliography:
Books
✓ Impacts of Online Advertising on Business Performance.

✓ Social Media Marketing.
✓ AFFILIATE MARKETING FOR BEGINNERS.
❖ Websites:
https://en.wikipedia.org/wiki/Online_advertising
https://en.wikipedia.org/wiki/YouTube
https://en.wikipedia.org/wiki/Google
https://en.wikipedia.org/wiki/Facebook
http://www.dypatil.edu/schools/management/wp-content/uploads/2015/05/Study-Of-
The-Effectiveness-Of-Online-Marketing-On-Integrated-Marketing-Communication-
Amruta-Pawar.pdf
126
ANNEXURES
➢ 5.5 Annexures
✓ Name Full:
✓ Age:
✓ Gender:
✓ Qualification:
✓ Designation:
❖ Perception on Online Advertising
✓ What kind of online advertisement do you like to see?

• one that pop ups
• one that flashes
• one which has a questionnaire
• one that runs on the top/bottom
✓ How many hours do you spend on browsing?

• less than 1hr
• 1hr
• More than 1hr
✓ Do you check online advertisement while browsing?

• Yes, I do
• Not always
127
• Not at all
✓ Advertisement related to which are you intended in purchasing.
• Entertainment
• Financial loans
• Academic
• Jobs
• others
✓ Please indicate your purpose for using internet.

• Social networks
• Media sharing sites
• Online shopping
• Blogs
• Other content sharing websites
✓ Does the online advertisement interfere in your work while browsing?

• Strongly agree
• agree
• Neutral
• Disagree
• Strongly disagree
✓ How well do you remember the advertisement?

• Don’t remember at all
• Remember company but not the product
• Remember advertisement.
128
✓ Online advertising makes people buy unaffordable products just to show off.
• Strongly agree
• agree
• Neutral
• Disagree
✓ How satisfied are you by online advertisement?

• 0-2
• 2-4
• 4-6
• 6-8
• 8 -10
✓ I don’t prefer the print ads or television commercials to get the product awareness.
• Strongly agree
• agree
• Neutral
• Disagree
✓ Which advertisement method do you prefer?

• Newspapers
• Outdoor
• Online advertisement
• Word of mouth
129
✓ Do you buy or booked anything after watching the online advertisement?
• Yes, I do
• No, I don’t
• Rarely
✓ What benefits does online marketing offer over the traditional marketing
• Wide range of information
• Easy of shopping
• Time saving
• Low cost
• Interactive medium
✓ What loopholes does online marketing carry over traditional marketing tools
• More susceptible
• Privacy issue
• More scope for fraudulent activities
• Often Interrupting
• Lack demonstration
✓ Do you think the online advertisement can be improved?

• Strongly agree
• agree
• Neutral
• Disagree
130
✓ I do not require much information to take purchase decision
• Strongly agree
• agree
• Neutral
• Disagree
✓ I do not prefer to spend much of my time in purchase of any online commodity.

• Strongly agree
• agree
• Neutral
• Disagree
✓ When do you prefer to go shopping?

• During Sales
• When needed
• Normal day’s
• Others
✓ Online advertisement is valuable source of information about the product?

• Strongly agree
• agree
• Neutral
131
• Disagree
✓ I prefer online advertising as it is SAFEST to use.

• Strongly agree
• agree
• Neutral
• Disagree
✓ Rate your satisfaction level according to the online product advertising

• 1 2 3 4 5 6 7 8 9 10.
132
MBA DISSERTATION PROGRESS REPORT
Sl. No Particulars
1. Name of the Student MOHAMAD ASHFAQ HUSSAIN
2. Registration Number 20212MBA0355
3. Name of College Guide Prof. KRISHNA DURBHA
Name and contact no of the

4. Co- Guide/External Guide KRISHNA DURBHA - 8861098888
(Corporate)
A STUDY ON ONLINE ADVERTISING (YouTube, Google

5. Title of the project
and Facebook)
Name and Address of the YouTube: Online video sharing and social media platform –
Company/Organization United States.
6. where dissertation Google: Artificial intelligence, Advertising, Cloud computing,
undertaken with Date of Computer software and hardware, Internet – United States.
starting Dissertation Facebook: Social networking service – United States.
Progress report: A brief note

During the project, I have met with my guide twice in person
reflecting, Number of
at college, but due to work commitments, we have
meetings with Guides,
communicated virtually 3 to 5 times; I have visited the central
places visited, libraries
library and referred to books such as "Impacts of online
visited, books referred,
7. advertising on business performance” “Social Media
meeting with persons,
Marketing” and etc; I have also had discussions with friends
activities taken up,
who work in the advertising industry to gain insights;
preparations done for
Additionally, I have collected relevant information and data
collection and analysis of
for the project through various sources in Bangalore.
data etc.,)
Signature of the Candidate Signature of the College Guide
133

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Title: A STUDY ON ONLINE ADVERTISING (YouTube, Google &

Under the guidance of

PLACE: BANGALORE MOHAMAD ASHFAQ HUSSAIN

I hereby declare that “A STUDY ON ONLINE ADVERTISING” is the result

Place: Bangalore Name: Mohamad Ashfaq Hussain

Date: Reg. No: 20212MBA0355

This is to certify that the dissertation titled “A STUDY ON ONLINE ADVERTISING” is an

Signature of Faculty guide/HOD Signature of Director/Principal

CHAPTERS CHAPTER HEADS PAGE NO

Chapter 01 Introduction 12-44

1.1 Advertising effectiveness

1.2 Types of advertising

1.3 Advertising objectives

1.4 Why and when to advertise

1.5 Designing advertising campaign

1.6 Stages of advertising campaign

1.7 Literature review

1.9 Online advertising

Chapter 02 Research Design 45-49

2.2 Title of study

2.3 Statement of problems

2.4 Objective of study

2.5 Scope of study

2.7 Research methodology of the study

2.8 Research design

2.9 Research instruments

2.10 Sampling method

2.11 Limitations of the study

Chapter 03 Company Profile 50-72

3.1.1 Introduction of the company

3.1.2 History of the company

3.1.3 Finance of the company

3.1.4 Company services

3.1.5 Company functional chart and market share

3.1.6 Company strategies to grow in online advertising

3.2.1 Introduction of the company

3.2.2 History of the company

3.2.3 Growth of the company

3.2.4 Product services of the company

3.3.1 Introduction of the company

3.3.2 History of the company

3.3.3 Advertising of the company

Chapter 04 Data Analysis and Interpretation 73-122

Chapter 05 Findings, Recommendations and Conclusion 123-125

TABLE - 4.1 Table showing Gender respondents. 73

Table showing the response of different age group

Table showing the designation of the different

Table showing which kind of online advertising

Table showing how many hours respondents spend on

Table showing do respondents check online advertising

Table showing advertising to which are you intended in

TABLE - 4.9 Table showing respondents purpose of using internet 89

Table showing do the online advertising interfere in your

Table showing how well do respondents remember the

Table showing online advertising makes people buy

Table showing how satisfied are respondents by online

Table showing the print ads or TV commercials to get

Table showing buy or booked anything after watching

Table showing what benefits does online marketing offer

Table showing what loop holes does online marketing

Table showing the online advertisement can be

Table showing do respondents require much information