A PROJECT REPORT ON:

The Impact of
Online Advertising on
Consumer Buying Behaviour

• BY: AYUSH SINGH

• (BBA/60010/20)

• BIRLA INSTITUTE OF TECHNOLOGY, MESRA

• OFF CAMPUS DEOGHAR
 CONTENTS
• OBJECTIVES OF THE STUDY
• Introduction to the online
advertising industry
• MARKETING STRATEGY
• SWOT ANALYSIS
• SUCCESS OF THE COMPANY
• DATA ANALYSIS &
INTERPRETATION
• FINDINGS
• SUGGESTIONS
• REFERENCES
OBJECTIVES OF THE STUDY
The project enables us to find out certain specific
objectives like:-

• To Know the core concept of Online Advertising.

• To find out the factor influencing consumer’s buying decision.

• To study the impact of online advertisement on the Consumer Behaviour.

Introduction to the online advertising industry

• The History of Online Advertising

• 1994: The first banner ads appear
• On October 27, 1994, the world of advertising was forever transformed by a small graphic bearing the
presumptive words, "Have you ever clicked your mouse right here? You will," in a kitschy rainbow
font. The age of banner ads had officially begun.

• You can thank (or blame?) Wired magazine's former online off-shoot HotWired for introducing the
world to the enduringly ubiquitous banner ad. HotWired was a digital publication, and it needed a
way to generate revenue to pay its writers.

• AT&T paid HotWired $30,000 to place the banner ad above on their site for three months. The ad
enjoyed a click-through-rate of 44% -- a number that would make most marketers balk in disbelief
today. To put that in perspective, the average clickthrough rate on display ads today -- 22 years later --
is closer to 0.06%.
MISSION OF ONLINE ADVERTISING
• “To INFORM, , To PERSUADE , To REMIND”

• TO INFORM:-
• Telling the market about a new product
• Suggesting new uses for a product
• Informing the market for a price change
• Informing how the product works
• Describing available services
• Correcting false impressions
• Reducing buyers’ fears

• To persuade:- Most advertisements are made with the aim of persuasion. Such advertisements aim at
building a selective brand.

• To remind:- Such advertisements are highly effective in the maturity stage of the product. The aim is to
keep the consumer thinking about the product.
Types of Online advertisement
• Floating ads: A floating advert is a kind of wealthy media internet
commercial that appears uninitiated, superimposed over a person-
asked web page, and disappears after a selected time period .

• Expanding ads: These are ads that enlarge whilst customers click on
on them. The ads do now not amplify just from moussing over links,
that's a method utilized by a few other advertisers.

• Wallpaper ads: An ad which changes the history of the page being

considered.
SWOT ANALYSIS
OF Online Advertising
• The SWOT Analysis of Online Advertising involves its strengths,
weaknesses, opportunities, and threats and in this reading of the
SWOT analysis of Online Advertising we will understand the beauty
and wellness of the company in terms of its internal and external
factors.
•DATA ANALYSIS
AND
INTERPRETATION
1.

• The age of the respondent that participated in the research was according to this graph above. The
information shows that :-
• 84% of the people were from the age group of 18-30 years
• 12% were from the age group of 18 or under,
• 2% were from the age group of 30-50 &
• 1% had age that was above 50 or 21-30 year.
• The information shows that people from different age 17 group where able to share their views & ideas
that was allowing us to get assorted information from the several people participating in the research.
2.

• This pie chart showing the interest towards online advertisement,

44% people likes online advertisement, 37% doesn’t like & 19% don’t
pay attention.
3.

• This chart depict that peoples watch online advertisement Daily or not
we can see that 43.4% don’t watch online advertisement daily 39.4%
watch advertisement daily & 17.2% vote for Maybe they watch.
• 4.

• According to 63% peoples the best media for advertisement is online

platform, 20% thinks televisions, 11% thinks newspapers, 5% think
other & 1% think radio.
• 5.

• The graph shows 63% peoples are highly influenced towards

online platforms where as 23% think television is effective mode
of advertisement, 12% think news paper & the rest 2% think
other mode of advertisement is effective according to them.
• 6.

• The graph shows 48% people have medium influence where as 27%
are highly influenced & 25% are not sure that how online advertisement
influence their buying behaviour.
• 7.

• The first bar graph shows 50 peoples are agree that they bought item after being influenced
by online advertisement & that item has met their needs whereas 16 peoples strongly agree
with this, 27 peoples give neutral statement & only 5 people disagree with this statement.
The rest 2 are disagree. (In the case of Online Advertisement)
• The second bar graph shows 39 peoples are agree that they bought item after being
influenced by other advertisement platforms & that item has met their needs whereas 14
peoples strongly agree with this, 39 peoples give neutral statement & only 6 people disagree
with this statement. The rest 2 are disagree. (In the case of other Advertising platform).
• 8.

• The pie chart shows 24% people buy products because it was a familiar
product or brand where as 23% make purchase depends on how
advertisement was interesting, 20% said, they was already planning on the
purchase of that particular product & 19% and 14% people make purchase
decision depending upon the price discount they offered & they are curious
about the product.
• 9.

• The graph depicts 51% of people recently change their mind after
seeing an online advertisement & they have decided that they should
buy it where as 45% think they not change their mind after seeing any
online advertisement. The rest 4% always change their mind set.
• 10.

• The bar graph shows around 57% of people purchase clothing items
by influenced online advertisement where as 50% made purchase
electronics products, 19% & 12% make purchase other house hold
items & grocery products.
• 11.

• We can see that in this bar graph level of satisfaction regarding the
purchase of product by seeing online advertisement. People votes 51%
for 3 Stars where as 25% for 4 stars, 12% for 2 Stars & 6% for both 1 & 5
Star.
• 12.

• The pie chart shows 78% peoples think advertisement is an effective

decisive factor for online shopping where as 15% & 7% maybe & not
think that advertisement is effective way for online shopping.
FINDINGS