Effects Of 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, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher 's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers

Online ad revenues may not adequately replace other publishers ' revenue streams. Declining ad revenue has led some publishers to hide their content behind paywalls.

With the growing age of internet, and the increasing trend of people using the internet for shopping and searching, the marketers are facing a lot of competition in order to keep in mind what the consumers are looking for and how to target them.

In this research, the effect of online advertising on consumer buying behaviors will be studied to see what factors influence a consumer’s purchase. Moreover, different other e-marketing strategies used by the marketers in order to analyze the strength of online advertising will also be looked upon.

The reason this topic was chosen is because of the increasing trend of people towards internet. Moreover, it’s the “IN” thing these days as multinational companies such as P&G and Unilever are advertising online on social websites. This is because it is cost effective and consumes less time and they can target everyone through it.

The problem at hand basically is that as compared to other countries, the trend of consumers shopping online is very less. This is because of the risk involved and because of the increase in online

• The cost of advertising is relatively low because of wide publication. Generally newspapers are published daily. Thus, the same advertisement can be repeated frequently and remind reader everyday. The matter of advertisement can be given to newspaper at a very short notice. Are even last minute change in the content is also possible .this makes advertising quite flexible.

Limitations of newspapers:

• Newspaper are read soon after they are received and then are kept generally in some corner of the houses after 24 hours we get a fresh newspaper and this makes the life of the newspaper short.

• People read newspaper mainly for news and pay casual attention to advertisement.

• Illiterate persons can not read and thus, newspaper advertising does not benefit them.

b) Periodicals

Periodicals are publications which come out regularly but not on a daily basis. These may be published on a weekly, fortnightly, monthly, bimonthly, quarterly or even yearly basis. For example you must have come across magazines and journals like India Today, Femina, etc. All these periodicals have a large number of readers and thus, advertisements published in them reach a number of