1Director, Institute of Management, Pt. Ravishankar Shukla University, Raipur
2Professor, Faculty of Management Studies, Shri Shankaracharya Group of Institutions, Bhilai
3Principal, Kripajal Business School, Bhubaneswar
*Corresponding Author E-mail: ashish_1k@rediffmail.com
Online published on 21 September, 2013.
Advertising has been found to be one of the major predictors of sales. Newspapers, highway hoardings, magazines, road shows etc. are the traditional methods to build up brand and bring the notice of consumers to the product. But the advent of information technology has influenced the advertising media and has caused a dramatic change in the method of advertising even in the developing economies. A large number of consumers refer to internet while making a purchase decision.
The paper aims at finding out the impact of online advertisement on the in – store sales. The study has been conducted through the opinion of in – store consumers who are internet users. The study is supposed to help the policy makers in designing online advertisement.
Online Advertisement, Product Segment, In-Store Sales
