Internet Users’ Perception towards Online Advertisements

As the Internet gains traction, advertisers have embarked on a major initiative to tap the potential of the fast-growing marketing medium. The marketing landscape has changed completely in the Internet era. Online advertising is perceived as a cost-effective medium for promotional activities. Advertisers can segregate users/consumers in terms of geographical presence, consumption pattern and time-tracking behaviour. Further, marketers can choose relevant advertisements to meet their business objectives. The present article examines the types of online advertisements most commonly used and the frequently noticed advertisements covering major cities in India. The article also aims to understand the primary reasons for accessing the Internet and to find out if there is any relationship with online advertising.