Associate Professor,
The project work has been undertaken with a view to study on the Internet advertising effectiveness on consumer. With the fast growth in technical know-how, the internet is becoming an important one stop point for consumers in finding most of their needs. Be it communication, entertainment, shopping, information search, it serves as a key for all the requirements. Many consumers are online every day for their personal work, but do they notice the ads, banners displayed on that webpage and most important their recall value. The current study investigated the effectiveness of internet advertising on consumer behaviour. The study determines the effectiveness of internet advertising on reach and creation of awareness; to establish the reliability of internet advertising through recall; and to determine the relationship between internet advertising and consumers.
The study found that internet advertising was effective on reach and creation of awareness due to diverse usage, and established that its reliability as an advertising media was little compared to TV. Internet advertising has significant relationship with purchase decision of the consumers and therefore is a key determinant in influencing consumer behaviour.
