CHAPTER NO 1.1.
1: Introduction.Almost every one grows up in the world which is flooded with the mass media e.g. television, advertising, films, videos, billboards, magazines, movies, music, newspaper, and internet. Of all marketing weapons, advertising is renowned for its long lasting impact on viewer’s mind, as its exposure is much broader. Advertising is a subset of promotion mix which is one of the 4P’s in the marketing mix i.e. product, price, place and promotion.
As a promotional strategy, advertising serves as a major tool in creating product awareness in the mind of a potential consumer to take eventual purchase decision. Advertising, sales promotion and public relations are mass-communication tools available to marketers. Advertising through all mediums influence audiences, but television is one of the strongest medium of advertising and due to its mass reach; it can influence not only the individual’s attitude, behavior, life style, exposure and in the long run, even the culture of the country. The evolution of advertisement dates back into the ancient times. Societies used symbols, and pictorial signs to attract their product users.
Over centuries, these elements were used for promotion of products. In the early ages, these were handmade and were produced at limited scale for promotions. Later on, this phenomenon gained strength more intensively for promotional purposes. Today’s modern environment, advertisements have become one of the major sources of communicational tool between the manufacturer and the user of the products.
A company cannot make dream to be a well-known brand until they invests in their promotional activities, for which consumer market have been dominating through advertisements. As the primary mission of advertiser is to reach prospective customers and influence their awareness, attitudes and buying behavior. They spend a lot of money to keep individual’s interest in their products. They need to understand what makes potential customers behave the way they would like.
It also appears that advertising may have the potential to contribute to brand choice among consumers. The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently in people’s memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognition influence consideration, evaluation, and finally purchases.
The principal aim of consumer behavior analysis is to explain why consumers act in particular ways under certain circumstances. It tries to determine the factors that influence consumer behavior, especially the economic, social and psychological aspects. When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy.
Traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product. As the market is surplus with several products or services, so many companies make similar functional claim; so, it has become extremely difficult for companies to differentiate their products or services based on functional attributes alone. Differentiations based on functional attributes, which are shown in advertisement, are never long lasting as the competitors could copy the same. Therefore, the marketers give the concept of brand image.
Like by creating the character of the caring mother, the marketer injects emotion into the consumer’s learning and process of advertisements. Doing so advertiser creates those types of advertisements, which carry emotional bond with consumer. Therefore, that consumer is more likely to associate with advertisements of those brands, which have emotional values and messages. Because, positive emotional appeals also provide a strong brand cue and stimulate category-based processing. If the categorization process is successful, then the affect and beliefs associated with this category in memory are transferred to the object itself. Consumers are not only at first confused and disordered in mind, but they also try to categorize the brand association with their existing memory, when thousands of products are faced by them, and they might reposition memories to outline a brand image and perception / concept toward new products.
They can categorize latest information into particular brand or product group label and store them accordingly. This procedure is not only associated to consumer’s familiarity and information, but also attachment and preference of brand. It is also suggested that consumer can disregard or prevail over the dissonance from brand extension.
In today’s dynamic world, it is almost impossible for advertisers to deliver advertising message and information to buyers without use of advertising. Certainly, this may be because of the globalization and accessibility of hundreds of channels for the viewers of this modern era. Now a day, due to globalized economy, this made available a bulk of marketing stimuli to the modern consumers. More often consumerism describes the way of equating personal happiness, with purchasing material possessions and consumption in excess of one’s need.In the latest decades, one of the essential problems of Companies is the knowledge of how the consumer will respond to various things that will be used for achieving their ultimate goal. The study of consumer behavior became a concern for marketers, as they may learn how consumers choose their goods and services required to meet multiple needs, which are the factors that are influencing their choice.
For this purpose Companies now attracts towards online advertising because online advertising has grown rapidly in the last decade. By 2000 online advertising spending in the United States reached $8.2 billion dollars (Hollis 2005). These numbers have increased to $12.7 billion as more people are connected and spend more time online.
Additional devices (such as mobile phones and televisions) are able to provide further internet connectivity. The rapid technology development and the rise of new media and communication channels tremendously changed the advertisement business landscape. However, the growing dependency on internet as the ultimate source information and communication, make it a leading advertisement platform. The beginning of online advertising was in 1994 when Hot Wire sold first Banner on the company’s own site, and later online advertising evolved to become a key factor in which companies achieve fair returns for their products and services. Online retail is attracting an increasing numbers of consumers as well as companies. Every year more businesses set up their own web sites to reach internet users. By the year 2005, revenues from just managing web sites are predicted to reach $35 billion in the US (Cimillica and Bliss, 2000).
At present, Amazon.Com and CD Now are among most successful online companies as reflected by their stock market capitalizations (Zwass, 1999). On the consumer side, Travel Industry Association of America (TIA) reports that in 1998, 25% of Americans used the internet to plan their travel or a vacation versus 10% in 1996 (Kate, 1998). Overall, future internet sales forecasts are very encouraging.
The Forrester Research study predicts that in the US e-commerce will grow from between $7 to $15 billion in 1998 to approximately between $40 to $80 billion by 2002 (US Department of Commerce, 1999). The National Retail Federation (1999) forecasts that internet purchases will grow by almost 400% in the next few years to 41 billion by 2002 from $11 billion in 1999 (National Retail Federation, 1999). Online advertising refers to the type of marketing strategy that involves the use of internet for promotion of products by delivering the marketing messages to the larger consumers. It includes delivering ads to internet users via websites, e-mail, ad supported software’s text messaging and internet enabled cell phones. Philip Kotler in Marketing management Millennium Edition mention that the internet population is younger, more affluent, and better educated and they easily find their way onto the internet, the cyberspace population is becoming more mainstream and diverse. In on-line marketing, it is the consumer, not the marketer, who gives permission and controls the interaction. Internet consumers have around-the-clock access to varied information sources, making them better informed and more discerning shoppers.1.
2: Research Objectives.1. To analyze consumer response to online advertisement and their perception of companies which advertise online2. Determine the relationship between internet advertisement and purchase decision.3. Business can develop more effectively through online advertisement complain.4.
Internet advertising have that fits need.5. Determine the effectiveness of internet advertising on reach and certain of awareness. CHAPTER NO 2.2.1: Review of Literature.
Peter J. Danaher and Guy W. Mullarkey.Peter J. Danaher and Guy W. Mullarkey have published their research article entitled “Factors Affecting Online Advertising Recall: A Study of Students”. In this research article we examine factors that might impact on web advertising recall and recognition.
These factors include the viewing mode, duration of page viewing, and web page context factors, including text and page background complexity and the style of the banner advertisement. Via an experimental design 31 Peter J. Danaher and Guy W. Mullarkey, “Factors Affecting Online Advertising Recall: A Study of Students”- Journal of Advertising Research 2003, p.252-264conducted on a student sample, we manipulate these factors over several levels. The key finding is that the longer a person is exposed to a web page containing a banner advertisement, the more likely they are to remember that banner advertisement. We also find that recognition scores are much higher than both unaided and aided recall scores.
Finally, web users in a goal-directed mode are much less likely to recall and recognize banner advertisements than users who are surfing a site. In addition, a number of personal demographics and site attitude factors are incorporated. The key finding is that web page exposure duration is a strong determinant of banner advertisement recall. Stated simply, the longer a person stays on a particular web page, the more likely they are to remember a banner advertisement on that page. In addition, some minimum and maximum thresholds are observed.
To achieve reasonable advertising recall, some minimum level of exposure (around 40 seconds) is required. However when a user is in surfing mode advertising recognition does not increase appreciably when exposure exceeds 40seconds.In this article the Authors has consider only banner advertising , the other methods of web advertising such as pop-up ads, pop-under ads ,interstitial ads square ads etc. are not considered, which the researcher will consider for the Ph.D. work1) Neelika Arora.
Neelika Arora has published research article entitled “Trends in Online Advertising” in Advertising Express, Dec2004. Neelika Arora,” Trends in Online Advertising”, Advertising Express, Dec2004. The global online advertising revenues are expected to touch US $10bn by 2006. In India, the revenues at present are estimated to be Rs. 80 cr.
and are expected to increase six times more within the next five years. In India, Internet as a medium is accepted by a wider industrial segment that includes automobiles, telecom, education, banking, insurance, cr cards, FMCG (Fast Moving Consumer Goods), apparel/clothing, durables, media, business services and tourism. Out of these, it is estimated that the banking, FMCG and insurance sectors together account for 45% of the total advertising spend. In comparison to this, automotive, travel and retail spend 37% of the total advertising revenue and financial service companies spend 12% only. Some of the top spenders in India are automobiles, followed by brands like Pepsodent, Kellogg’s, Cadbury, HDFC (Housing Development Finance Corporation Ltd.) loans and Sunsilk. In addition to these the early adopters in the field of finance and IT are also increasing their spending. Globally, the trend is that almost 60% of the revenue goes to five firms- Goggle, Yahoo, Microsoft, AOL(America Online Launchers),and Overture.
Approximately, 90% of the Goggle revenues come from advertising. In India, portals like indiatimes.com, exchange4media.com, rediffmail.com, etc. are attracting major online spender. This article explains demographic profile of Indian users.
It also gives the comparison between global trend and Indian trend, which is useful for my research work.2) Shelly Rodgers and Esther Thorson.Shelly Rodgers and Esther Thorson Have published research paper entitled “The Interactive Advertising Model: How Users Perceive and Process Online Ads”. The authors provide an integrative processing model of Internet Advertising, which incorporates the functional and structural schools of thought. The model begins with the functional prospective, which attempts to identify reasons for Internet use. Since most individuals enter cyberspace with some goal or agenda, in mind, the authors argue that a model of online processing should begin with consideration of Internet functions.
These functions, according to the authors, operates conjointly with the user’s mode-ranging from high goal directed to playful-to influence the types of ads web users will attend to and process. The authors offer a broad scheme in which to classify most Internet ads, as well as a number of common features unique to these ads. The authors conclude by offering a number of hypotheses b suggested by the model. Although the internet provides an efficient medium for advertising (Hoffman &Novak, 1996) practitioners are trying to figure out how to maximize this new medium (Eighmey & McCord 1998). Scholars are attempting to do the same. Their approach, however, generally differs from practitioners in the way rigorous theories, methods and models are built, used, tested and retested. Our purpose here is to offer an Interactive model of ad processing that can be used, tested and re-tested by anyone interested in Internet advertising research.
The model differs from 33 Shelly Rodgers and Esther Thorson,” The Interactive Advertising Model: How Users Perceive and Process Online Ads”, Journal of Interactive Advertising, Volume 1, number1, fall 2000. Other online models in the way it incorporates several paradigms, or schools of thought. In short, we propose an interactive information processing model of Internet advertising that incorporates both function and structure. Our rational for doing so is simple.3) Wikipedia (2012).Wikipedia (2012) defined online advertising as a form of promotion that uses the internet and World Wide Web to deliver marketing messages to attract customers. Example of online advertising according to Wikipedia, include contextual ads on search engine results pages, banner ads, blogs, rich media ads, special networking advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an ad server.
4) Choi and Rifon (2012).Choi and Rifon (2002) were of the view that “rapid growth in online advertising revenues indicates the viability of worldwide web advertising as an alternative to that of traditional media considering internet advertising growth, there is little doubt that the internet is a powerful and viable alternative to traditional media advertising.”2.2: Online Advertising & Its Types.Online Advertising.Online advertising is a type of mass communication which is based on traditional form of advertising but develops its own communication strategies in correlation with the new technical and medium based requirements. Broadly, online advertising is about delivering advertisements to Internet/online users via Web sites, e-mail, ad-supported software and Internet-enabled smart phones Examples of online advertising include contextual ads on search engine result pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam etc.
Types of Online advertisement.Floating ads: A floating ad is a type of rich media Web advertisement that appears uninitiated, super imposed over a user-requested page, and disappears or becomes unobtrusive after a specific time period (typically 5-30 seconds). The most basic floating ads simply appear over the Web page, either full screen or in a smaller rectangular window.
They may or may not provide a means of escape, such as a close button. More sophisticated versions can come in any shape or size and include sound, animation, and interactive components.Expanding ads: These are ads that expand when users click on them. The ads do not expand just from musing over hyperlinks, which is a technique used by some other advertisers. They often take a long time to download, which in turn can negatively impact the visitor’s experience on that page.
Polite ad formats were developed to address this challenge by enabling advertisers to serve larger file formats without disturbing the load time for the rest of the images on the page. A polite ad format is loaded in two phases:Phase One: The initial load is a compact image or SWF file that is smaller in size, so there is no delay in loading other contents on the page. This could be the first few frames of the ad, or a teaser.Phase Two: The main load is the full version of the ad. The full ad can have a larger file size. It is loaded only after the whole web page has finished loading into the visitor’s browser.Wallpaper ads: An ad which changes the background of the page being viewed.
Trick Banner: A banner ad that attempts to trick people into clicking, often by imitating an operating system message.Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.2.3: Advantages &Disadvantages of Online Advertising.Advantages of online advertisement. However, is much less expensive and reaches a much wider audience and will probably give you more profit than traditional advertising.
It has a lot of advantages that traditional advertising haven’t even dreamed about. This new form of advertising gives such wide possibilities, that it makes your head spin: video advertising, advertising on social networks, mobile advertising, e-mail advertising, banner advertising, Google Search advertising and a lot more. These are some advantages of online advertising:1: Less Expensive. A main benefit of online advertising is that it has a much affordable price when compared with the traditional advertising costs. On the internet, you can advertise at a way more inexpensive cost for a much wider audience.2: Wider Geographical Reach: Online advertising gives your campaigns global coverage, which helps your online campaigns reach more audiences. This will definitely help you achieve superior results via your online advertising strategy. 3: No Rigorous Payment: This is another appealing benefit of online advertising.
In traditional advertising you have to pay the full amount of money to the advertising agency, no matter the results. In online advertising however, you have to pay only for the qualified clicks, leads or impressions. 4: Easy Result Measurement: The fact that it’s so easy to measure makes online advertising more appealing than the traditional advertising methods. You can find a lot of effective analytics tools in order to measure online advertising results, which helps you know what to do and what not to do in your following campaigns. 5: More Targeted Audiences: In comparison with traditional advertising, online advertising helps you to easily reach the targeted audience, which leads to your campaign’s success. 6: Speed: Online advertising is faster than any of the offline advertising activities and you can start sending out your online ads to a wider audience, the moment you start your advertising campaign. So if you have a large targeted audience online at the time of triggering your online advertisements, then your ad will be served to majority of the audience in no time. 7: Informative: In online advertising, the advertiser is able to convey more details about the advertisement to the audience and that too at relatively low cost.
Most of the online advertising campaigns are composed of a clickable link to a specific landing page, where users get more information about the product mentioned in the ad. 8: Better ROI: Since online advertising is mainly focused on performance based payment, you ROI is sure to be far better when compared with offline advertising. You can also easily track and analyze the performance of your online advertisements and adjust them so as to improve your ROI. 9: Easy Audience Engagement: Most of the online advertisement platform makes is easy for the audience to engage with your ads or products. As an advertiser we would be able to get more feedback from the audience and thereby improve the quality of our ads going forward.
10: Better Branding: Any form of advertising helps in improving the branding and online advertising stands a notch high in improving the branding of your company, service or product. If your digital advertising campaign is well planned, you have the chances of getting your brand name spread virally over a larger audience. Disadvantages of Online Advertising. The biggest disadvantage of advertising on the Internet is that your marketing materials are automatically available for anyone in the world to copy, regardless of the legal ramifications. Logos, images and trademarks can be copied and used for commercial purposes, or even to slander or mock your company.
This is not the case with television and magazine advertising, wherein images must be replicated rather than simply copied electronically. Another disadvantage is the fact that the Internet-advertising gold rush has begun to introduce ad clutter to the Web. Web users are so inundated with banner ads and spam email that they have begun to ignore internet advertising just as much as ads on traditional media. 2.4: Effects ; Opportunities of Online Advertisement.Effects of Online Advertisement.Establish Clear Goals and Objectives As with any marketing communications online advertising needs to be driven by a set of advertising objectives.
The following are possible communication goals that an organization may want to achieve through its communications: • Build brand loyalty • Increase website traffic • Generate sales • Build a social media following • Improve customer convenience Define Target Audience: An organization must know who its target audience is, in terms of their age, gender, income level, etc. Also, their likes and dislikes, preferences, expectations, demands from a product and perception about the organization. Define Communication: The goal is to focus on a single benefit. In trying to communicate too many things, the consumer will only get confused. Select Target Rich Websites: Now that the organization knows who their target audience is and what they need to say, it’s time to find out where their customers are.
What sites do they frequent and how will the organization get its ad displayed on those sites. Choose Ad Placement and Sizes: Where an ad is displayed on a website depends on the website, the ad size, and the budget. Ads placed “above the fold” (ads that can be seen without scrolling down) will get a higher click-through-rate (CTR). But in reality, it all depends on the site, the content, and the visitor.Most important online advertising opportunities in 2013.
Mobile Marketing: This year we will see access to websites by mobile devices rival and surpass access by desktop and laptop environments. Marketers are already taking advantage of this – $22 million was spent on mobile advertising alone for the three months to September quarter in 2012, representing a 190 per cent year on year increase, and a 24 per cent increase on the June 2012 quarter. It’s no longer enough to have a website that “looks ok” in a mobile environment – your website should be responsive and targeted towards what people may want to see on the go. Utilizing search for mobile advertising and developing unique campaigns for these environments is crucial. Social Media Marketing: Social media will become an effective tool in the hands of discerning advertisers. Facebook, in its promotional posts and offers last year, allow marketing within the mobile environment, which is where the majority of users access Facebook. Promoted posts provide businesses with the ability to push a post out to not only fans, but ‘likers’ of fans, increasing the reach dramatically.
Offers allow businesses to present advertised offers which spread virally as people “accept” the offer acting as brand advocates for your brand by pushing this to their friends. This is really only the tip of the iceberg. Social media is projected to ramp up its revenue generating activities.Pinterest: Pinterest has seen massive growth – Pinterest now drives more traffic to business websites than YouTube, LinkedIn and Google + combined. It’s been a quiet achiever when it comes to businesses, as businesses discover ways they can harness this opportunity.
For ecommerce sites, the opportunity is obvious – posting images of products, listing prices and including a URL to the site works well. For other businesses, it’s about thinking strategically with regards to imagery that could help support the brand e.g. home builders showing interior shots of their homes, restaurants posting food images and so on.CHAPTER NO 3.3.1: Research Methodology:Research design: The study is based on both primary data and secondary data. The primary data was collected through structured questionnaire for which samples of 100 respondents were selected for this study.
The collected samples using convenient sampling method was validated and took it for further analysis. Secondary data is also been collected from database sites and articles. The collected data were analyzed with the suitable tools like SPSS (Statistical package for social sciences) with the following assumptions were made on the onset of the project. The research design clear examines the relationship between the advertisements in between male and female and the effect of those online advertisements on their purchase decision making. The advertisements directly have effect on the consumer; they invoke the pleasure of buying the product irrespective of the cost. The most important task is promoting any new product is to create awareness – perception – that the product exists.
The second important task is to provide enough information – learning – about the product for the prospective customer to make an informed decision. Area of the study: The respondents are randomly selected for this study in Faisalabad and Jhang Districts.Research approach:Questionnaires method Survey method is used for collecting data from consumers of internet. We requested all respondents to fill in the questionnaire, by self after explaining the various aspects mentioned in it.
It contained both open and closed ended questions in a structured format very easy to understand on the first look. Sampling Technique: A convenient sample (non – probability sampling method) of 100 consumers was shared up for the current study in which respondent of the study was request to complete the questionnaire on voluntary basisSample Size: The Size of the sample taken in this study is 100. Period of Study:The study was done during March 2018 to April 2018 timeline. Data Usage: For analysis and interpretation, only primary data is used. However for conclusion and recommendations both primary and the secondary data along with the verbal knowledge and information although obtained from respondents, though they are outside the parameters of questionnaire were also included. The data collected from these sources were analyzed using various tools like percentage analysis, Frequencies table analysis method.
Research Instrument: The data is collected by well developed, structured five point Likert Scale is considered. All of the questionnaires were distributed among the respondents in the defined areas. The data is collected in a period of 5 days and the responses were fed into the Statistical Package for Social Science (SPSS) version 20.0 of IBM for analysis and evaluation.
The questionnaire has been classified into two parts such as part I and part II. Part I explains the introduction about the respondents and the part two describes the use of internet and their interest in online advertisements they have seen. Here the Likert scale has been considered which consists of 5 point scale where 5 as strongly disagree and 1 as strongly agrees. For the analysis of the responses, under the five point Likert Scale, it is defined as • Strongly agree (1 point) • Agree (2 point) • No opinion (3 point) • Disagree (4 point) • Strongly disagree (5 point) Tools: Frequencies and Percentage analysis have been calculated for the responses of the respondents CHAPTER NO 4.4.1: Data Analysis.
In this research an attempt has been made to find out the practices of online advertising and the research is directed to find out the influence of online advertising on consumer buying behavior. Consumer buying behavior has been measured on the basis of gender, age, income, education and occupation. 100 Peoples this is the data collocated a fresh and for the first time. And thus happen to be original in character for the purpose of research. The researcher has collected the data through primary sources. The data has been collected through questionnaire. The area of research is the viewers of online advertising in Faisalabad and Jhang District.In this research project the data is collected from various sources of secondary data.
The data has collected through various sources of secondary data such as newspapers, research papers, articles, reports, magazines, journals, online services and various websites on the internet. Statistical Analysis4.2: Graphical Representation:Table.
4.1Frequencies of respondents regarding the statement “Gender……”Gender Frequency Percent Valid Percent Cumulative PercentValid Male 67 67.0 67.0 67.0 Female 33 33.0 33.0 100.0 Total 100 100.
0 100.0 Interpretation:This table shows that there were 67% Male respondent and 33% Female respondent. Table. 4.2 Frequencies of respondents regarding the statement “Age……” Age Frequency Percent Valid Percent Cumulative PercentValid Under-20 14 14.0 14.0 14.
0 20-40 75 75.0 75.0 89.0 40-60 10 10.0 10.0 99.0 Over 60 1 1.
0 1.0 100.0 Total 100 100.0 100.
0 Interpretation:This table shows that there were 75% respondent of 20-40 age and 14% under 20 age and other 11% are above than age 40 year. Table. 4.
3Frequencies of respondents regarding the statement “Education……”Education Frequency Percent Valid Percent Cumulative PercentValid Primary School 3 3.0 3.0 3.0 Secondary School 27 27.0 27.0 30.0 Bachelor/College 41 41.
0 41.0 71.0 Master 27 27.0 27.0 98.0 P.
H.D 2 2.0 2.0 100.
0 Total 100 100.0 100.0 Interpretation:This table shows that there were 41% respondent having Bachelor education and while other all 59% respondent are having primary, secondary, Master and P.H.D Education.
Table. 4.4Frequencies of respondents regarding the statement “Occupation……”Occupation Frequency Percent Valid Percent Cumulative PercentValid Student 46 46.0 46.0 46.
0 Businessman 23 23.0 23.0 69.0 Worker 20 20.0 20.0 89.0 Other 11 11.0 11.
0 100.0 Total 100 100.0 100.0 Interpretation: This table shows that 46% respondents were students there and while other all 54% respondents were workers, businessmen or having some other occupations. Table. 4.
5Frequencies of respondents regarding the statement “Monthly Income……”Income Frequency Percent Valid Percent Cumulative PercentValid Under 10,000 43 43.0 43.0 43.0 10,000-25,000 29 29.
0 29.0 72.0 25,000-40,000 14 14.
0 14.0 86.0 40,000-60,000 7 7.
0 7.0 93.0 Over 60,000 7 7.0 7.0 100.
0 Total 100 100.0 100.0 Interpretation: This table shows that there were 43% respondents having monthly income under 10,000 while other all 57% respondents having income more than 10,000. Table. 4.6Frequencies of respondents regarding the statement “On average how many hours do you spend on the internet in one day?”Hours Frequency Percent Valid Percent Cumulative PercentValid Less than one Hours 10 10.
0 10.0 10.0 1-3 Hours 58 58.0 58.0 68.
0 3-5 Hours 30 30.0 30.0 98.0 More than 7 Hours 2 2.
0 2.0 100.0 Total 100 100.0 100.
0 Interpretation:This table shows that there were 58% respondents using internet 1-3 hours a day while other all 42% respondents using internet less than one hour to more than 7 hours. Table. 4.7Frequencies of respondents regarding the statement “What is main reason for you to access the internet?”Use Internet Frequency Percent Valid Percent Cumulative PercentValid Downloading free Software 1 1.0 1.0 1.0 searching Information 59 59.
0 59.0 60.0 Online Shopping 37 37.
0 37.0 97.0 Sending E-mail 3 3.0 3.0 100.0 Total 100 100.
0 100.0 Interpretation: This table shows that there were 59% respondents using internet for searching information while other all 41% respondents using internet for other purposes. Table. 4.
8Frequencies of respondents regarding the statement “Have you ever paid attention to the advertising on internet?”Attention Frequency Percent Valid Percent Cumulative PercentValid Yes 99 99.0 99.0 99.0 No 1 1.0 1.0 100.
0 Total 100 100.0 100.0 Interpretation:This table shows that there were 99% respondents whose pay attention on internet advertising and 1% are not pay. Table. 4.9Frequencies of respondents regarding the statement “Do you think online advertisement is important?”Important Frequency Percent Valid Percent Cumulative PercentValid Yes 82 82.0 82.0 82.
0 No 18 18.0 18.0 100.0 Total 100 100.0 100.0 Interpretation:This table shows that there were 82% respondents whose think online advertising is important while other all 12% think it’s not important. Table. 4.
10Frequencies of respondents regarding the statement “Does online advertisement influence your shopping trends?”Influence: Frequency Percent Valid Percent Cumulative PercentValid Yes 84 84.0 84.0 84.0 No 16 16.0 16.
0 100.0 Total 100 100.0 100.0 Interpretation:This table shows that there were 84% respondents those think online advertisement influence their shopping trend while other all 16% respondents thinks it’s not effect shopping trend. Table. 4.11Frequencies of respondents regarding the statement “What types of advertisement are you interested in?”Adver_Type: Frequency Percent Valid Percent Cumulative PercentValid New Products Launch 45 45.0 45.
0 45.0 Product feature Ads 31 31.0 31.0 76.
0 Sale Promotion 18 18.0 18.0 94.0 Public relation Use 6 6.0 6.0 100.0 Total 100 100.0 100.
0 Interpretation:This table shows that there were 45% respondents those are interested in new products launch advertisement while other all 55% respondents are interested in other types of advertisement. Table. 4.12Frequencies of respondents regarding the statement “Which types of internet advertising seems to be mostly interested for you?”Adver_Seems: Frequency Percent Valid Percent Cumulative PercentValid Banner Ads 53 53.0 53.
0 53.0 Sponsorship 12 12.0 12.0 65.0 Pop-Ups 17 17.
0 17.0 82.0 Flash Ads 3 3.0 3.0 85.
0 E-mails Ads 15 15.0 15.0 100.0 Total 100 100.0 100.0 Interpretation:This table shows that there were 53% respondents those are interested in Banner ads while other all 47% respondents are interested in other types of online advertisement. Table.
4.13Frequencies of respondents regarding the statement “The internet advertising can create awareness of products?”Pro_Awarness: Frequency Percent Valid Percent Cumulative PercentValid Agree 65 65.0 65.0 65.0 Disagree 3 3.0 3.0 68.0 Strongly Agree 8 8.
0 8.0 76.0 Strongly Disagree 4 4.0 4.
0 80.0 Average 20 20.0 20.0 100.0 Total 100 100.0 100.
0 Interpretation: This table shows that there were 65 % respondents are agree with that online advertisements are create awareness about products while other all 35% are Average, and disagree respondents. Table. 4.14Frequencies of respondents regarding the statement “Advertising is beneficial to consumer because it provides important information about goods and services”Beneficial: Frequency Percent Valid Percent Cumulative PercentValid I agree 87 87.0 87.0 87.
0 I disagree 1 1.0 1.0 88.0 Not Sure 12 12.
0 12.0 100.0 Total 100 100.0 100.0 Interpretation:This table shows that there were 87% respondents those were agree with that advertising is beneficial and gave important information about products while other all 13% respondents are not sure about that or disagree with that. Table. 4.15Frequencies of respondents regarding the statement “The more time an advertisement is viewed by consumer the more likely the consumer is to go and buy the product?”Adver_View: Frequency Percent Valid Percent Cumulative PercentValid I agree 66 66.
0 66.0 66.0 I disagree 1 1.0 1.0 67.0 Not Sure 33 33.
0 33.0 100.0 Total 100 100.0 100.
0 Interpretation: This table shows that there were 66% respondents those were agree with that the more time an advertisement is viewed by consumer the more likely the consumer is to go and buy the product while other 34% respondents are not sure or disagree about that. Table. 4.
16Frequencies of respondents regarding the statement “What do you look out for in an advertisement?”Look out Advert Frequency Percent Valid Percent Cumulative PercentValid A brand that I am familiar with and Trust 16 16.0 16.0 16.0 Product Information 28 28.0 28.0 44.0 Price Information 28 28.0 28.
0 72.0 Celebrities and Famous People 16 16.0 16.0 88.
0 Discount and Deals 10 10.0 10.0 98.0 A level of Consumer Interaction 2 2.0 2.0 100.0 Total 100 100.0 100.
0 Interpretation:This table shows that there were 28% respondents those look out for product information in the advertisement and there were 28 % also those look advertisement for price information while other all respondents are lookout for other purposes. Table. 4.17Frequencies of respondents regarding the statement “Which method of online advertising are most influential on your buying behavior?”Buying Behavior Frequency Percent Valid Percent Cumulative PercentValid Google Adverts Method 9 9.0 9.
0 9.0 Facebook Adverts 54 54.0 54.0 63.0 OLX Adverts 9 9.0 9.0 72.
0 YouTube Adverts 21 21.0 21.0 93.0 Amazon Adverts 7 7.0 7.0 100.0 Total 100 100.0 100.0 Interpretation:This table shows that there were 54% respondents Facebook advertisement method are very effective for their buying behavior while other all 46% respondents thinks other method of online advertisements are effective. Table. 4.18 Frequencies of respondents regarding the statement “Which of these factors influence your purchasing decision at the first look?”Purchase: Frequency Percent Valid Percent Cumulative PercentValid The advertising is Interesting 32 32.0 32.0 32.0 Want to Imitate the actors in the Advertisement 15 15.0 15.0 47.0 There are Big Numbers of Like 36 36.0 36.0 83.0 Familiar Brand 17 17.0 17.0 100.0 Total 100 100.0 100.0 Interpretation: This table shows that there were 36% respondents those think the number of likes about the product can influence their purchasing decision while other 64% thinks about on the other factor. Table. 4.19 Frequencies of respondents regarding the statement “In general, how confident do you generally feel using information you see in an advertisement to make a purchase decision?”Confident: Frequency Percent Valid Percent Cumulative PercentValid Extremely 24 24.0 24.0 24.0 Very 27 27.0 27.0 51.0 Neutral 27 27.0 27.0 78.0 Some What 20 20.0 20.0 98.0 Not at All 2 2.0 2.0 100.0 Total 100 100.0 100.0 Interpretation: This table shows that there were 27% respondents those are neutral and there are also 27 % respondents those are very confident they feel of using information they see in advertisement for make a purchase decision. While other 24 % respondents are extremely confident and other 20% respondents are somewhat confident. CHAPTER NO 5.5.1: Conclusion:According to my point of view today’s scenario is full of, up-to-the-minute need of contemporary future, which is becoming technically an inevitable part of our life. The size and range of online advertisement is increasing dramatically. Businesses are spending more on online advertisement than before. Understanding the factors that influence online advertisement effectiveness is crucial. An internet broadcast model is what many major advertisers have been waiting for. They want to make Internet advertising more like television advertising. Actually, they want to make it better than TV advertising: all visuals impact of traditional broadcast with the additional value of interactivity. The goal of advertisers is to make their ads more involving. Interactive advertising allows customers to become more involved because they initiate most of the action. Experiences during this interaction will drive brand attitudes.The purpose of this study is to analyze different types of online advertising and explore how online advertisements effect consumers purchasing behavior. This is the data collocated a fresh and for the first time. And thus happen to be original in character for the purpose of research. The data was collected through primary sources. The data has been collected through questionnaire and its sample size was 100.The data is analysis through SSPS (Statistical Package for Social Sciences) software by using frequency method. The area of research is the viewers of online advertising in Faisalabad and Jhang District. According to my point of view my whole research consist of the influence of internet advertising on consumer buying behavior. In this research I have seen that most of the people are interested in online advertising type banner ads and other internet recourses like Facebook are very famous in the mean of online advertising.5.2: Appendix (A).Q.No.1: Name of Respondent. ……………………………………..Q.No.2: Gender………………?(a) Male (b) FemaleQ.No.3: Age…………………..?(a) Under 20 (b) 20-40 (c) 40- 60 (d) Over 60 Q.No.4: Education……………..?(a) Primary School (b) Secondary School (c) Bachelor/College(d) Masters (e) P. H. DQ.No.5: Occupation…………………?(a) Student (b) Businessman (c) Worker (d) Others …………………Q.No.6: Monthly Income………………………?(a) Under 10,000 (b) 10,000-25,000 (c) 25,000-40,000(d) 40,000-60,000 (e) Over 60,000Q.No.7: On average how many hours do you spend on the internet in one day?(a) Less than one hour a day (b) 1-3 hours a day(c) 3-5 hours a day (e) 5-7 hours a day (f) More than 7 Q.No.8: What is main reason for you to access the internet?(a) Downloading free Software (b) Searching Information(c) Online Shopping (d) Sending E-mailQ.No.9: Have you ever paid attention to the advertising on internet?(a) Yes (b)NoQ.No.10: Do you think online advertisement is important?(a) Yes (b)NoQ.No.11: Does online advertisement influence your shopping trends?(a) Yes (b)NoQ.No.12: What types of advertisement are you interested in?(a) New products launch (b)Product feature Ads (C) Sale promotion (d) Public relation newsQ.No.13: Which types of internet advertising seems to be mostly interested for you?(a) Banner ads (b)Sponsorship (c) Pop-ups (d) Flash ads(e) Email adsQ.No.14: The internet advertising can create awareness of products?(a) Agree (b) Disagree (c) Strongly agree (d) Strongly disagree (e) AverageQ.No.15: Advertising is beneficial to consumer because it provides Important information about goods and services?(a) I agree(b) I disagree(c) Not sureQ.No.16: The more time an advertisement is viewed by consumer the more likely the consumer is to go and buy the product?(a) I agree(b) I disagree(c) Not sureQ.No.17: What do you look out for in an advertisement? (a) A brand that I am familiar with and trust(b) Product information(c) Price information(d) Celebrities and famous people(e) Discount and deals(f) A level of consumer interactionQ.No.18: Which method of online advertising are most influential on your Buying behavior?(a) Google adverts method(b) Facebook adverts(c) OLX adverts(d) YouTube adverts(e) Amazon advertsQ.No.19: Which of these factors influence your purchasing decision at the first look?(a) The advertising is interesting (b) Want to imitate the actors in the advertisement (c) There are big numbers of “like”(d) Familiar brand Q.No.20: In general, how confident do you generally feel using information you see in an advertisement to make a purchase decision?(a) Extremely(b) Very (c) Neutral (d) Somewhat (D) Not at All5.3: Findings:1. Table.4.1: shows that there were 67% Male respondent and 33% Female respondent.2. Table.4.2: shows that there were 75% respondent of 20-40 age and 14% under 20 age and other 11% are above than age 40 year. 3. Table.4.3: shows that there were 41% respondent having Bachelor education and while other all 59% respondent are having primary, secondary, Master and P.H.D Education4. Table.4.4: shows that 46% respondents were students there and while other all 54% respondents were workers, businessmen or having some other occupations.5. Table.4.5: shows that there were 43% respondents having monthly income under 10,000 while other all 57% respondents having income more than 10,000.6. Table.4.6: shows that there were 58% respondents using internet 1-3 hours a day while other all 42% respondents using internet less than one hour to more than 7 hours.7. Table.4.7: shows that there were 59% respondents using internet for searching information while other all 41% respondents using internet for other purposes8. Table.4.8: shows that there were 99% respondents whose pay attention on internet advertising and 1% are not pay.9. Table.4.9: shows that there were 82% respondents whose think online advertising is important while other all 12% think it’s not important.10. Table.4.10: shows that there were 84% respondents those think online advertisement influence their shopping trend while other all 16% respondents thinks it’s not effect shopping trend.11. Table.4.11: shows that there were 45% respondents those are interested in new products launch advertisement while other all 55% respondents are interested in other types of advertisement.12. Table.4.12: shows that there were 53% respondents those are interested in Banner ads while other all 47% respondents are interested in other types of online advertisement.13. Table.4.13: shows that there were 65 % respondents are agree with that online advertisements are create awareness about products while other all 35% are Average, and disagree respondents14. Table.4.14: shows that there were 87% respondents those were agree with that advertising is beneficial and gave important information about products while other all 13% respondents are not sure about that or disagree with that.15. Table.4.15: shows that there were 66% respondents those were agree with that the more time an advertisement is viewed by consumer the more likely the consumer is to go and buy the product while other 34% respondents are not sure or disagree about that16. Table.4.16: shows that there were 28% respondents those look out for product information in the advertisement and there were 28 % also those look advertisement for price information while other all respondents are lookout for other purposes17. Table.4.17: shows that there were 54% respondents those think Facebook advertisement method are very effective for their buying behavior while other all 46% respondents thinks other method of online advertisements are effective18. Table.4.18: shows that there were 36% respondents those think the number of likes about the product can influence their purchasing decision while other 64% thinks about on the other factor.19. Table.4.19: shows that there were 27% respondents those are neutral and there are also 27 % respondents those are very confident. They feel the using of information they see in advertisement for make a purchase decision. While other 24 % respondents are extremely confident and other 20% respondents are somewhat confident.5.4: References:1. Aldridge A, Forcht K, Pierson J. get linked or get lost: marketing strategy for the Internet, Internet Research. 1997; 7(3):161-169. 2. Anderson RE, Srinivasan SS. 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