This paper discusses internet marketing relevance and investigates antecedents of consumer attitudes toward Internet Advertisement. The analysis is based on a consumer survey conducted in India as well as other countries. For this purpose, a representative quota sample of Internet users in India has been interviewed. The finding of this study provides marketers with an understanding of consumers, their attitude toward advertising, so designers and marketers can better strategize their advertising designs.
Internet advertising, aka Web advertising or online advertising, is a fast growing business. It has already proved to be significantly important in digital economics. For example, it is vitally important for both web search engines and online content providers and publishers because web advertising provides them with major sources of revenue. Its presence is increasingly important for the whole media industry due to the influence of the Web. For advertisers, it is a smarter alternative to traditional marketing media such as TVs and newspapers. As the web evolves and data collection continues, the design of methods for more targeted, interactive, and friendly advertising may have a major impact on the way our digital economy evolves, and to aid societal development. Towards this goal mathematically well-grounded Computational Advertising methods are becoming necessary and will continue to develop as a fundamental tool towards the Web. As a vibrant new discipline, Internet advertising requires effort from different research domains including Information Retrieval, Machine Learning, Data Mining and Analytic, Statistics, Economics, and even Psychology to predict and understand user behaviors. In this paper, we provide a comprehensive...
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...ising banners if they were well designed. Less than twenty-five percent felt that banner advertisements were disruptive; only a third of the respondents said they ignored banners altogether. The “Internet Advertising Bureau” in 1998 found similar results: sixty percent to seventy percent of the respondents of this survey approved advertisement on the internet. Although their results showed that, overall, Internet advertising was more disliked than advertising in general, Internet advertising was found to be superior in terms of customer trust. No more than eighty internet users on their attitudes towards Internet advertising banners and found that eighty percent had a favorable opinion towards banners on the Web. Furthermore with 2000 internet users revealed that brand names were rated more positively after users had looked at advertisement banners for those brands.
Direct-to-consumer (DTC) advertising refers to one of the marketing strategies in a pharmaceutical industry. As pharmaceutical products directly affect people's lives and health, many industrialized countries ban DTC advertisements; the United States and New Zealand are the only industrialized countries that allow DTC advertising of prescription medicines. However, there is a controversy over whether DTC advertising, as one of the most effective forms of mass communication, should be more regulated than it is now. This debate is ongoing. This research argument, however, contends that people need stronger regulations against many DTC advertisements in the pharmaceutical industry because they are usually manipulative and misleading to people.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Advertising may be considered, among the most quietly controversial subjects in our society, and is yet, ever so essential. There are both positive and negative aspects, and although that could be true for anything, advertising is unique in the sense that it requires a constant give and take from consumers. Furthermore, I have investigated certain technological benefits associated with advertising that improve effectiveness, and how advertising benefits consumers. On the contrary, I have evaluated some of the associated ethical issues, the promotion of unnecessary consumerism, psychological effects on learning, how younger generations are becoming less receptive, and the adverse affects on society as a whole. Regardless of the conflicting
Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.
Technology was able to help advertisers research the market and consumer choices. Targeting consumers has enabled companies to cut down on advertising costs. Also, the introduction of many advertising development tools such as animation and photography enabled advertisers to come with interesting and appealing methods of advertising that appeal to consumers. Moreover, the internet was able to revolutionize the way advertisers approach consumers creating an effective intermediary between the business (advertisers) and the consumers. The internet also created the pathway for social media sites to emerge which also had a huge impact on the advertising industry. But, the question that rises is whether the internet became an advertising playground? And if so, is it overshadowing the useful information the internet has to offer. Ads are losing their value to customers due to the redundancy of the ads form and content. Especially that many websites who offers individuals free services will be loaded with inefficient and rather unpleasant ads. Conclusively, technology was able to transform advertising, but where is the line going to be
As a result, broadband penetration has exceeded 67 percent in 2013 (BERNAMA, 2013) and is predicted to have 42.5 million mobile subscribers by 2014 (Mahpar and Mahalingam, 2013). It is also reported that Malaysians spend nearly 20 hours per week online (Nielsen, 2011), with 9 on social networking sites (The Star Online, 2010). This widespread growth in Internet usage is causing an evolution to the media landscape which subsequently affects the advertising industry.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Schlosser, Sharon Shavitt, and Alaina Kanfer, who are experts in the areas of Marketing and eCommerce, Advertising, and Information Technology respectively, found that 63% of those surveyed either disliked or felt neutral about online advertising. (Schlosser) This explains that a large majority of internet users generally dislike online advertisements. There are several valid reasons behind this. One of these reasons is that users view the ads as annoying or intrusive to their internet use. They believe that the advertisements are distracting from the overall content of the webpage. According to a study conducted by Scot McCoy, who is an expert in the field of Management Information Systems, internet users are much less likely to re-visit a website which has advertisements as opposed to a similar site which does not include advertisements. (McCoy) In other words, if a user is able to find a similar site which does not include advertisements, they are much more likely to use and view that site as opposed to one which includes advertisements. However, a downfall of these studies is the fact of how out of date they
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...
...As more and more marketers are getting into online advertisements that is way the trend of internet marketing is increasing rapidly. Marketers know very well that consumers spend more time on internet, so they started targeting internet users. (The economic times, 2004)
So what is Internet Advertising? Internet Advertising is a way of marketing services or products on the World Wide Web. This can be done through search engine o...
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
Many companies have realized through extensive research on the Indian economy that Indian consumers are hugely influenced by different methods of advertising. Indian consumers mostly use to purchase the home durables like Television, Refrigerator, Air conditioners, etc., with only ads in mind. Consumer attitude and behavior hugely influenced by advertisements, as example Life Good (LG) and Samsung are the brands that are most popular in Indian market due to the advertisements, on the other hand Onida the old brand which used to provide huge sales in early 1990’slacked in sales due to less advertisements, as per their manufacturing of products with wide range and less on price, but still the taste are not for consumers.