ONLINE ADVERTISING TECHNOLOGY – A STUDY WITH SPECIAL

REFERENCE TO UNIVER CELL, CHENNAI

By

P. MANONMANI

Roll No.

0905MBA1152

Reg. No

68309100149

A PROJECT REPORT

Submitted to the

FACULTY OF MANAGEMENT SCIENCES

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

CENTRE FOR DISTANCE EDUCATION

ANNA UNIVERSITY CHENNAI
CHENNAI 600 025

February, 2011
 BONAFIDE CERTIFICATE

CertifiedCertified that the Project report titled ONLINE ADVERTISING TECHNOLOGY –

A STUDY WITH SPECIAL REFERENCE TO UNIVER CELL, CHENNAI is the

bonafide work of Mr. / Ms. PRIYA ABRAHAM who carried out the

work under my supervision. Certified further that to the best of my knowledge the work

reported herein does not form part of any other project report or dissertation on the basis

of which a degree or award was conferred on an earlier occasion on this or any other

candidate.

Signature of Guide

Name : P.MANONMANI Name : PRIYA ABRAHAM

(in capital letters) (in capital letters)
Roll No. : 0905MBA1152 Designation :
Reg. No. : 68309100149 Address :

Signature of Project-in-charge

Name : A.K.SHEIK MANZOOR

(in capital letters)
Designation :
 Certificate of Viva-voce-Examination

This is to certify that Thiru/Ms./Tmt. …………………………………...

(Roll No. ……………………; Register No. …………………..……) has been subjected

to Viva-voce-Examination on ……………………(Date) at ……………..(Time) at the

Study centre ……………………………………………………………………………..…

………………………………………………………………………………………………

………..(Name and Address of the Study centre).

Internal Examiner External Examiner

Name : Name :
(in capital letters) (in capital letters)
Designation: Designation :
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Coordinator
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 ABSTRACT

This project aims at study and analysis of online advertising technology. Online advertising

is a form of promotion that uses the Internet and World Wide Web for the expressed purpose

of delivering marketing messages to attract customers. This project analyse the factors

affecting the online advertising technology. This project helps to know the effectiveness of

the online advertising technology on the people in the industry. This primary objective is

to know the effectiveness of online advertising strategy in purchasing. The secondary

objective is to study on what basis people are attracting in online advertising and to study

on effectiveness of advertisement formats.

Methodology: Survey Method

Sample Size: 150

There were a number of motivating factors that can be discovered through the analysis of the

collected data. We looked at those which are most effective and played significant rules in

customer decision. These factors are grouped into three categories: Product, Motivation, and

Demographic.

The other demographic factor that was independently surveyed was concerning the range of

income of participants. As the following figure shows, the most active group was the $30,000

- $40,000 income range.

As stakeholders, the participants were asked what type of online advertisement would appeal

to them the most. The responses in the following table show that embedded video

advertisement (40%) followed by animations are the types of online advertisements that catch

the consumer's attention. Finally, the participants were asked how many actual purchases or

transactions they made within the five months period through online advertisements.
 ACKNOWLEDGEMENT

We express our deep sense of gratitude and heartfelt thanks to our guide,

Mrs. R. Priya Abrahm, M.B.A., M.Phil, Lecturer, Velammal College of Management and

Computer studies, Chennai-66, for his keen interest, useful suggestions and invaluable

Guidance throughout the course of this project.

Student Name: P.Manonmani

 TABLE OF CONTENTS

ABSTRACT 4
ACKNOWLEDGEMENT 5
TABLE OF CONTENTS 6
LIST OF TABLES 7
LIST OF FIGURES 8
1. INTRODUCTION 9
1.1 Research background 9
1.2 Identified Problem 11
1.3 Need for study 12
1.4 Objective and scope 16
1.4.1 Primary objective 16
1.4.2 Secondary objective 16

1.5 Deliverables 16

2. LITERATURE SURVEY 17
2.1 Review of Literature 17
3. METHODOLOGY 19
3.1 Methodology
3.2 Target Respondents 20
3.3 Assumptions and Limitations 20
3.4 Sampling Method 21
3.5 Tools for Analysis 22
4. DATA ANALYSIS AND INTERPRETATION 22
4.1 Data Analysis
4.2 Data table on analysis on reaching out of products 25
4.3 Chart for analysis on reaching out of products 25
4.4 Analysis on most attractive ad’s 26
4.5 Chart for analysis on most attractive ad’s
4.6 Analysis on factors attracting in online Advertisements 27
4.7 Chart for analysis on factors attracting in online Advertisements 27
4.8 Analysis on age group inn online Advertising 28
4.9 Chart for analysis on age group inn online Advertising 28
4.10 Analysis on salary factors in online advertising 29
4.11 Analysis on salary factors in online advertising 29
5. CONCLUSIONS 30
5.1 Findings 31
5.2 Conclusions 31
5.3 Directions for future research 32

6. APPENDIX 33
7. REFERENCES 37
 LIST OF TABLE

1. Analysis on reaching out of products in advertisements media

2. Analysis on most attractive ad’s

3. Analysis on factors attracting in online Advertisements

4. Analysis on age group inn online Advertising

5. Analysis on salary factors in online advertising

 LIST OF FIGURES

1. Analysis on reaching out of products in advertisements media

2. Analysis on most attractive ad’s

3. Analysis on factors attracting in online Advertisements

4. Analysis on age group inn online Advertising

5. Analysis on salary factors in online advertising

 CHAPTER 1 – INTRODUCTION

1.1 RESEARCH BACKGROUND

The emerging area of interactive advertising presents fresh challenges for advertisers who

have hither to adopted interruptive strategies. This paper explores various online

advertisement factors that motivate consumers to recall online advertisements. The emerging

area of interactive advertising presents new challenges for advertisers who have hitherto

adopted an interruptive strategy. In contrast to conventional forms of interruptive advertising,

the viewer has actually chosen to see the commercial. This new mindset, not surprisingly,

holds for the way in which the audience is willing to engage with ads. Online advertising

reduces costs, increases efficiency, provides more flexibility and as a global medium, the

Internet enables buyers and sellers to interact and manage business transactions. The

promotion of online sales and advertising revenue in the US has grown from $8.23 billion in

2000 to $12.5 billion in 2005. According to a survey conducted by the American Advertising

Federation, the percentage of media budgets allocated to online advertising represented

14.1% in 2005, a figure that is projected to hit 1 9. 1 % by 2006. Perhaps it is its immediate

responds that make online advertising one of the fastest growing methods of targeting

consumers (Homer, 2005). However, there have been growing concerns about invasion of

privacy Aaker & Stayman, 2005) and access to advanced technology.

From the buyer's perspective, the limitations include the inability to touch, smell and taste or

try-on tangible goods before making an online purchase. A survey of 410 marketing

executives indicated that insufficient ability to measure impact, a lack of internal capability,

and difficulty convincing senior management as the top three barriers to entry for large

companies looking to market online. However, as Advertisers increase and shift more of their

budgets online, it is now overtaking radio in terms of market share (Clark, 2002). The
objective of this research was to study the type advertising factors that motivate consumer

recall of online advertisements. According to Internet World Stats, as of September 2007, the

world's population is estimated to 6,574,666,417, where 1,244,449,601 are using the Internet.

In fact, the United States of America had the greatest contribution with regards to the number

of Internet users, since 212,080,135 or 70.2% of USA's population had been captured by the

power of Internet. Such great population of Internet users had now undoubtly encouraged

businesses and entrepreneurs to advertise online (Bruner, 2000; Ducoffe, 2004).

Most websites earning revenues through online advertising.

Facebook,Twitter,Myspace revenue stream Insights.

1.2 IDENTIFIED PROBLEM

Many industries are concentrating in advertising technology to promote their products. Now

Many media’s are available in the advertising technology. So each industry searching the

Best advertising media which reach people easily and to promote to buy their products.

Many advertising media’s are available. But recently online advertisements in the internet

Reaches people more easily. Because 70% of the people in the world uses internet frequently.

So reaching of products in online advertisements is very easy.

Online advertising requires effective strategies in reaching customers Zinkhan & Watson,

2004) These strategies may include personalization and integration of multimedia and real-

time interactions. The largest revenue shares within Internet advertising are generated by

display-based and search-based advertising. The latter utilizes the Internet user's search

engine query to determine which advertisements are displayed. Search-based advertising

accounted for approximately $5.1 billion in 2005, 41% percent of total Internet advertising

revenue. Google and Yahoo are leaders in the search-based advertising market (Goldberg &

Gorn, 2005). Unlike traditional media, online advertising generally through its search engine

provides advertisers with access to large affiliate networks as well as opportunities for

display-based and search-based advertising (Green, 2001; Chen & Wells, 2005). In addition

to keyword-based advertisements, advertisements can be delivered based on geographical

data contained in a consumer's IP address. For example, a user with an IP address originating

from Baltimore might receive an offer to purchase Baltimore Ravens tickets while visiting a

football-related website. Visiting the same website at the same time, a user from Philadelphia

might instead receive an ad for Philadelphia Eagle tickets (Toon, 2004)

Advertisements average generates a higher quality visitor, and there is substantial variability
even among the top 3 search terms in visitor quality. The term Customer Loyalty generates
visitors with a shorter visit length and lower newsletter subs.

So this project aims at to know the effectiveness of online advertisements in the purchasing.

Secondly this project what basis people are attracting in online advertising and To Study
on Effectiveness of ad formats.
1.3 NEED FOR STUDY

Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads on search engine results pages, banner ads, Rich Media
Ads, Social network advertising, interstitial ads, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam.

Online advertising is a form of promotion that uses the Internet and World Wide Web for the

expressed purpose of delivering marketing messages to attract customers. Examples of online

advertising include contextual ads on search engine results pages, banner ads, Rich Media

Ads, Social network advertising, interstitial ads, online classified advertising, advertising

networks and e-mail marketing, including e-mail spam.

One major benefit of online advertising is the immediate publishing of information and

content that is not limited by geography or time. To that end, the emerging area of interactive

advertising presents fresh challenges for advertisers who have hitherto adopted an

interruption strategy.

Another benefit is the efficiency of advertiser's investment. Online advertising allows for the

customization of advertisements, including content and posted websites. For example, Ad

Words, Yahoo! Search Marketing and Google Ad-sense enable ads to be shown on relevant

web pages or alongside search results of related keywords.

One major benefit of online advertising is the immediate publishing of information and
content that is not limited by geography or time. To that end, the emerging area of interactive
advertising presents fresh challenges for advertisers who have hither to adopted an
interruptive strategy.
Another benefit is the efficiency of advertiser's investment. Online advertising allows for the
customization of advertisements, including content and posted websites. For example, Ad
Words, Yahoo! Search Marketing and Ad Sense enable ads to be shown on relevant web
pages or alongside search results of related keywords.

Internet is fast emerging as a powerful medium of advertising in the new millennium. With
the number of Internet users increasing manifold, the new medium is viewed as the
advertiser's dream. The Internet is the fastest growing medium in the 2000’s with millions of
users and an average estimated growth of 124% annually.

Internet advertising is becoming a part of some companies marketing strategy- however it

requires new strategies and thinking. The benefits of Internet advertising is its ability to cover
people from different geographical area with varied tastes and preferences.

“We know that newspapers have a very limited ability to target audiences,” said Bonatti, who
worked with Yale University economics professor Dirk Bergemann on his research into the
issue. “Specialized magazines can do better, while Google has a very good ability to target
who’s browsing each page. So while online advertising certainly has the potential to drive out
traditional advertising, it does not necessarily follow that online advertisers will make more
money.

It is depends on the concentration of the online advertising industry. As technology keeps

improving, more and websites will be able to sell narrow products to very specialized
audiences, diluting the profits that can be made through specialized advertising. “Instead of
competing for one large pool, one big market, you will have price war in each targeted
segment as the slice gets more and more narrow.”

The Future of Advertising Project, from the Wharton School and the Advertising Research
Foundation (ARF), finds that and online advertising are the most effective mediums. The
study also found that DVRs aren't cutting companies' profits from advertising but TV
advertising does lose money for most businesses.
The results of our research showed that when DoubleClick Ad Exchange wins the auction,

Publishers generate 188% more revenue, on average, net of revenue sharing and ad serving

fees, compared with fixed upfront sales of non-guaranteed display advertising. These

results are aggregate across all publishers participating in the Ad Exchange. We included

both branded and anonymous inventory in the study, and noted similar results (197% lift for

branded vs. 167% for anonymous).

The Ad Exchange fill rate (percentage of offered impressions resulting in a matched

transaction, including those with minimum CPMs or restrictions) increased significantly

since the first version of the study, to over 33%. Across all pre-emptible inventory, including

those instances when the Ad Exchange did not win the auction, the revenue lift for publishers

averaged 12.5%.

To further inform publishers’ yield management strategies, we are conducting customized

analyses to determine precise revenue and CPM uplift. We encourage DoubleClick clients to

contact their account managers for further details. Additionally, the Product and

Engineering teams are developing a dashboard that includes real-time revenue lift numbers

within the product’s user interface (UI).

You can make a lot of money through super-powerful targeting if you are a monopolist, but
not in a competitive market. So, this research aims in finding out the solution for increasing
the revenues in online marketing.

1.4 OBJECTIVE AND SCOPE

 1.4.1 PRIMARY OBJECTIVE

To know the effectiveness of online advertising strategy in purchasing

1.4.2 SECONDARY OBJECTIVES

To study on what basis people are attracting in online advertising

To Study on Effectiveness of ad formats

1.5 DELIVEERABLES

1. To know the which ad formats are attracting people

2. To know what basis people are attracting in online advertising

CHAPTER 2 – LITERATURE SURVEY

REVIEW OF LITERATURE

1. Brand Personality: offline versus online

University essay from Luleå tekniska universitet/Industriell ekonomi och
samhällsvetenskap/Industrial marketing and e-commerce

Author : Lars Andreasson; Moa Streling; [2007]

Keywords : Brands; Brand personalities

Abstract : The importance of branding has increased in recent decades due to the ever-

growing flow of information and advertising, both offline and online. An important part of

branding is the brand personality which is a way to differentiate the company (and its brands)

from its competitors, as well as strengthen the customers' brand loyalty

2. The Internet as a medium for marketing communication

University essay from Luleå tekniska universitet/Industriell ekonomi och

samhällsvetenskap/Industrial marketing and e-commerce

Author : Feng Yan; Li Po; [2006]

Keywords : Internet; Marketing communication;

Abstract : The advent of the Internet has added various new dimensions to the

marketingcommunication efforts of organizations today. The purpose of this thesis is to

provide a deeper understanding of how the Internet is used as a medium for marketing

communication.

3. Exploring the benefits and challenges in online advertising

University essay from Blekinge Tekniska Högskola/COM

Author : USMAN FAROOQ; MUHAMMAD FAROOQ; [2011]

Abstract : Context: Global software development is the emerging trend in today’s world as it

provides the software companies with certain advantages like access to skill and cheap labor,

low development cost etc. There are also many challenges and risks involved in globally
distributed software project as compare to co-located projects like communication,

coordination and control etc

4. Online advertising technology

University essay from Luleå tekniska universitet/Industriell ekonomi och

samhällsvetenskap/Industriell marknadsföring och e-handel

Author : Jens Berfenfeldt; [2010]

Abstract : Businesses are in a constant race to increase profits, keep currentcustomers and
gain or poach new ones, competing for customers on a globalised market like never before.
One of the many sets of tools aimed at aiding the interaction between supplier and customer
is customer relationship management(CRM)

CHAPTER 3 - METHODLOGY

3.1 METHODLOGY

A survey method was used as the means by which data is collected within the chennai area.
The online questionnaire was distributed by emails and posted on chennai area,

MySpace, Yahoo blog, Face Book, and YouTube online. The survey was started in December

2010 and continued through February 2011. The data was collected in two forms using online

survey and face-to-face interviews. The primary data were derived from answers the

participants gave during the survey process.

Over the period of three months, 150 participants responded to the questions.

All of these respondents were selected through a relatively large sample size of different

groups. There was 120 men and 30 women participants. Ages of participants ranged from 18

to 65. Majority of the sample (55.5 per cent) was between the ages of 1 8-34. The 5

participants did not have a history of online shopping or completed the questionnaire. The

participants qualified for sample selection must have purchased product or service also be

resident of chennai.

The questionnaire contains various recall online advertising factors and socio-demographic

characteristics of the respondents such as age, gender and income. These questions are

weighted as a four-point scale (strongly disagree, agree, disagree, and strongly agree) and a

five-point scale (very important, important, moderately important, not so important, and

unimportant). To validate the data, participants were asked whether online advertisement had

anything to do with their online purchasing.The majority of the participants who purchased a

product or service online were significantly influenced by the online advertisement. Applying

data-driven and quantitative approach, the data was collected from participants and tabulated

3.2 TARGET RESPONDENTS

A survey collected within the chennai area.

The online questionnaire was distributed by emails and posted on chennai area,

MySpace, Yahoo blog, Face Book, and YouTube online. The survey was started in December

2010 and continued through February 2011. The data was collected in two forms using online

survey and face-to-face interviews. The primary data were derived from answers the

participants gave during the survey process.

Over the period of three months, 150 participants responded to the questions.

All of these respondents were selected through a relatively large sample size of different

groups. There was 120 men and 30 women participants. Ages of participants ranged from 18

to 65. Majority of the sample (55.5 per cent) was between the ages of 1 8-34. The 5

participants did not have a history of online shopping or completed the questionnaire. The

participants qualified for sample selection must have purchased product or service also be

resident of chennai

3.3 ASSUMPTIONS, CONSTRAINTS AND LIMITATIONS

Online advertising is well known only for city based living people and this technology

is not aware to village based people

1. Most website owners will not reveal the revenue they are earning.

3.4 SAMPLING METHODS

Sampling method: Random Sampling

It is incumbent on the researcher to clearly define the target population. There are no strict
rules to follow, and the researcher must rely on logic and judgment. The population is defined

in keeping with the objectives of the study.

Sometimes, the entire population will be sufficiently small, and the researcher can include the

entire population in the study. This type of research is called a census study because data is

gathered on every member of the population.

Usually, the population is too large for the researcher to attempt to survey all of its members.

A small, but carefully chosen sample can be used to represent the population. The sample

reflects the characteristics of the population from which it is drawn.

Sampling methods are classified as either probability or nonprobability. In probability

samples, each member of the population has a known non-zero probability of being selected.

Probability methods include random sampling, systematic sampling, and stratified sampling.

In nonprobability sampling, members are selected from the population in some nonrandom

manner. These include convenience sampling, judgment sampling, quota sampling, and

snowball sampling. The advantage of probability sampling is that sampling error can be

calculated. Sampling error is the degree to which a sample might differ from the population.

When inferring to the population, results are reported plus or minus the sampling error. In

nonprobability sampling, the degree to which the sample differs from the population remains

unknown.

A sample is a subject chosen from a population for investigation. A random sample is one
chosen by a method involving an unpredictable component. Random sampling can also refer
to taking a number of independent observations from the same probability distribution,
without involving any real population. The sample usually is not a representative of the
population from which it was drawn— this random variation in the results is known as
sampling error. In the case of random samples, mathematical theory is available to assess the
sampling error. Thus, estimates obtained from random samples can be accompanied by
measures of the uncertainty associated with the estimate. This can take the form of a standard
error, or if the sample is large enough for the central limit theorem to take effect, confidence
intervals may be calculated.

3.5 TOOLS FOR ANALYSIS

Data is collected by survey method and by the random sampling all the data’s are considered

And by the graphical charts, all data’s are calculated and analysed.

CHAPTER 4 – DATA ANALYSIS AND INTERPRETATION

4.1 DATA ANALYSIS AND INTERPRETATION

There were a number of motivating factors that can be discovered through the analysis of
the collected data. We looked at those which are most effective and played significant roles in
online advertising.
A survey method was used as the means by which data is collected within the New Orleans

area. The online questionnaire was distributed by emails and posted on New Orleans

Craigslist, MySpace, Yahoo blog, Face Book, and YouTube online. The survey was started in

Nov 2010 and continued through February 2011. The data was collected in two forms

using online survey and face-to-face interviews. The primary data were derived from answers

the participants gave during the survey process.

Over the period of five months, 150 participants responded to the questions. However, only

150 respondents were accepted since they met both condition of having online

purchasing history and answering all the questions. All of these respondents were selected

through a relatively large sample size of different groups. There was 120 men and

30 women participants. Ages of participants ranged from 18 to 65. Majority of the

sample (55.5 per cent) was between the ages of 1 8-34. The participants qualified for

sample selection must have purchased product or service also be resident of New Orleans,

Louisiana. Table I shows the survey questions, choices, and number of responses to each

question.

The questionnaire contains various recall online advertising factors and socio-demographic

characteristics of the respondents such as age, gender and income. These questions are

weighted as a four-point scale (strongly disagree, agree, disagree, and strongly agree) and a

five-point scale (very important, important, moderately important, not so important, and

unimportant). To validate the data, participants were asked whether online advertisement had

anything to do with their online purchasing. As the following figure shows, the majority of

the participants who purchased a product or service online were significantly influenced by

the online advertisement.

Applying data-driven and quantitative approach, the data was collected from participants and

tabulated as it is shown in the following table.

4.2 Data table on analysis on reaching out of products in advertisements media

Advertising media No of Voting’s

Online 75
Newspapers 20
Stores 10
TV 30
Others 15
4.3 Chart for analysis on reaching out of products in advertisements media

80

70

60

50

40

30

20

10

0
Online Newspapers Stores TV Others

4.4 Analysis on most attractive ad’s

Type of Ad’s No of Voting’s

Banner Ad’s 50
Text Ad’s 10
Pop up Ad’s 25
Video Ad’s 75

4.5 Chart for analysis on most attractive ad’s

 70

60

50

40

30

20

10

0
Banner Text Ad Pop up Video

4.6 Analysis on factors attracting in online Advertisements

Factors No of Voting’s
Brand 10
Usefulness 40
Price 90
Value 10

4.7 Chart for analysis on factors attracting in online Advertisements

 100

90

80

70

60

50

40

30

20

10

0
Brand Usefulness Price Value

4.8 Analysis on age group inn online Advertising

Age No of Voting’s
18 to 30 120
31 to 40 20
41to 50 7
>50 3
4.9 Chart for analysis on age group inn online Advertising
 140

120

100

80

60

40

20

0
18 to 30 31 to 40 40 to 50 50+

4.10 Analysis on salary factors in online advertising

Salary Range No of Voting’s

< 1 lakhs 10
>= 1 lakhs <= 3 lakhs 30
3 lakhs to 5 lakhs 50
More than 5 lakhs 60

4.11 Analysis on salary factors in online advertising

 70

60

50

40

30

20

10

0
<1lakhs 1-3 lakhs 3-5 lakhs 5lakhs+

CHAPTER 5 – CONCLUSIONS

5.1 FINDINGS

In first question, the participants are asked that in which media they came to know the
cell phone features. Out of 150, all of them are answered, through online advertising, they
purchased.

In second question, latest mobile/laptops are purchased through internet, dealers,

second hand or other. Many of them are voted as Internet.

The participants are asked to which type of ads are attractive in online. Out of 150, 65
of them are answered as Video ads.
 The participants were asked how many actual purchases or transactions they made
within the 2 months period through online advertisements. The responses indicated that the
highest number of transaction was 26 or greater, followed by 21-25.

Out of 150, 120 participants are accepted online advertisements are the heart of
revenue for existing websites like Yahoo, Google and facebook

When participants are asked about the limitation of the online advertisement, only few
of them are reported that they faced issues like 404 error page in payment, credit card hack
and password hack.

The participants were asked how important the price, value, and usefulness factors are
in making decisions and attract them in recalling online advertisement. Majority of the
respondents agreed that the price of the products indeed attract them the most in recalling
online advertisement.

The results revealed that embedded videos, price, product or services, along with credibility

make online advertisements a very effective tool in motivating consumers in recalling online

advertisements and eventually making business transactions. The research concluded that

advertisers need to advertise their product or service based on what the consumers want in

their advertisement. Banner plan text advertisement, floating advertisement, pop-up

advertisement, and music advertisements are not as effective as embedded video which

enhance online advertisement and motivate consumers. The result of this research study

provides useful tools for both the consumer and the business owner.
5.2 CONCLUSIONS

Online Advertising can be an effective tool if it is implemented properly. New technologies

have opened the door to a new era of interactivity and creativity. There are a variety of

factors of Internet advertising methods that one can use to drive a potential customer to

his/her site. These factors may include consumers, products, technology and media. This

research project was focused on recalling factors. It applied a data-driven model and

quantitative methods to determine the most effective factors in recalling online

advertisements. Over 150 participated in the survey process among them, 150 selected as
the group who answered all the questions and at least made one time online purchase. The

results show that embedded videos, price, product or service, along with credibility make

online advertisements a very effective tool in motivating consumers to recall online

advertisements and eventually making business transactions. The research concluded that

advertisers need to advertise their product or service based on what the consumers want in

their advertisement. Banner plan text advertisement, floating advertisement, pop-up

advertisement, and music advertisements are not as effective as embedded video which

enhance online advertisement and motivate consumers.

5.3 DIRECTIONS FOR FUTURE RESEARCH

This project may extend to analysis on website revenue due to online advertising. Websites

are earning revenue in millions or billions in online advertising. Facebook revenue on 2010

for online advertising is 1.8B and yahoo and google earnings in millions. So we can extend

this project in analysis of factors determining revenues in websites in online advertising.

 Appendix

Questionnaire

1. How do u came to know about your cell phone models features?

a. Newspapers
b. Mobile Centres
c. Online advertising
d. TV
e. None of the above

2. Your latest mobile was purchased through

 a. Internet
b. Dealers
c. Second Hand
d. None of the above

3. Which Type of Online Ad Is Most Effective

a. Banner Ads
b. Text Ads
c. Popup Ads
d. Floating Ads

4. On 2030, Only Online advertising exists. Other advertising techniques will not
exists.
a. Agree
b. Strongly Agree
c. Disagree
d. Strongly Disagree

5. How many actual purchases or transactions you made with in the last six
months?

6. Do you think, online advertising is the most revenue for website?

Yes
No

7. Which one is recalling you online advertising?

a. Advergame
b. Celebrity Humorous
c. Embedded Video
d. Music
8. Did you face any problem in online purchasing? if any, please mention

9. What factors are attracting in products in online advertisements?

a. Price
b. Value
c. Usefulness
d. Brand
e. Other

10. Your Salary Range

a. < 1lakh
b. 1 lakh to 3 lakh
c. 3 lakh to 5 lakh
d. More than 5 lakh

11. Your age range

a. 18 to 30
b. 31 to 40
c. 41 to 50
d. > 50

12. When you decide to buy online, how many times would you refer online advertising
for the products?

a. Every time
b. Most of the time
c. Occasionally
d. Hardly ever

13. How do you rate the relevance of the results from online advertising?

a. Very Satisfied
b. Somewhat Satisfied
c. Somewhat Dissatisfied
d. Very Dissatisfied

14. How do you rate the following aspects? - Trust the websites in online shopping.
 a. Very Satisfied
b. Somewhat Satisfied
c. Somewhat Satisfied
d. Very Dissatisfied

15. From buyer respective, what are the limitations in online advertising?

Name:

Gender:

City:

Date:

REFERENCES

Aker, D.A. & Stayman, D.M, (2005). Measuring Audience Perceptions of Commercials
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