A STUDY ON ONLINE ADVERTISING EFFECTIVENESS IN SALEM CITY, TAMIL NADU

Author (s) : R.KRISHNADEEPTHI, B.JOTHI

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Abstract :
Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser who provides the advertisements to be displayed on the publisher’s content. Other potential participants include advertising agencies that help generate and place the advertisement copy, the advertisement server who technologically delivers the advertisement and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. Internet as an advertising medium is versatile and this is it where it stands apart from the conventional advertising medium. It is a highly flexible medium that allows you to make changes during the course of the campaign as and when required without incurring much additional cost. This makes internet all the more important in a country like India where the business scenario is highly dynamic and changes with each passing day.  Thus online advertisement is becoming one of the most preferred medium of advertisement and one with extreme potential for growth. This study concluded that the most effective media of advertising is online advertising. Internet advertising offers increased awareness of companies, an easy method to distribute information, advanced methods of targeting consumers, an immediate and direct line to the customers, and reduced costs in performing these tasks. The main problem related to this is the interference of online advertisements in the work of people and the fear of falling prey to online advertising fraud and malpractice. As people get more accustomed to finding product information on the web, more and more readers will actively seek out Internet advertising sites.

Keywords : Online Advertising, Advertisement Effectiveness

Conference Date : 13/11/2020

Pages : 298

Paper ID : 20298