Dhairyata Jain, Dr. Pooja Jain, Vol. 2, No. 1, pp. 41-46, Mar. 2018
10.22662/IJEMR.2018.2.1.041, Full Text:
Keywords: Communication, Internet, New Digital Media, Online Advertising, technology

Abstract

"Background/Objectives: Advertising is known as an art form used as a persuasive tool to escalate business profits. It is the most flexible and adaptive element in the growth of marketing communication. With enhancements in scientific development, the advancements in technology have resulted in Digitization and the emergence of Online Media. Methods/Statistical analysis: The effectiveness of online advertising on consumers, their perception was quantitatively analyzed through a questionnaire. A sample of 267 students, enrolled in various different courses, was asked to fill the forms explaining their point of view and understanding about the subject. Findings: The advertising world has evolved taming the advertisers about the need to sell products on the basis of elegance and indulgence rather than humble efficacy. Moreover, Online Advertising is serving as a complementary rather than a competitive medium to the traditional media, surfacing a way for it to tap the consumers with more effectiveness and efficacy. Improvements/Applications: The revolution in technology and the emergence of Online Advertising as an interactive universal medium has given advertisers amazing opportunities worth exploring that are desirable for a brand to pursue."

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