SIP REPORT ON THE IMPACT OF ONLINE ADVERTISING ON CONSUMER BEHAVIOR
A Project Report On
THE IMPACT OF ONLINE ADVERTISING ON
CONSUMER BEHAVIOUR
Submitted in partial fulfilment of the requirements for
Award of
Post Graduate Diploma in Management
With Specialization
In
MARKETING
Submitted by
T.R. Vishal
Roll No: 2T3-37
Under the Guidance of
FACULTY GUIDE
Dr. PAVAN PATEL
PROFESSOR
Siva Sivani Institute of Management
Kompally, Secunderabad.
Page | 1
ACKNOWLEDGEMENT
I am extremely thankful to my Project Guide Dr. Pavan Patel, Professor, Siva Sivani Institute of Management, Kompally, Secunderabad, for providing me with his constant support and guidance all through the SIP. A special thanks to all the my friends and well-wishers who encouraged me to do this research work and all who contributed directly or indirectly in completing this project to whom I am obligated to even though anonymously.
T.R. Vishal
2T3-37
Siva Sivani Institute of Management
Page | 2
DECLARATION
This is to certify that the project titled: “THE IMPACT OF ONLINE ADVERTISING ON
CONSUMER BEHAVIOUR” is a bonafide work completed by T.R. Vishal, Enrollment
Number 2T3-37, in partial fulfilment of the requirements of the PGDM - TPS Program and submitted to Siva Sivani Institute of Management.
I declare that this project is a result of my own efforts and has not been copied from any source.
References from which information has been taken have been given in the references section.
This work has not been submitted earlier at any other university or institute for the award of the degree.
Place: Secunderabad
Date:
SIGNATURE
Page | 3
Table of Contents
Chapter 1
5
1.1 Introduction
6
1.1.1
The Concept of Promotion
7
1.1.2
The Concept of Internet Advertising
8
1.1.3
The Concept of Consumer Behaviour
9
1.2 Need for the study
11
1.3 Research Objectives
12
1.4 Research Methodology
12
1.5 Review of Literature
13
1.6 Data Analysis
18
Chapter 2
19
2.1 Introduction to Advertising Industry
20
2.2 Advertising Industry in India
21
Chapter 3
26
3.1
THE IMPACT OF ONLINE ADVERTISING ON
CONSUMER BEHAVIOUR
Submitted in partial fulfilment of the requirements for
Award of
Post Graduate Diploma in Management
With Specialization
In
MARKETING
Submitted by
T.R. Vishal
Roll No: 2T3-37
Under the Guidance of
FACULTY GUIDE
Dr. PAVAN PATEL
PROFESSOR
Siva Sivani Institute of Management
Kompally, Secunderabad.
Page | 1
ACKNOWLEDGEMENT
I am extremely thankful to my Project Guide Dr. Pavan Patel, Professor, Siva Sivani Institute of Management, Kompally, Secunderabad, for providing me with his constant support and guidance all through the SIP. A special thanks to all the my friends and well-wishers who encouraged me to do this research work and all who contributed directly or indirectly in completing this project to whom I am obligated to even though anonymously.
T.R. Vishal
2T3-37
Siva Sivani Institute of Management
Page | 2
DECLARATION
This is to certify that the project titled: “THE IMPACT OF ONLINE ADVERTISING ON
CONSUMER BEHAVIOUR” is a bonafide work completed by T.R. Vishal, Enrollment
Number 2T3-37, in partial fulfilment of the requirements of the PGDM - TPS Program and submitted to Siva Sivani Institute of Management.
I declare that this project is a result of my own efforts and has not been copied from any source.
References from which information has been taken have been given in the references section.
This work has not been submitted earlier at any other university or institute for the award of the degree.
Place: Secunderabad
Date:
SIGNATURE
Page | 3
Table of Contents
Chapter 1
5
1.1 Introduction
6
1.1.1
The Concept of Promotion
7
1.1.2
The Concept of Internet Advertising
8
1.1.3
The Concept of Consumer Behaviour
9
1.2 Need for the study
11
1.3 Research Objectives
12
1.4 Research Methodology
12
1.5 Review of Literature
13
1.6 Data Analysis
18
Chapter 2
19
2.1 Introduction to Advertising Industry
20
2.2 Advertising Industry in India
21
Chapter 3
26
3.1
References: J Suresh Reddy (2003), “Impact of E-commerce on marketing”, Indian Journal of Vikas Bondar (2000), “Discuss how sales and marketing strategies have changed as a V.Kumar and Denish Shah (2004), “Pushing and Pulling on the Internet”, Marketing Shelly Rodgers and Esther Thorson (2000),”The Interactive Advertising Model: How Christian Rohrex and John Boyd (2004), “Ads that work on the Web”. Nicholas Ind, Maria Chiara Riondino (2001), “Branding on the Web: A real Sumanjeet (2003) “On Line Banner Advertising”- Indian Journal of Marketing. Robin Farewell (1998), “Web banner ads fit in new marketing mix”, Business Journal