PROJECT TOPIC: EFFECT OF INTERNET ADVERTISING ON CONSUMERS' PURCHASE DECISION
- Seller: myProject
- Price : ₦ 3000
- Format: docx
- Category: Project material
- Department: Marketing
- Study Level: Undergraduate
- Chapters: 5
- No. of Pages: 66
- Found Useful by: 817 users
- Downloads: 1
- Delivery: Download Instantly
1.1 Background to the Study
Advertising has been in existence for many decades. It is one means of promotional mix which has its ultimate function to inform, persuade and promote ideas in order to sell goods and services (Akinkugbe 2006; Kotler, 2009). Advertising, over the years, has grown to become a prominent form of marketing communication, and as a marketing communication tool, it utilizes various forms of mass media to get sales messages across to a large number of people. The traditional mass media for advertising include TV, broadcasting, magazines and newspapers (Belch & Belch, 1998). However, with the increasing development in information technology, the Internet in addition has become another interesting advertising media commonly used nowadays by advertisers and markets to communicate messages to consumers (Ashraf and Mohammed, 2012).
Internet advertising, (also known as online advertising) is the delivery of advertising messages and marketing communications through websites. It can be delivered through various electronic platforms including mobile phones, iPods, desktop computers, and laptops etc. As a marketing communication tools (Esiri, Kolade, Oloyede, and Ogungbamigbe, 2014) internet advertising takes a multitude of forms, ranging from Search advertising to Banner and Rich Media Adverts (i.e. ads that incorporate sound, animation and interactive digital video commercials).
Regardless of the particular format, displaying advertising content to online users is driven by two major objectives: (a) build new or reinforce existing brands, and (b) stimulate purchases. For that reason, the success (or effectiveness) of internet advertising has been traditionally measured by the number of clicks attracted by the adverts, or the ratio of the number of clicks over the number of impressions. In addition, many advertising experts argue that the mere exposure of online users to the advertising message can be beneficial in terms of building brand awareness (Flores, 2000) and increasing purchase intentions (Hollis, 2005). However, various factors may influence the rate of clicks attracted by online adverts, and it is the burden of this study to examine these factors in Nigerian context and to also find out how they influence purchase attitude and decision of consumers.
1.2 Statement of the Problem
Internet advertising is the delivery of advertising messages and marketing communications through the Websites. It has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the "traditional" banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms, ranging from news agencies to car manufacturers and retailers, and it is thus gradually gaining attention in the context of communications strategy, planning and implementation.
However, due probably to its infancy in Nigerian media market, there has been relatively little knowledge and empirical research on the factors that affect the success of online advertising in Nigeria. Consequently, when relying on insufficient knowledge to make decisions about their internet marketing strategy, companies run the risk of missing marketing opportunities, lost patronages, decline profits, and damaging image. To this end, this study attempts to make a number of contributions to the body of actionable knowledge pertaining to the factors that may influence success of online advertising campaigns.
1.3 Aim and Objectives of the Study
Generally, the main aim of this study is assessing the effect of internet advertising on consumers purchase decision. However, it is set to:
i. Examine the influence of background characteristics of online users on internet advertising success.
ii. Assess the effect of online products advertisement on internet users.
iii. Assess the effect of online adverts on consumers’ decision purchase for products.
iv. Examine the impact of internet source or medium on consumers decision purchase for advertised products
v. Assess the influence of demographic, advertisement, website and product characteristics on consumer buying decision.
1.4 Relevant Research Questions
The following questions are relevant to the study
i. Do background characteristics of online users have significant influence in internet advertising success?
ii. What influence does online products advertisement have on internet users?
iii. To what extent have online adverts affected consumers’ decision purchase for products?
iv. Does the source of online advertised product influence consumer’s decision purchases?
iv. Do demographic, advertisement, website and product characteristics have any significant effect on consumer buying decision?
1.5 Significance of the study
This study will be of great importance to students carrying out similar research, the professionals in the advertising world and consumers of various types of products that are being advertised on internet.
1.6 Scope of the study
The scope of the study is strictly on internet advertising and other forms of related advertising that targets consumers of various kinds.
Quick Project Search
Removal RequestIf you are the original writer of the contents of this material and you think it violates your copyright, then you can request a removal from our platform.
Remove this Work
If you need to contact us, you can do so by chatting with us via 08165312322.
myProject.ng (2022). Effect of internet advertising on consumers' purchase decision. myProject.ng: retrieved September 30, 2022, from https://myproject.ng/marketing/effect-of-internet-advertising-on-consumers-purchase-decision/index.html
"Effect of internet advertising on consumers' purchase decision", 30,
Accessed 30, September, 2022
myProject.ng. "Effect of internet advertising on consumers' purchase decision" , 30, September, 2022. Web. 30 September, 2022. https://myproject.ng/marketing/effect-of-internet-advertising-on-consumers-purchase-decision/index.html .
myProject.ng, . "Effect of internet advertising on consumers' purchase decision" (2022). Accessed 30, September, 2022. https://myproject.ng/marketing/effect-of-internet-advertising-on-consumers-purchase-decision/index.html .;
myProject.ng (2022), . Effect of internet advertising on consumers' purchase decision [Online] myProject.ng (2019). Available at: https://myproject.ng/marketing/effect-of-internet-advertising-on-consumers-purchase-decision/index.html . ( Accessed 30, September, 2022 ).