Advertising includes email marketing, search engine marketing,

Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement.  For this the study takes percentage and Lickert’s scaling techniques.  Keywords:  Online advertising, Traditional advertising, Media advertisement.  Cite This Article: G. Anusha, “EFFECTIVENESS OF ONLINE ADVERTISING” International Journal of Research – Granthaalayah, Vol. 4, No. 3: SE (2016): 14-21.  1. INTRODUCTION  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. Online marketing media allows the user to make changes as and when required to meet the latest demands of the market. The main strength of Internet as an advertising medium is its ability to reach out to a vast audience at one goes. Internet advertising is also not bound by limitations such as time and accessibility as one can surf the Anusha*, Vol.4 (Iss.3: SE): March, 2016                                              ISSN- 2350-0530(O) ISSN- 2394-3629(P)                                                                                                                                            Impact Factor: 2.035 (I2OR) Http://www.granthaalayah.com  ©International Journal of Research – GRANTHAALAYAH 14-21 internet at any time of the day making your advertisement available 24*7 unlike television advertisements to which the viewers can’t go back or the newspaper advertisements that go in the waste once they are read in the morning. Day in and day out, businesses are going online to advertise their products and services. The internet combines aspects of print, television, and radio advertising in an interactive environment. It presents a new and fast-paced experience for customers. Thus, online advertisement is becoming one of the most preferred medium of advertisement and one with extreme potential for growth.  2. OBJECTIVES OF THE STUDY  The study is designed with the following objectives: 1) To know the most effective media of advertisement. 2) To explore the difference between online advertising and traditional form of advertising. 3) To find out the reasons for preferring on line advertisement. 4) To offer valuable suggestions based on the findings of the study.  3. SIGNIFICANCE OF THE STUDY   Advertising on the Internet is almost a necessity for modern businesses, especially those that do business outside their local community. Consumers use the Internet for more than simply entertainment or information, as they do with radio, television, magazines and newspapers. Consumers use the Internet to assist them in nearly every aspect of life, creating countless opportunities to place relevant, targeted advertising messages. Companies can take advantage of web advertising to complement their standard media and print marketing. The wide reach and continual exposure of online advertising work tirelessly to give businesses heightened visibility and audience contact. Companies can differentiate their brand online with useful information, positive interaction for their website visitors and enhanced communication to attract new customers  4. SCOPE OF THE STUDY  With the introduction of internet in our daily life, it has become a need for everyone. People use internet for everyday tasks. Internet is no longer just a medium of getting information for people. It has now taken shape of the most powerful medium of communication, entertainment and shopping for people. Every day, several new websites are being introduced covering different sections like news, e-commerce, information, communication or entertainment. These websites are a perfect place to advertise products and services as many people visit these sites every day from different parts of the world. Another important place for advertisement of the brand name, products or services can be online communities, forums, social networking sites or affiliate marketing websites. They provide immense organic traffic to the website representing the business or brand name.  5. METHODOLOGY OF STUDY  The primary data for the study was collected by using a structured questionnaire. The sample size for the study consists of 100 respondents. The questionnaire was prepared in such a way so as to gather data from

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